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
Related Articles
- EP ID EP192183
- DOI 10.15421/191627
- Views 320
- Downloads 0
Відкриті інноваційні системи: головні характеристики та напрями інтернаціоналізації
The disclosure of the features and tendencies of innovative development in the modern period is based on the definition of its new characteristics, due to postindustrialism transformations. The purpose of this paper is j...
Асиметричність інформації в глобальній економіці [The information asymmetry in the global economy]
It is studied information asymmetry in terms of the internationalization of the world economy prevents optimal decision making, creates additional transaction costs for producers, resulting in an unequal position in the...
Обґрунтування рекомендованих значень показників динаміки виконання економічних функцій управлінською середовищною системою підприємства машинобудування
Management environment system is a comprehensive and coordinated component in the provision of economic functionality of a machine-building enterprise, which predetermines the need to examine it. A difference in the leve...
Реалізація методологічних підходів до оцінки знань у наукометричних базах
Methodological approaches to the assessment of knowledge in modern information space are investigated, scientometric bases as the main tools for implementation of the knowledge economy are defined, the main scientometri...
Засади інтеграційної маркетингової комунікаційної діяльності виставкових компаній України [Principles of integration marketing communication activity of the Ukraine exhibition companies]
Purpose – to expand theoretical idea of model functioning concerning the integrative principles of marketing communication activity of the Ukrainian exhibition companies. Design/Method/Approach. This research used method...