Clustering ‘Goods’ on the Two-Side Market - on the VK Social Network
- DOI
- 10.2991/aebmr.k.200509.033How to use a DOI?
- Keywords
- two-side market, social network, digital economy, Internet marketing, services, social media marketing
- Abstract
The article considers the concept of “two-side market”, highlighting its main features, criteria and characteristics. A model of a multilateral platform is identified, which is a business model of these types of markets. The largest Russian social network VKontakte (VK) is considered from the point of view of a two-side market. The main difficulty in the analysis of two-side markets is the determination of external effects and assessment of their significance for each of the user groups. Researchers are already working in this direction, offering various tools, mainly based on relative indicators and surveys. The paper presents an empirical analysis of digital marketing services presented on the social network VKontakte product storefront. A total of 19,765 ‘products’ from 3,127 thematic communities were collected. Search engine optimization, social media marketing, contextual advertising (Yandex Ads & Google Ads) were selected as subjects. These groups are characterized as commercial communities that provide services in the areas of search engine optimization, social media marketing, contextual advertising in the b2b, b2c sectors. The research methods are cluster analysis, Word2Vec. The results of the study determine that the model does not understand the concepts of contextual and targeting. The difference is formed only since these words when teaching the model had a different environment, respectively, they were associated to different vectors.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Andrei Plotnikov AU - Hiroko Kawamorita PY - 2020 DA - 2020/05/12 TI - Clustering ‘Goods’ on the Two-Side Market - on the VK Social Network BT - Proceedings of the International Conference on Economics, Management and Technologies 2020 (ICEMT 2020) PB - Atlantis Press SP - 177 EP - 183 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200509.033 DO - 10.2991/aebmr.k.200509.033 ID - Plotnikov2020 ER -