Behavioral Study on Advertising and Marketing Practices in Online Social Media

Annex 1.2 Business Model Identification

Published in: Publications Office of the European Union (2018). doi: 10.2818/774123

Posted on RAND.org on June 04, 2019

by Advait Deshpande, Charlene Rohr

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In this annex we discuss the selection of OSM providers for classifying their functionality and revenue streams and the basis on which the final short-list was decided. For identifying the classifications, the top 30 OSM providers in the EU identified in Subtask 1.1 formed the basis of an initial list. From these 30 OSM providers, following 13 OSM providers were selected for identifying classifications on the basis of OSM platform functionality and revenue streams — Facebook, YouTube, Twitter, Instagram, Reddit, LinkedIn, Pinterest, Twitch, WhatsApp, VK, Xing, Vbox7, and Facebook Messenger. This shortlist was developed in consultation with the Commission, on the basis of following parameters: Functional variations (e.g. social networking, image/video sharing, instant messaging, business networking); Operational footprint (national i.e. specific to one EU country/language, regional i.e. EU-wide or specific to a group of EU countries, or international); Reported number of registered/un-registered users or visitors; Reported revenue; Alexa or similar web ranking; Possible insights the OSM provider could provide for a balanced analysis of the diversity in existing OSM classifications.

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