Three essays on social media marketing
- Autores: Manuel Ceballos
- Directores de la Tesis: Nora Lado Cousté (dir. tes.)
- Lectura: En la Universidad Carlos III de Madrid ( España ) en 2019
- Idioma: español
- Tribunal Calificador de la Tesis: José Miguel Múgica Grijalba (presid.), Carlos Flavián Blanco (secret.), José Javier Cebollada Calvo (voc.)
- Programa de doctorado: Programa de Doctorado en Empresa y Finanzas / Business and Finance por la Universidad Carlos III de Madrid
- Materias:
- Enlaces
- Tesis en acceso abierto en: e-Archivo
- Resumen
Social media has transformed the marketing communication landscape. They have become the most rapidly growing communications media. Among them, Twitter is the second most widely adopted, with more than 400 millions of users and it is the fastest growing globally (Global Web Index 2016).
Although companies are concerned about how to use the huge volume of social media data to produce valuable information for marketing strategies and tactics, the current success of such data mining is limited. In a time characterized by an increasingly rapid change and an even faster technological progress, it becomes essential for companies to develop mechanisms to generate and analyze market information. This allows companies to respond efficiently to consumer’s demand.
Nowadays, firms invest huge amount of money into the social media, and marketers need to justify their actions. Thus, a clear understanding of relation between social media efforts and their outcomes are key to taking appropriate marketing decisions.
I address the aforementioned issues in this Doctoral Thesis from the marketing point of view. More specifically, this thesis presents three studies on social media marketing. In chapter one, “How important is the topic of firm-created content to getting retweets? Evidence from the Spanish Twittersphere” (with Nora Lado Cousté and Ángel Garcia Crespo), we study which firm-created content (FCC) topics drive customer engagement. To address this issue, we use a unique dataset with data from the popular microblogging platform Twitter. We use topic analysis to examine more than fourteen thousand corporate tweets in Spanish regarding six global automobile brands over a five-month study period. We find evidence of a differential impact of corporate communication topics on the number of retweets received. Furthermore, the results reveal that tweets about endorsement and sponsorship, new models launched, and corporate news have a positive effect on customer engagement. Also, we find a negative effect on customer engagement in the case of tweets regarding advertising, promotion and review, distribution, and post-sale services. This research has important implications for Chief Marketing Officers in the automobile sector, in terms of better understanding and improving corporate’ strategy in social media communication channels.
In chapter two, “Owned media in Twitter of multinational firms: Does the sender type of account matter” (with Nora Lado Cousté and Ángel Garcia Crespo), we studied the role of corporate-sender type accounts. To explore this issue, we use field data from the micro-blogging social media, Twitter. We develop an empirical study applied to more than 220 corporate Twitter accounts. These accounts are taken from a population of Spanish corporate accounts of the most important automobile brands over a five-week study period. The results indicate that online customer engagement is affected by type of brand user (country, dealer, main, or special). Further, we find that six important marketing topics have a moderating role on the impact of type of corporate accounts. Our research offers a guide for brand managers in charge of communications implementation on social media.
Finally, in the last chapter of my thesis, “Innovation in the Spanish Twittersphere: An Ontology and Stakeholders’ Salience Analysis” (with Ángel García-Crespo, Israel González-Carrasco, Nora Lado, and José L. López-Cuadrado), we determine the importance of the innovation, taking into account their mentions in the Twitter Social Network. Indeed, we identify the main stakeholders in innovation related issues and estimate they salience according to different metrics. For achieving this goal, a rigorous multidimensional analysis has been done based on big data techniques. Also, the research team has defined a conceptual ontological model for the definition of the corpus to be applied in this context. For this task, the authors have based on previous research about innovation and stakeholder theory, its main players and the media used for promoting the innovation. Results obtained with this research have useful implications for enterprises, especially for those who are involved in innovative sectors and primarily seek to respond positively to the technological changes by means of innovative success applications. Moreover, results obtained also point to Twitter as a system used and applied to stimulate and foster an organizational culture based on the innovation. Finally, this research explores the different concepts of the users of Twitter and their role in the global innovation system, as well as the diverse media involved in the communication and promotion of innovation. The main stakeholders are identified and compared in terms of its salience, considering both dimensions, power and legitimacy. Thus, this study tries to shed light on how these perspectives are articulated from what authors call the economic order and the institutional order within the innovation system, which is crucial for an integrated understanding of the dynamics of these innovation processes. This study has been published as a chapter of the book by Palgrave MacMillan: "Revolution of Innovation management".
