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The transformation of society and the development of digital technologies have significantly affected consumer behavior: consumer identity is now spreading to digital environment, with a new segment of digital consumers being developed. As a result of digitalization, new business models are emerging, for example, commercial sharing systems, the full functioning of which is impossible without the existence of digital platforms and the Internet. Despite the popularity of the topic of commercial sharing systems in the research environment and a wide range of tools used in research, at the moment no attempts have been made to study a digital profile of commercial sharing services users based on the analysis of their social networks profiles. Social network data are one of the most extensive sources of information about consumers: the ability to analyze consumer behavior in social networks can become a significant competitive advantage for companies, as it allows them to quickly extract objective information about the users. The objective of the study is to develop digital profiles of commercial sharing systems' users based on their digital footprint data. The empirical basis of the study is the publications (posts) of commercial sharing communities' subscribers on a popular Russian social network VKontakte. The information posted by users in social networks was collected using Python (the API, Application Programming Interface are used), the sample size comprises 24,000 profiles. The collected data have been processed and analyzed using the topic modeling method, as a result of the analysis, 12 main topics are identified characterizing users' interests. Based on individual topic profiles, topic profiles of communities are formed, furthermore, differences in the digital behavior commercial sharing systems profiles were identified. The application of data on user behavior in digital environment creates new opportunities for digital companies and can become the basis for improving the performance of personalization services, timely adaptation of product offers and approaches to interaction with customers, as well as become the basis for the development of ecosystems.

The article presents the comparative analysis of theoretical approaches to the definition of marketing practices and their understanding by marketing representatives of Russian companies. The article analyzes the existing theoretical approaches to marketing practices as well as the basic models of marketing practices. The research methodology is based on the use of qualitative methods of data collection through semi-structured in-depth interviews with respondents and on the content analyses of this information. In-depth interviews with 91 representatives of Russian companies' marketing departments were conducted as a part of the empirical research. The analysis shows that there is no uniform understanding of marketing practices among researchers in the marketing field and representatives of Russian companies. Researchers define marketing practices as a set of marketing tools, the method of marketing activities organization within the company as well as the company's ability to adapt to environmental factors. There is a fragmentary understanding of marketing practices among the representatives of Russian companies including marketing implementation tools, marketing management in the company and specific marketing activities.

The internet-retailing market is rapidly developing in the recent years, with an increasing number of consumers making online purchases. Growing market competition brings about greater variety of products and brands, growing purchasing power and the possibility to switch to competitors' products in the internet. All these make the research on a consumer journey in the internet-retailing market relevant. This article presents the study of a consumer journey in the Russia's internet-retailing market. The results of the empirical research are based on the responses of 2567 consumers. To analyze the consumer journey, we use several quantitative methods: descriptive statistics, analysis of variance and Tukey's a posteriori multiple comparison test. In the course of the analysis, we describe four stages of consumer journey, as well as the main factors of loyalty formation. We identify groups of consumers that differ in their intention for future purchases and loyalty level based on the analysis of purchases' frequency. The findings may be useful for further research on a consumer journey in the Russian internet-retailing market.

Specific features of the emerging markets challenge the use of approaches designed for developed markets in emerging markets. Customer orientation as one of the key concepts of contemporary marketing requires a rethinking in the context of emerging markets. The purpose of the article is to develop a tool for a complex evaluation of the company's customer orientation level adapted to the Russian market. The empirical study includes mixed qualitative-quantitative design: at the first stage we conducted a quantitative survey with representatives of 239 companies operating in the Russian market, at the second - 62 in-depth interviews. For the analysis of quantitative data we used an explanatory factor analysis (EFA) and confirmatory factor analysis (CFA). As a result the four factorial scale model consisting of 14 indicators was obtained. Drawing on in-depth interviews analysis, the scale was supplemented by the indicators expressing the specifics of customer orientation on the Russian market.

The aim of the paper is to identify the characteristics of marketing metrics usage by Russian FMCG (Fast Moving Consumer Goods) companies. The article provides the definition of «marketing metrics» concept, examines the theoretical aspects of marketing metrics and develops their classification. The author analyzes the basic concepts of marketing assessment and approaches to the classification of marketing metrics. The empirical research is based on a mixed strategy approach. Two stages of in-depth interviews were fulfilled to investigate the marketing metrics usage by Russian FMCG companies. Drawing on the results of the empirical research, characteristics of the marketing metrics usage by Russian FMCG companies are identified: those related to specific metrics and those related to the organization of the evaluation process of marketing activity in companies. The results of the research not only expand the theoretical framework of marketing metrics in Russian FMCG market, but also can be used by the Russian FMCG companies to improve the systems of marketing activity assessment based on marketing metrics usage.

PurposeThe purpose of this paper is to broaden the current view of customer portfolio management by including the notion of customer interconnectedness.Design/methodology/approachThe previous research in customer portfolio theory is reviewed, with special attention to customer interconnectedness. Customer interconnectedness as a criterion to build customer portfolios is studied in the example of large Russian b2b company. First, the results of participative inquiry research within the company are presented and then the insights from five in‐depth interviews are described.FindingsFindings suggest that the assumption of customer independence in a portfolio, on which most of customer portfolio models are based, may not fit certain markets and industries. This paper sheds light on to the specifics of customer portfolio building, in the Russian context and results in the customer interconnectedness assumption.Research limitations/implicationsAdditional research beyond the provided exploratory study is needed to quantitatively test the assumption and generalize the results. The main research implications relate to the new perspective on customer portfolio theory based on customer interconnectedness.Practical implicationsThe paper provides researchers and practitioners with insights into customer portfolio models specifics existing in Russia. This knowledge can be helpful, also, for foreign companies entering the Russian market.Originality/valueThe process of customer portfolio building in the Russian b2b markets has been addressed for the first time in b2b marketing research. The analysis of customer portfolio building in Russian b2b context shows that customer independence assumption is challenged and should be replaced with customer interconnectedness approach.

Digital transformation and rapid development of Internet technologies in the past decade have contributed to the emergence of an innovative business model of collaborative consumption [Sheresheva, Katsoni, 2019] and the spread of collaborative consumption services (CCS). This study attempts to identify the factors that influence consumers' decision to use CCS, drawing on generation differences formulated on the basis of generation theory, with a particular focus on Russian consumers. The factors highlighted as a result of systematization of existing studies have been tested on the data of a quantitative study conducted in the form of an online survey with a sample of 3635 Russian users of CCS. An explanatory factor analysis (EFA) helps the authors construct the framework of factors that influence the decision of three generations of consumers (X, Y, and Z) to use CCS. The analysis of variance between the groups (ANOVA) highlights the generation differences that affect the decision to use the CCS by representatives of three generations. The identified generation features are of both theoretical significance, serving as a basis for further research, and practical value for business, mitigating the risks of introducing new CCS to the market, allowing for the needs of various generations of users.