Development of a Communication Strategy in VK on the Example of a Mobile App Promotion Website

Student: Nazarova Zamira

Educational Programme: Data-driven Communication (Master)

Year of Graduation: 2020

Abstract The goal of this project is to develop a communication strategy for promoting the website http://up-mobile.ru by attracting visitors through the social network VKontakte (VK). The initial data for this project were VK advertising messages with specific keywords, posted in communities and on personal pages. For communities a graph was constructed with edge weights, reflecting the number of common subscribers. It was necessary to find such communities containing the minimum number of common subscribers in order to maximize audience reach. In the meantime, these communities have connections with a large number of neighbors for the spreading of advertising messages. Graph theory methods and algorithms were applied to find the most suitable network vertices. A novel data-driven communication strategy was developed to promote the website in VK. Keywords: Social Network Analysis, Data-driven Communication Strategy, Graph Theory.

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