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Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry

Author

Listed:
  • Olga AZARKINA

    (PRIME RESEARCH International, Germany)

  • Monyédodo KPOSSA

    (Department of Marketing and Communication, ESCE International Business School, Paris, France)

  • Erhard LICK

    (Department of Marketing and Communication, ESCE International Business School, Paris, France)

Abstract

This research aims to explore correlations between consumer-generated social media activity and the level of sales of German brands from the fast moving consumer goods industry. In particular, the objective was to examine whether there is a correlation between the number of brand mentions in social media and the sales of these products. The results indicate that the number of brand mentions and sales correlate positively in relation to products from the food and beverages category while this is not the case with respect to the non-food product category. Hence, marketers need to promote consumer-generated social media activity particularly for food and beverages.

Suggested Citation

  • Olga AZARKINA & Monyédodo KPOSSA & Erhard LICK, 2014. "Brand Mentions in Social Media as a Key Performance Indicator in the German Fast Moving Consumer Goods Industry," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 23-30.
    • Handle: RePEc:ddj:fseeai:y:2014:i:2:p:23-30
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    References listed on IDEAS

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