System to evaluate social network groups for the implementation of marketing activities

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Authors: Gribanova E. B., Katasonova A. V.

Annotation: The article provides a description of the evaluation model for groups in the social network VKontakte. The calculation for an integral indicator of the group is provided where the importance coefficients are defined with the method of pairwise comparisons. The ranking score can be calculated as for a single group and group set. Also the classification model for social network groups is proposed. A solution for the integer programming problem related to determining the indicator values for the groups.

Keywords: social network, advertising, rating, regression model, integer programming