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Social Media Analytics: The Effectiveness of Promotional Events on Brand User Base in Social Media

机译：社交媒体分析：社交媒体品牌用户基础促销事件的有效性

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摘要

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.
机译：本文研究了开创性的社交媒体风险，并寻求通过评估他们对参与品牌的影响来了解社交媒体平台促销活动的有效性。我们采用了一个有前途的研究方法，基于事件研究方法，并使用丰富的数据库，由美国运通公司及其参与合作伙伴组成的富裕数据库。基于所提出的经济学分析和专注于这部小型使用社交媒体的长期业务价值，我们发现促销活动与社交媒体平台的隐含或明确宣传相结合导致参与品牌的重大异常收益在社交媒体平台上的粉丝基础和新粉丝方面。最后，我们对相关的文献贡献，发现了新的丰富调查结果，并为品牌，营销人员和社交媒体平台提供了可行的洞察。

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