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Framing Coworking Spaces Marketing Strategies via Social Media Indices

Author

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  • Vagianos Dimitrios

    (Department of International and European Studies, University of Macedonia, Thessaloniki, Greece)

  • Koutsoupias Nikos

    (Department of International and European Studies, University of Macedonia, Thessaloniki, Greece)

Abstract

In this paper an investigation of social media marketing techniques of Coworking spaces’ type of business is performed, using datasets acquired using social media monitoring tools. Mediatoolkit has been used to scrap data deriving from the activity of the WeWork Instagram and Twitter accounts which were collected on a 24/7 basis from varying locations and in multiple languages in a fifteen-day time window. Indices related to sentiment, reach, influence, number of followers, retweets, likes, comments, and view scores formed the datasets that were examined by applying multiple correspondence analysis as well as the hierarchical clustering method. The aim of this paper was to explore the inherent properties of the multiple indices describing the general realm of social media marketing tools, and more specifically aspires to provide digital marketers with an alternative perspective of social media marketing strategies related to the emerging coworking spaces type of business. The authors identified three classes/segments of posts, whereas post polarity tends to relate to geographic location, regardless of the social media channel used for posting.

Suggested Citation

  • Vagianos Dimitrios & Koutsoupias Nikos, 2021. "Framing Coworking Spaces Marketing Strategies via Social Media Indices," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 25(2), pages 1-14, June.
    • Handle: RePEc:vrs:eaiada:v:25:y:2021:i:2:p:1-14:n:3
    DOI: 10.15611/eada.2021.2.01
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    References listed on IDEAS

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    More about this item

    Keywords

    multiple correspondence analysis; hierarchical clustering; social media marketing tools; coworking spaces;
    All these keywords.

    JEL classification:

    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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