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A Multivariate Approach to Facebook Data for Marketing Communication

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A Multivariate Approach to Facebook Data for Marketing Communication

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dc.contributor.author Arrigo, Elisa es_ES
dc.contributor.author Liberati, Caterina es_ES
dc.contributor.author Mariani, Paolo es_ES
dc.date.accessioned 2018-02-19T11:05:00Z
dc.date.available 2018-02-19T11:05:00Z
dc.date.issued 2016-10-10
dc.identifier.isbn 9788490484623
dc.identifier.uri http://hdl.handle.net/10251/98107
dc.description.abstract [EN] The aim of this paper is to propose a method to explore and synthesize social media data in order to aid businesses to make their communication decisions. The research was conducted at the end of 2014 on 5607 Italian Facebook subjects interested in drugs and health. In this study, we refer to the pharmaceutical market that is characterized by strict legal constraints, which prevent any promotional activities (such as advertising) of companies on prescription drugs. Thus, pharmaceutical businesses tend to promote their corporate brand instead of a single product brand. In such context, social media offer the opportunity to gather customers’ information about their attitudes and preferences, helpful to address marketing activities. Through a multivariate statistical approach on Facebook data, we have highlighted the associations existing between TV channels and users’ profiles. Therefore, depending on the value proposition to promote, every business could choose, first, the target group to reach and, then, the nearest suitable channel where to develop the corporate brand communication. es_ES
dc.format.extent 9 es_ES
dc.language Inglés es_ES
dc.publisher Editorial Universitat Politècnica de València es_ES
dc.relation.ispartof CARMA 2016: 1st International Conference on Advanced Research Methods in Analytics es_ES
dc.rights Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) es_ES
dc.subject web data es_ES
dc.subject internet data es_ES
dc.subject big data es_ES
dc.subject qca es_ES
dc.subject pls es_ES
dc.subject sem es_ES
dc.subject conference es_ES
dc.subject Social media es_ES
dc.subject Bussineess Analytics es_ES
dc.subject Marketing communication es_ES
dc.subject Facebook es_ES
dc.subject Binary Correspondence Analysis es_ES
dc.subject Pharmaceutical Industry es_ES
dc.title A Multivariate Approach to Facebook Data for Marketing Communication es_ES
dc.type Capítulo de libro es_ES
dc.type Comunicación en congreso es_ES
dc.identifier.doi 10.4995/CARMA2016.2016.2974
dc.rights.accessRights Abierto es_ES
dc.description.bibliographicCitation Arrigo, E.; Liberati, C.; Mariani, P. (2016). A Multivariate Approach to Facebook Data for Marketing Communication. En CARMA 2016: 1st International Conference on Advanced Research Methods in Analytics. Editorial Universitat Politècnica de València. 66-74. doi:10.4995/CARMA2016.2016.2974 es_ES
dc.description.accrualMethod OCS es_ES
dc.relation.conferencename CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics es_ES
dc.relation.conferencedate July 06-07,2016 es_ES
dc.relation.conferenceplace Valencia, Spain es_ES
dc.relation.publisherversion http://ocs.editorial.upv.es/index.php/CARMA/CARMA2016/paper/view/2974 es_ES
dc.description.upvformatpinicio 66 es_ES
dc.description.upvformatpfin 74 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.relation.pasarela 2974 es_ES


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