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Social Media Networks as a Business Environment, During COVID-19 Crisis Tunisia and Turkey

Author

Listed:
  • Mihai C. ORZAN

    (Faculty of Marketing, Bucharest University of Economic Studies, Romania)

  • Adina I. ZARA

    (Faculty of Marketing, Bucharest University of Economic Studies, Romania)

  • Stefan C. CAESCU

    (Faculty of Marketing, Bucharest University of Economic Studies, Romania)

  • Mihaela E. CONSTANTINESCU

    (Faculty of Marketing, Bucharest University of Economic Studies, Romania)

  • Olguta A. ORZAN

    (Department of Dermatology, University of Medicine and Pharmacy,Carol Davila Bucharest, Romania)

Abstract

Companies are now integrating social media marketing into their strategies and policies, for a better business performance. Social media campaigns are cost-effective and flexible in operations, offering many benefits. Between 15 - 30 August 2020 we created and managed a Facebook campaign for a local fashion brand. The online marketing becomes even more valuable in COVID-19 crisis, people shop and spend online more than ever. The marketing campaign generated important data to understand the customers demographic, interests, actions and helps us to make profiles of the potential clients. In this context we analyzed the conversion rate indicator, to understand if the marketing campaign was efficient or not. Conversion rate may not be the best to measure the success, but it is a great tool for tracking performance. We propose also the ROAS indicator, to measure the success of this marketing campaign.

Suggested Citation

  • Mihai C. ORZAN & Adina I. ZARA & Stefan C. CAESCU & Mihaela E. CONSTANTINESCU & Olguta A. ORZAN, 2021. "Social Media Networks as a Business Environment, During COVID-19 Crisis Tunisia and Turkey," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 22(1), pages 64-73, January.
    • Handle: RePEc:rom:rmcimn:v:22:y:2021:i:1:p:64-73
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    References listed on IDEAS

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    1. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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    Cited by:

    1. Barbu Lucia – Nicoleta & Orzan Mihai Cristian & Ciocodeica David Florin & Orzan Olguta Anca, 2023. "The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 736-744, December.
    2. Iasmina-Iulia GRĂDINESCU & Elena GOGA & Mihai PRELIPCEAN & Cristian GHEORGHE & Olguța Anca ORZAN, 2023. "Controversy, and Ethical Challenges: ChatGPT and Its Impact on Customer Experience and Marketing. A Study of Professionals’ Perception towards this Emerging Trend," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(4), pages 38-42, December.
    3. Elena BOSTĂNICĂ & Ştefan-Claudiu CĂESCU & Călin-Petrică VEGHEŞ & Olguţa-Anca ORZAN, 2023. "Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 37-44, September.
    4. Hyeonseok Moon & Taemin Lee & Jaehyung Seo & Chanjun Park & Sugyeong Eo & Imatitikua D. Aiyanyo & Jeongbae Park & Aram So & Kyoungwha Ok & Kinam Park, 2022. "Return on Advertising Spend Prediction with Task Decomposition-Based LSTM Model," Mathematics, MDPI, vol. 10(10), pages 1-12, May.

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    More about this item

    Keywords

    social media; online marketing campaigns; analytics; business manager; conversion rate.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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