Model selection of the target audience in social networks in order to promote the product

Olena Piatykop and Olga Proninа

State Higher Educational Institution "Priazov State Technical University”, University str., 7, Mariupol, 87555, Ukraine

Social networks today is a new type of social relations in the form of a platform for advertising and promotion of goods and services. The paper analyzes the models of target audience formation. Based on the analysis, a mathematical model for the formation of the target audience has been developed. This model takes into account segmentation criteria, customer preferences, their actions regarding prod-ucts or services. Using the model, it is possible to form a rating of users of a so-cial network for further advertising. The mathematical model formed the basis of the recommendation system for generating recommendations regarding the target audience. The system allows to search for a target audience by criteria and to rank the result by user rating, for further analysis. The system will allow not only quality to be the target audience at the request of the marketer, but also save money on advertising, thereby increasing profits.

social networks,target audience,user selection criteria,integrated rating indicator,recommendation system,