• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Natalia Karakina
Targeted Advertisement with Account of Customers` Digital Footprints as a Factor of Online Sales Dynamics in Social Network VКontakte
Management
(Bachelor’s programme)
10
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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses