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
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.
Anderson, D. R., Sweeney, D. J., & Williams, T. A. (2005). Estatística Aplicada à Administração e Economia. Pioneira Thomson Learning, São Paulo.
Camargo, C. P. (2011). Modelos de Social Commerce. São Paulo: O Marketing Digital. Retrieved May 25, 2012, from https://ecommercenews.com.br/artigos/cases/modelos-de-social-commerce.
DeMers J. (2015, Feb) Social Media Now Drives 31% Of All Referral Traffic. Retrieved from http://www.forbes.com/sites/jaysondemers/2015/02/03/social-media-now-drives-31-of-all-referral-traffic/#7bddfc931aee.
Lin, C. S., & Wu, S. (2015). Exploring antecedents of online group-buying: Social commerce perspective. Human Systems Management, 34(2), 133–147. doi:10.3233/hsm-150837.
Malhotra, N. K. et al. (2005). Introdução à Pesquisa de Marketing. Pearson Prentice HallIdioma, São Paulo.
McDowell, W. C., Wilson, R. C., & Kile, C. O. (2016). An examination of retail website design and conversion rate. Journal of Business Research, 69(11), 4837–4842. doi:10.1016/j.jbusres.2016.04.040
Musser, J., & O’Reilly, T. (2006). Web 2.0 – Principles and Best Practices. O’Reilly Radar. Retrieved from http://entreprisedigitale.typepad.com/main/files/web20_report_excerpt.pdf. – Title from the screen.
Palmer, M. (2008). Shoppers Find Goods Well Recommended. Financial Times. Retrieved January 18th, 2010, from http://www.ft.com/cms/s/349ca1ba-c7c3-11dc-a0b4-.
Peterson, E. T. (2006). The big book of key performance indicators. Retrieved May 25, 2012, from http://www.webanalyticsdemystified.com/downloads/The_Big_Book_of_Key_Performance_Indicators_by_Eric_Peterson.pdf.
Shen, J. (2012). Social Comparison, Social Presence, and Enjoyment in the Acceptance of Social Shopping Websites. Journal of Electronic Commerce Research, 13(3), 198-212. Retrieved from http: //web.csulb.edu/journals/jecr/issues/20123/paper2.pdf.
Wang, W.-T., Wang, Y.-S., & Liu, E.-R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53(5), 625–642. doi:10.1016/j.im.2016.01.006.
Wigand, R. T., Benjamin, R. I., & Birkland, J. L. H. (2008). Web 2.0 and beyond: implications for electronic commerce. Proceedings of the 10th International Conference on Electronic Commerce - ICEC ’08. doi:10.1145/1409540.1409550.
Copyright (c) 2016 The Bulletin of the Dnipropetrovsk University. Series: Management of Innovations
This work is licensed under a Creative Commons Attribution 4.0 International License.
The authors agree with the following conditions:
1. Authors retain copyright and grant the journal right of first publication (Download agreement) with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors have the right to complete individual additional agreements for the non-exclusive spreading of the journal’s published version of the work (for example, to post work in the electronic repository of the institution or to publish it as part of a monograph), with the reference to the first publication of the work in this journal.
3. Journal’s politics allows and encourages the placement on the Internet (for example, in the repositories of institutions, personal websites, SSRN, ResearchGate, MPRA, SSOAR, etc.) manuscript of the work by the authors, before and during the process of viewing it by this journal, because it can lead to a productive research discussion and positively affect the efficiency and dynamics of citing the published work (see The Effect of Open Access).