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: | Repositório Institucional da UNIFESP |
Texto Completo: | https://repositorio.unifesp.br/handle/11600/53783 http://dx.doi.org/10.5585/remark.v17i1.3581 |
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 R-2 (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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Contreras Pinochet, Luis Hernan [UNIFESP]Pachelli, Iara LouiseMonteiro da Rocha, Francisco Marcelo [UNIFESP]2020-07-02T18:51:57Z2020-07-02T18:51:57Z2018Revista Brasileira De Marketing. Sao Paulo, v. 17, n. 1, p. 80-99, 2018.2177-5184https://repositorio.unifesp.br/handle/11600/53783http://dx.doi.org/10.5585/remark.v17i1.3581WOS000429106600006.pdf10.5585/remark.v17i1.3581WOS:000429106600006This 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 R-2 (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.Univ Fed Sao Paulo UNIFESP, Escola Paulista Polit Econ & Negocios, Dept Adm, Sao Paulo, SP, BrazilUniv Fed Sao Paulo UNIFESP, Escola Paulista Econ Polit & Negocios EPPEN, Dept Multidisciplinar, Sao Paulo, SP, BrazilUniv Fed Sao Paulo UNIFESP, Escola Paulista Polit Econ & Negocios, Dept Adm, Sao Paulo, SP, BrazilUniv Fed Sao Paulo UNIFESP, Escola Paulista Econ Polit & Negocios EPPEN, Dept Multidisciplinar, Sao Paulo, SP, BrazilWeb of Science80-99porUniv Nove JulhoRevista Brasileira De MarketingMetricsSocial MediaWebsite Performance IndicatorsCosmetics CompaniesValue of the BrandUSE OF METRICS IN SOCIAL MEDIA AND SITE PERFORMANCE INDICATORS AND THEIR RELATION TO BRAND VALUE IN BRAZILIAN COSMETICS COMPANIESinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleSao Paulo171info:eu-repo/semantics/openAccessreponame:Repositório Institucional da UNIFESPinstname:Universidade Federal de São Paulo (UNIFESP)instacron:UNIFESPORIGINALWOS000429106600006.pdfapplication/pdf1135690${dspace.ui.url}/bitstream/11600/53783/1/WOS000429106600006.pdf5602c21cb200802b5ad6aed870f94552MD51open accessTEXTWOS000429106600006.pdf.txtWOS000429106600006.pdf.txtExtracted texttext/plain72838${dspace.ui.url}/bitstream/11600/53783/11/WOS000429106600006.pdf.txt782d39f04c6c42a5b15d2474ff9fc743MD511open accessTHUMBNAILWOS000429106600006.pdf.jpgWOS000429106600006.pdf.jpgIM Thumbnailimage/jpeg7417${dspace.ui.url}/bitstream/11600/53783/13/WOS000429106600006.pdf.jpgdd567e3252e3b5d16df34f2fd0fbcc1eMD513open access11600/537832023-06-05 19:32:52.252open accessoai:repositorio.unifesp.br:11600/53783Repositório InstitucionalPUBhttp://www.repositorio.unifesp.br/oai/requestopendoar:34652023-06-05T22:32:52Repositório Institucional da UNIFESP - Universidade Federal de São Paulo (UNIFESP)false |
dc.title.en.fl_str_mv |
USE OF METRICS IN SOCIAL MEDIA AND SITE PERFORMANCE INDICATORS AND THEIR RELATION TO BRAND VALUE IN BRAZILIAN COSMETICS COMPANIES |
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 Contreras Pinochet, Luis Hernan [UNIFESP] Metrics Social Media Website Performance Indicators Cosmetics Companies Value of the Brand |
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 |
Contreras Pinochet, Luis Hernan [UNIFESP] |
author_facet |
Contreras Pinochet, Luis Hernan [UNIFESP] Pachelli, Iara Louise Monteiro da Rocha, Francisco Marcelo [UNIFESP] |
author_role |
author |
author2 |
Pachelli, Iara Louise Monteiro da Rocha, Francisco Marcelo [UNIFESP] |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Contreras Pinochet, Luis Hernan [UNIFESP] Pachelli, Iara Louise Monteiro da Rocha, Francisco Marcelo [UNIFESP] |
dc.subject.eng.fl_str_mv |
Metrics Social Media Website Performance Indicators Cosmetics Companies Value of the Brand |
topic |
Metrics Social Media Website Performance Indicators Cosmetics Companies Value of the Brand |
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 R-2 (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.issued.fl_str_mv |
2018 |
dc.date.accessioned.fl_str_mv |
2020-07-02T18:51:57Z |
dc.date.available.fl_str_mv |
2020-07-02T18:51:57Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/article |
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article |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Revista Brasileira De Marketing. Sao Paulo, v. 17, n. 1, p. 80-99, 2018. |
dc.identifier.uri.fl_str_mv |
https://repositorio.unifesp.br/handle/11600/53783 http://dx.doi.org/10.5585/remark.v17i1.3581 |
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2177-5184 |
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WOS000429106600006.pdf |
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10.5585/remark.v17i1.3581 |
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WOS:000429106600006 |
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Revista Brasileira De Marketing. Sao Paulo, v. 17, n. 1, p. 80-99, 2018. 2177-5184 WOS000429106600006.pdf 10.5585/remark.v17i1.3581 WOS:000429106600006 |
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https://repositorio.unifesp.br/handle/11600/53783 http://dx.doi.org/10.5585/remark.v17i1.3581 |
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Univ Nove Julho |
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