The authors wrote a description of the socio-psychological approach to the promotion of goods and services on the Internet. The approach consists of several successive steps. They are focused on creating condi-tions for active communication between the seller and potential buyers. The seller's role is as an interlocutor. He is an expert, a specialist in the field of advertised goods or services. The seller creates the conditions for discus-sion and active support in the social network. Potential buyers are actively involved in the communication. They are free to voice concerns, ask questions or make recommendations. The main problem with this approach is characterization. Understanding the psychological characteristics of customers allows you to create customer-oriented content.
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