Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Regional Conference

Defining Commercial Sharing Services Users Interests in the context of Emerging Markets: Digital Footprint Analysis Approach

Published: September 22, 2021


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


commercial sharing services; digital consumer; consumer digital footprint


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.


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)