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

Mihai C. Orzan, Adina I. Zara, Stefan C. Caescu, Mihaela E. Constantinescu and Olguta A. Orzan
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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

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2021, vol. 22, issue 1, 64-73

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.

Keywords: social media; online marketing campaigns; analytics; business manager; conversion rate. (search for similar items in EconPapers)
JEL-codes: M31 M37 O33 O35 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:22:y:2021:i:1:p:64-73

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