The embedding of trading and banking functions in a social network offers promising prospects for trade, financial intermediation, and social networks, as well as for network users. Social sites are becoming more sophisticated due to the variety of applications and interaction channels that provide not only social contacts (P2P), but also business-tobusiness (B2B), business-to-consumer (B2C), and consumer-to-consumer systems (C2C). The paper shows that the alliance of electronic commerce, electronic banking, and social networks gives a synergistic effect - a new type of network that combines the communication of regular users of social sites with information in the media and contacts with sellers of goods and financial intermediaries. Switching to social networks 4.0 takes place. They are characterized not only by information and socio-communication functions but also by channels and applications for marketing, promotion, and sale of goods, as well as making payments and providing financial services.
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