Examination of „Interests‟ and „Activities‟ of Social Network users
Andrei V. Plotnikov

Andrei V. Plotnikov, Perm National Research Polytechnic University, Perm, Russia.
Manuscript received on November 14, 2019. | Revised Manuscript received on 23 November, 2019. | Manuscript published on December 10, 2019. | PP: 2688-2693 | Volume-9 Issue-2, December 2019. | Retrieval Number: B7448129219/2019©BEIESP | DOI: 10.35940/ijitee.B7448.129219
Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: The present study relates to the analysis of attribute data related to users of the social network VK. The general population N = 52,614 users is the intersection of audiences from two communities for social media marketing. Based on the collected statistics on the “interests” attribute, one can compile a generalized portrait of an IT specialist and online marketer: this is a man aged about 30 years old, not married, or who defines his family status as “everything is complicated”. He speaks an average of two languages, works for an organization, or studies at a university. He has about 370 followers on VK. The result based on the data from the field ‘activities’ is very close to the data from the field ‘interests’, and gives a similar picture of the generalized portrait of a specialist. As part of the study, the authors have learned how to segment users into the users that identify themselves as „IT specialists or online marketers‟, and „other‟ users, using machine learning methods. 
Keywords: Digital Economy, Social Media Marketing, Social Networks, User Behavior, Online Behavior.
Scope of the Article: Marketing and Social Sciences