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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：社交媒体中品牌用户基础上的促销活动的有效性

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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：本文研究了一个开创性的社交媒体企业，并通过评估促销活动对参与品牌的影响来了解促销活动在社交媒体平台中的有效性。我们采用基于事件研究方法的有前途的研究方法，并使用包含美国运通公司及其参与合作伙伴在Twitter上所有促销活动的丰富数据库。根据提出的计量经济学分析的结果，并着重于这种新颖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上的隐性或显性倡导相结合，会为参与品牌带来显着的异常收益，以及社交媒体平台上的粉丝群和新关注者。最后，我们俩都为相关文献做出了贡献，发现了新的丰富发现，并提供了对品牌，营销人员和社交媒体平台具有重大意义的可行见解。

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