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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
Оценка влияния рекламной кампании через социальные сети на ключевые показатели эффективности веб-сайта для он-лайн групповых покупок в Бразилии
Оцінка впливу рекламної кампанії через соціальні мережі на ключові показники ефективності веб-сайта для он-лайн групових покупок у Бразилії
[journal article]
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: c... view more
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.... view less
Classification
Economics
Free Keywords
Group-buying site; web analytics; key performance indicators
Document language
English
Publication Year
2016
Page/Pages
p. 244-249
Journal
European Journal of Management Issues (2016) 7
ISSN
2523-451X
Status
Published Version; peer reviewed