Today, the potential of social networks for all types of communication is difficult to overestimate. For business communication in virtual communities, it is important to take into account the socio-psychological features of the participants in the communication process. This actualized various aspects of network identity, virtual personality behavior, and online persona. This study offers a review of the scientific literature on personality prediction based on the analysis of different content generated in social networks. First, we analyzed the literature that used methods for analyzing text and photos from social networks using different approaches. The analysis emphasized that in the modern digital age, psychological aspects of communication in social networks and methods of identifying the personality of social network users based on their social activity and the practice of using language and images are very much in demand and relevant. We have proposed a comparison table of existing personality prediction methods based on relevant parameters. In addition, based on the analysis, a program of future research in the field of intellectual analysis of content for the purpose of personality prediction in social networks was determined.
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