Clustering 'Goods' on the Two-Side Market - on the VK Social Network

摘要

The article considers the concept of "two-side market", highlighting its main features, criteria and characteristics. A model of a multilateral platform is identified, which is a business model of these types of markets. The largest Russian social network VKontakte (VK) is considered from the point of view of a two-side market. The main difficulty in the analysis of two-side markets is the determination of external effects and assessment of their significance for each of the user groups. Researchers are already working in this direction, offering various tools, mainly based on relative indicators and surveys. The paper presents an empirical analysis of digital marketing services presented on the social network VKontakte product storefront. A total of 19,765 'products' from 3,127 thematic communities were collected. Search engine optimization, social media marketing, contextual advertising (Yandex Ads & Google Ads) were selected as subjects. These groups are characterized as commercial communities that provide services in the areas of search engine optimization, social media marketing, contextual advertising in the b2b, b2c sectors. The research methods are cluster analysis, Word2Vec. The results of the study determine that the model does not understand the concepts of contextual and targeting. The difference is formed only since these words when teaching the model had a different environment, respectively, they were associated to different vectors.