Transformation of mechanisms for promoting placed shares in the context of the new structure of the Russian stock market

The article examines the current state of the Russian stock market. Conclusions are drawn regarding the dominant type of investors currently present in the market. The specifics of the new structure of the Russian stock market consist primarily in the fact that 80% of the investors present on the market are retail. This necessitates the reorientation of companies in promoting their own shares on the market. The purpose of the study is to put forward directions for the transformation of mechanisms for promoting placed shares in the context of the new structure of the Russian stock market, taking into account its structural specifics. The main theoretical methods were used in the research: information analysis, deduction, comparison, generalization. It is concluded that retail investors use a wide range of sources and methods to search for information, from news portals and social networks to analytical platforms and financial consultants, and the combination of various promotion mechanisms will help to increase their attractiveness in the eyes of potential buyers.