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


Keywords: Group-buying site, web analytics, key performance indicators

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: 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.

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Published
2016-12-25
How to Cite
Rodello, I., Dândolo, V., & Grande, M. (2016). 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. European Journal of Management Issues, (7), 244-249. https://doi.org/10.15421/191627