USE OF METRICS IN SOCIAL MEDIA AND SITE PERFORMANCE INDICATORS AND THEIR RELATION TO BRAND VALUE IN BRAZILIAN COSMETICS COMPANIES

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 Autor UNIFESP Google Scholar
Pachelli, Iara Louise Google Scholar
Monteiro da Rocha, Francisco Marcelo Autor UNIFESP Google Scholar
Abstract 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.
Keywords Metrics
Social Media
Website Performance Indicators
Cosmetics Companies
Value of the Brand
xmlui.dri2xhtml.METS-1.0.item-coverage Sao Paulo
Language Portuguese
Date 2018
Published in Revista Brasileira De Marketing. Sao Paulo, v. 17, n. 1, p. 80-99, 2018.
ISSN 2177-5184 (Sherpa/Romeo, impact factor)
Publisher Univ Nove Julho
Extent 80-99
Origin http://dx.doi.org/10.5585/remark.v17i1.3581
Access rights Open access Open Access
Type Article
Web of Science ID WOS:000429106600006
URI https://repositorio.unifesp.br/handle/11600/53783

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