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 343
- Downloads 0
Theoretical features and components in the development of the regional labor market
Purpose – to define theoretical features and to substantiate components in the development of the regional labor market. Design/Method/Approach. The systems approach is applied in order to substantiate a conceptual sche...
Оценка инновационного развития региона как инструмент совершенствования региональной инновационной системы (на примере кемеровской области)
The article discusses the concept of innovative development of the region and the regional innovation system, identified three components of the regional innovation systems: innovation potential, innovation climate, inno...
Перспективи розвитку сфери ІТ як провідної інноваційної галузі України
An analysis of Ukrainian IT market was made based on statistical data. This analysis showed that there is great potential for development of innovations sector in Ukraine. A forecast of IT market volumes in 2014-2016 yea...
Dynamic capabilities: a systematic literature review of theory and practice
Purpose. Although the dynamic capability concept has been one of the most researched topics in strategic management in recent years, it is not commonly defined in theory and hardly applied in practice. For this reason, t...
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...