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  • Targeted Advertisement with Account of Customers` Digital Footprints as a Factor of Online Sales Dynamics in Social Network VКontakte

Targeted Advertisement with Account of Customers` Digital Footprints as a Factor of Online Sales Dynamics in Social Network VКontakte

Student: Karakina Natalia

Supervisor: Elena V. Veretennik

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 10

Year of Graduation: 2018

This study explores the connection between targeted advertising obtained by analysis customer’s digital footprints and online sales. The study is based on the Stories magazine. Following methods were used in this study: analysis and synthesis, semi-structured interview, content analysis, statistical data analysis and experiment. It was found that the subscribers of the magazine VK leave behind a sufficient number of digital footprints and do not have a negative reaction to the targeted advertising in social networks. After statistical analysis of the data collected through the Open VK API target audiences were identified. These people see targeted advertising VK. A/B testing clearly showed that the use of digital footprints in targeted advertising VK has a positive impact on online sales. In conclusion, recommendations were made for future research in the field of study and application of digital footprints in Internet marketing. The volume of the final paper – 112 pages including 11 Appendices. Keywords: targeted advertising, digital footprints, online sales, magazine, social networks.

Full text (added May 22, 2018)

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