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Segmentation of the Sharing Economy Users Based on Their Digital Profiles

Student: Tunkevichus Eduard

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Graduate School of Business

Educational Programme: Marketing and Market Analytics (Bachelor)

Year of Graduation: 2021

This study is devoted to the analysis of the digital behavior of sharing economy services users, analyzing social networks data. The purpose of the study is to segment sharing economy users based on their digital footprint data. The empirical part of the study includes several stages: collection of data from users’ social networks profiles, analysis of the collected data by natural language processing techniques, developing of sharing economy services users topic profiles, at the individual level and at the community level, the last is segmentation of users based on their topic profiles. As a result of the research, the following results were obtained: psychographic characteristics of sharing economy services users were identified, namely, their interests at the user level and at the community level, segments of sharing economy services users, based on their psychographic characteristics, were identified. The results of the study demonstrate that the psychographic characteristics of different services users are different, which means that it is necessary to differentiate marketing communications based on the users’ data, depending on their interests. Recommendations for the adaptation of a marketing strategy for different sharing economy services were also developed as the result of the study. The structure of the research includes the introduction, the main part, the conclusion, the sources used and the appendices. The main part includes three sections: a theoretical review of scientific papers on the subject of the study, the development of research methodology, data analysis and the development of recommendations.

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