Social media analytics: The effectiveness of promotional events on brand user base in social media

Panagiotis Adamopoulos, Vilma Todri

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Scopus citations

Abstract

This paper studies a pioneering social media venture and seeks to understand the effectiveness of promotional events in social media platforms by evaluating their impact on participating brands. We employ a promising research approach, based on the event study methodology, and use a rich database consisting of all the promotional events on Twitter by American Express Company and its participating partners. Based on the results of the presented econometric analysis and focusing on the long-term business value of this novel use of social media, we find that promotional events combined with implicit or explicit advocacy on social media platforms result in significant abnormal returns for the participating brand, in terms of fan base and new followers on the social media platform. Finally, we both contribute to the related literature, discovering new rich findings, and provide actionable insights with major implications for brands, marketers, and social media platforms.

Original languageEnglish (US)
Title of host publication35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
PublisherAssociation for Information Systems
StatePublished - Jan 1 2014
Event35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014 - Auckland, New Zealand
Duration: Dec 14 2014Dec 17 2014

Other

Other35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
CountryNew Zealand
CityAuckland
Period12/14/1412/17/14

Keywords

  • Business analytics
  • Business value
  • Econometrics
  • Event study
  • Online social networks
  • Social commerce
  • Social media
  • User base

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