Improving the performance of social media campaigns with the internet of things

• Autor(a) principal: Rivera Ospino, Miguel Jose
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21752
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This dissertation describes the use of the Internet of Things (IoT) in a social networked media campaign for a digital marketing agency. An electronic object platform a van, the interior of which changed color as a function of Twitter user interactions, was developed to simultaneously motivate and assess engagement with the campaign. The campaign’s dissemination was furthermore supported by Facebook posts and prior IoT based research measuring the popularity of different keywords in Twitter conversations, which were subsequently used as Hashtags in the campaign. Using a quasi-experimental methodology, it was created two campaigns. The results obtained a preview campaign (Without IoT) was compare with the results of the IoT campaign. Under the data analysis the IoT generate positive results as a tool for the Propagation of information.