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

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Olga AZARKINA; Monyédodo KPOSSA; Erhard LICK;
  • Publisher: Dunarea de Jos University of Galati
  • Journal: Annals of Dunarea de Jos University. Fascicle I : Economics and Applied Informatics, issue 2, pages 23-30 (issn: 1584-0409, eissn: 1584-0409)
  • Publisher copyright policies & self-archiving
  • Subject: Electronic computers. Computer science | HB71-74 | Economics as a science | Social media metrics, Fast moving consumer goods, Brand mentions, Key performance indicator, and sales | HB1-3840 | QA75.5-76.95 | Economic theory. Demography

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 numbe... View more
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