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EMAC 2021 Regional Conference


Defining Commercial Sharing Services Users Interests in the context of Emerging Markets: Digital Footprint Analysis Approach
(R2021-104593)

Published: September 22, 2021

AUTHORS

Eduard Tunkevichus, National Research University Higher School of Economics; Vera Rebiazina, National Research University Higher School of Economics

KEYWORDS

commercial sharing services; digital consumer; consumer digital footprint

ABSTRACT

The discussion of consumer’s digital behavior and digital footprint has gained worldwide relevance recently. The objective of this paper is to define commercial sharing services users’ psychographics, specifically – interests using digital footprint data. In this research, Russian social network VKontakte is used as source of digital footprint data. The sample includes 24,000 profiles, collected data is analysed using natural language processing techniques. As a result, thirteen topics identified describing users’ interests. The study shed light on the differences between users’ psychographics, meaning that companies need to differentiate marketing communications based on the users’ interests and CSS services used by consumers.

REFERENCES

This research has been conducted within the applied research project “Development of Multifactor Model to Improve Innovative Companies Competitiveness in the Digital Transformation Age” as a part of the HSE GSB Research Program (protocol No.5, 19.06.2020)