Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry

Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry

This research aims to explore correlations between consumer-generated social media activity and the level of sales of German brands from the fast moving consumer goods industry. In particular, the objective was to examine whether there is a correlation between the number of brand mentions in social...

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Main Authors: Olga AZARKINA, Monyédodo KPOSSA, Erhard LICK
Format: Article
Language:English
Published: Dunarea de Jos University of Galati 2014-11-01
Series:Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics
Online Access:http://www.eia.feaa.ugal.ro/images/eia/2014_2/AzarkinaKpossaLick.pdf
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spelling doaj-835e4fccc8b2474899a26ac53a6ad5552020-11-24T22:06:30ZengDunarea de Jos University of GalatiAnnals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics1584-04091584-04092014-11-0120_222330Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods IndustryOlga AZARKINA0Monyédodo KPOSSA1Erhard LICK 2PRIME RESEARCH International, GermanyDepartment of Marketing and Communication, ESCE International Business School, Paris, FranceDepartment of Marketing and Communication, ESCE International Business School, Paris, FranceThis research aims to explore correlations between consumer-generated social media activity and the level of sales of German brands from the fast moving consumer goods industry. In particular, the objective was to examine whether there is a correlation between the number of brand mentions in social media and the sales of these products. The results indicate that the number of brand mentions and sales correlate positively in relation to products from the food and beverages category while this is not the case with respect to the non-food product category. Hence, marketers need to promote consumer-generated social media activity particularly for food and beverages.http://www.eia.feaa.ugal.ro/images/eia/2014_2/AzarkinaKpossaLick.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Olga AZARKINA
Monyédodo KPOSSA
Erhard LICK
spellingShingle Olga AZARKINA
Monyédodo KPOSSA
Erhard LICK
Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics
author_facet Olga AZARKINA
Monyédodo KPOSSA
Erhard LICK
author_sort Olga AZARKINA
title Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
title_short Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
title_full Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
title_fullStr Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
title_full_unstemmed Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry
title_sort brand mentions in social media as a key performance indicator in the german fast moving consumer goods industry
publisher Dunarea de Jos University of Galati
series Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics
issn 1584-0409
1584-0409
publishDate 2014-11-01
description This research aims to explore correlations between consumer-generated social media activity and the level of sales of German brands from the fast moving consumer goods industry. In particular, the objective was to examine whether there is a correlation between the number of brand mentions in social media and the sales of these products. The results indicate that the number of brand mentions and sales correlate positively in relation to products from the food and beverages category while this is not the case with respect to the non-food product category. Hence, marketers need to promote consumer-generated social media activity particularly for food and beverages.
url http://www.eia.feaa.ugal.ro/images/eia/2014_2/AzarkinaKpossaLick.pdf
work_keys_str_mv AT olgaazarkina brandmentionsinsocialmediaasakeyperformanceindicatorinthegermanfastmovingconsumergoodsindustry
AT monyedodokpossa brandmentionsinsocialmediaasakeyperformanceindicatorinthegermanfastmovingconsumergoodsindustry
AT erhardlick brandmentionsinsocialmediaasakeyperformanceindicatorinthegermanfastmovingconsumergoodsindustry
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