Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12217 |
Resumo: | This article aims to analyze the use of metrics in social media and site performance indicators and their relationship with brand value by cosmetic companies in Brazil. In this research, it was necessary to create a database within the observed period (November 2015 to April 2016) in the 14 selected cosmetic brands. Data were extracted from two social network applications (Facebook and Instagram) and 3 tools from Digital Analytics (SimilarWeb, Alexa and Nibbler). The quantitative approach was supported by the multivariate multiple linear regression technique. As a result, although there is no numerical precision of the selected metrics in relation to the brand value, it is possible to assume that the clusters that obtained the best results in the data analyzes were the metrics of Site performance indicators and Significance Site Analysis by Nibbler obtained the highest adjusted R2 (0,332). The study also proposes a preliminary way of measuring metrics that can allow the identification of opportunities for new strategies in companies and, consequently, increase the exposure and value of their brands. |
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Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics CompaniesUso de Métricas em Mídias Sociais e Indicadores de Desempenho do Site e sua Relação com o Valor da Marca em Empresas de Cosméticos no BrasilMetrics; Social Media; Website Performance Indicators; Cosmetics Companies; Value of the Brand.Métricas; Mídias Sociais; Indicadores de Desempenho do Site; Empresas de Cosméticos; Valor da Marca.This article aims to analyze the use of metrics in social media and site performance indicators and their relationship with brand value by cosmetic companies in Brazil. In this research, it was necessary to create a database within the observed period (November 2015 to April 2016) in the 14 selected cosmetic brands. Data were extracted from two social network applications (Facebook and Instagram) and 3 tools from Digital Analytics (SimilarWeb, Alexa and Nibbler). The quantitative approach was supported by the multivariate multiple linear regression technique. As a result, although there is no numerical precision of the selected metrics in relation to the brand value, it is possible to assume that the clusters that obtained the best results in the data analyzes were the metrics of Site performance indicators and Significance Site Analysis by Nibbler obtained the highest adjusted R2 (0,332). The study also proposes a preliminary way of measuring metrics that can allow the identification of opportunities for new strategies in companies and, consequently, increase the exposure and value of their brands.Este artigo procura analisar a utilizao de mtricas em mdias sociais e indicadores de desempenho do site e sua relao com o valor da marca pelas empresas de cosmticos instaladas no Brasil. Nesta pesquisa foi necessria a criao de uma base de dados dentro do perodo observado (novembro de 2015 a abril de 2016) nas 14 marcas de cosmticos selecionadas. Para a construo dessa base foram extrados dados de 2 aplicativos de Redes Sociais (Facebook e Instagram) e 3 ferramentas de Digital Analytics (SimilarWeb, Alexa e Nibbler). A abordagem quantitativa foi apoiada pela tcnica multivariada de regresso linear mltipla. Como resultado, apesar de no existir uma preciso numrica das mtricas selecionadas em relao ao valor da marca possvel presumir que os agrupamentos que obtiveram melhores resultados nas anlises de dados foram as mtricas de indicadores de desempenho do site, sendo que a Unidade de Significncia Anlise do site pelo Nibbler obteve o maior R2 ajustado (0,332). O estudo prope ainda uma forma preliminar de mensurar mtricas que podem permitir a identificao de oportunidades para novas estratgias nas empresas, e consequentemente, aumentar a exposio e o valor de suas marcas.Universidade Nove de Julho - Uninove2018-02-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1221710.5585/remark.v17i1.3581ReMark - Revista Brasileira de Marketing; v. 17, n. 1 (2018): Janeiro - Março; 80-992177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12217/5861Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessPinochet, Luis Hernan ContrerasPachelli, Iara Louiseda Rocha, Francisco Marcelo Monteiro2019-02-19T17:37:38Zoai:https://periodicos.uninove.br:article/12217Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:37:38REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies Uso de Métricas em Mídias Sociais e Indicadores de Desempenho do Site e sua Relação com o Valor da Marca em Empresas de Cosméticos no Brasil |
title |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
spellingShingle |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies Pinochet, Luis Hernan Contreras Metrics; Social Media; Website Performance Indicators; Cosmetics Companies; Value of the Brand. Métricas; Mídias Sociais; Indicadores de Desempenho do Site; Empresas de Cosméticos; Valor da Marca. |
title_short |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
title_full |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
title_fullStr |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
title_full_unstemmed |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
title_sort |
Use of Metrics in Social Media and Site Performance Indicators and their Relation to Brand Value in Brazilian Cosmetics Companies |
author |
Pinochet, Luis Hernan Contreras |
author_facet |
Pinochet, Luis Hernan Contreras Pachelli, Iara Louise da Rocha, Francisco Marcelo Monteiro |
author_role |
author |
author2 |
Pachelli, Iara Louise da Rocha, Francisco Marcelo Monteiro |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Pinochet, Luis Hernan Contreras Pachelli, Iara Louise da Rocha, Francisco Marcelo Monteiro |
dc.subject.por.fl_str_mv |
Metrics; Social Media; Website Performance Indicators; Cosmetics Companies; Value of the Brand. Métricas; Mídias Sociais; Indicadores de Desempenho do Site; Empresas de Cosméticos; Valor da Marca. |
topic |
Metrics; Social Media; Website Performance Indicators; Cosmetics Companies; Value of the Brand. Métricas; Mídias Sociais; Indicadores de Desempenho do Site; Empresas de Cosméticos; Valor da Marca. |
description |
This article aims to analyze the use of metrics in social media and site performance indicators and their relationship with brand value by cosmetic companies in Brazil. In this research, it was necessary to create a database within the observed period (November 2015 to April 2016) in the 14 selected cosmetic brands. Data were extracted from two social network applications (Facebook and Instagram) and 3 tools from Digital Analytics (SimilarWeb, Alexa and Nibbler). The quantitative approach was supported by the multivariate multiple linear regression technique. As a result, although there is no numerical precision of the selected metrics in relation to the brand value, it is possible to assume that the clusters that obtained the best results in the data analyzes were the metrics of Site performance indicators and Significance Site Analysis by Nibbler obtained the highest adjusted R2 (0,332). The study also proposes a preliminary way of measuring metrics that can allow the identification of opportunities for new strategies in companies and, consequently, increase the exposure and value of their brands. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-02-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12217 10.5585/remark.v17i1.3581 |
url |
https://periodicos.uninove.br/remark/article/view/12217 |
identifier_str_mv |
10.5585/remark.v17i1.3581 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12217/5861 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 17, n. 1 (2018): Janeiro - Março; 80-99 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642522800128 |