Proceedings of the International Conference on Economics, Management and Technologies 2020 (ICEMT 2020)

Clustering ‘Goods’ on the Two-Side Market - on the VK Social Network

Authors
Andrei Plotnikov, Hiroko Kawamorita
Corresponding Author
Andrei Plotnikov
Available Online 12 May 2020.
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/).

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Volume Title
Proceedings of the International Conference on Economics, Management and Technologies 2020 (ICEMT 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
12 May 2020
ISBN
978-94-6252-964-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.200509.033How to use a DOI?
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  -