Tracking Social Media Engagement : Reversing Sales Declines Through Influencer and Customer Behavior Insights / Ioanna Anninou, Georgia Stavraki.

Format:

Book

Author/Creator:

Anninou, Ioanna, author.

Stavraki, Georgia, author.

Language:

English

Subjects (All):

Advertising.

Social media.

Physical Description:

1 online resource

Other Title:

Tracking Social Media Engagement

Place of Publication:

Los Angeles, California : SAGE Publications, Inc, 2024.

Summary:

Christine is a digital marketing consultant. Her recent client, Baby Life, a well-established infant and toddler brand, had declining sales figures during the past year. Baby Life is headquartered in Italy and develops and trades products for babies and children (e.g., baby food, food accessories, toys). Baby Life recruited Christine to investigate specific reasons behind the sales decline, namely, to better understand the needs of the target market (i.e., parents) and customer satisfaction. To achieve that, Christine will conduct a social media analysis. Specifically, she proposes to analyze X posts (formerly tweets) of two micro-influencers as a first step to better understand relevant consumer behavior data. Then, as a second step of analysis, she will conduct a social media metrics analysis to investigate levels of engagement and interaction with three influencers (and their posts) in the relevant categories. Baby Life invited her to provide advice to the company about the market insights she identifies in the analyzed data and the influencers who can collaborate with the brand to promote various types of the company's products. Baby Life also invited her to discuss how these insights can be used (e.g., in marketing communications and positioning). To help Christine achieve her objectives, students need some understanding of digital and social media marketing.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-6069-5

9781071960691

OCLC:

1463996614