Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil

Journal Title: European Journal of Management Issues - Year 2016, Vol 24, Issue 7

Abstract

Relevance of the study: Based on data collection and analysis, present research made it possible to identify how the activities devised by a group-buying website on Facebook may exert influence on the KPIs for success. Purpose: The main task of present research is to answer the following question: can a digital social network be considered an effective tool for the improvement of key performance indicators (KPI) of a group-buying website? Findings: The research was conducted by considering data collected via mechanical observation using the computational tools Facebook Dashboard and Google Analytics. Data were analyzed using the means of comparison and a Pearson correlation coefficient, which demonstrated positive results of the campaign. When compared, the key performance indicators of the web site relating to Facebook displayed a larger dynamics than the general performance indicators of this web site. By the correlation coefficient, it was found that a higher power range of the Facebook Enterprise´s fan page could result in the increased traffic page hits of the examined web site, and an increase, mainly, in the number of new visitors. Originality / value: This paper analyzes some key performance indicators of a promotional campaign on Facebook for an online group-buying website in the city of Ribeirão Preto, São Paulo State, Brazil. Practical implications: Based on the collected data and performed analysis, it was found that the promotional activities on Facebook can increase the flow of new visitors and attract potential buyers to a group-buying website. Future research: It is recommended to perform further research for other social networks and in other countries.

Authors and Affiliations

Ildeberto Aparecido Rodello, Vinícius Dândolo, Márcia Mazzeo Grande

Keywords

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  • EP ID EP192183
  • DOI 10.15421/191627
  • Views 158
  • Downloads 0

How To Cite

Ildeberto Aparecido Rodello, Vinícius Dândolo, Márcia Mazzeo Grande (2016). Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil. European Journal of Management Issues, 24(7), 244-249. https://europub.co.uk/articles/-A-192183