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

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dc.citation.issue1
dc.citation.volume17
dc.contributor.authorContreras Pinochet, Luis Hernan [UNIFESP]
dc.contributor.authorPachelli, Iara Louise
dc.contributor.authorMonteiro da Rocha, Francisco Marcelo [UNIFESP]
dc.coverageSao Paulo
dc.date.accessioned2020-07-02T18:51:57Z
dc.date.available2020-07-02T18:51:57Z
dc.date.issued2018
dc.description.abstractThis 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.en
dc.description.affiliationUniv Fed Sao Paulo UNIFESP, Escola Paulista Polit Econ & Negocios, Dept Adm, Sao Paulo, SP, Brazil
dc.description.affiliationUniv Fed Sao Paulo UNIFESP, Escola Paulista Econ Polit & Negocios EPPEN, Dept Multidisciplinar, Sao Paulo, SP, Brazil
dc.description.affiliationUnifespUniv Fed Sao Paulo UNIFESP, Escola Paulista Polit Econ & Negocios, Dept Adm, Sao Paulo, SP, Brazil
dc.description.affiliationUnifespUniv Fed Sao Paulo UNIFESP, Escola Paulista Econ Polit & Negocios EPPEN, Dept Multidisciplinar, Sao Paulo, SP, Brazil
dc.description.sourceWeb of Science
dc.format.extent80-99
dc.identifierhttp://dx.doi.org/10.5585/remark.v17i1.3581
dc.identifier.citationRevista Brasileira De Marketing. Sao Paulo, v. 17, n. 1, p. 80-99, 2018.
dc.identifier.doi10.5585/remark.v17i1.3581
dc.identifier.fileWOS000429106600006.pdf
dc.identifier.issn2177-5184
dc.identifier.urihttps://repositorio.unifesp.br/handle/11600/53783
dc.identifier.wosWOS:000429106600006
dc.language.isopor
dc.publisherUniv Nove Julho
dc.relation.ispartofRevista Brasileira De Marketing
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectMetricsen
dc.subjectSocial Mediaen
dc.subjectWebsite Performance Indicatorsen
dc.subjectCosmetics Companiesen
dc.subjectValue of the Branden
dc.titleUSE OF METRICS IN SOCIAL MEDIA AND SITE PERFORMANCE INDICATORS AND THEIR RELATION TO BRAND VALUE IN BRAZILIAN COSMETICS COMPANIESen
dc.typeinfo:eu-repo/semantics/article
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