Current university study wants to prove success of social media: 5 percent more sales?


Work well, plant 500 trees! make the Working World more Human and Ecological, so we donate Revenue for Certified Afforestation. As Publisher Best of HR - Berufebilder .de® with a unique Book Concept, on Demand eCourses and News Service we share 15 years of Experience with our Customers (Samsung, Otto, State Institutions). By the Top 20-Blogger Simone Janson, referenced in ARD, ZEIT, WELT, Wikipedia .
Copyright: Artwork created by Simone Janson | Best of HR Berufebilder.de® picture location: Värmemansgrände 2, 02150 Espoo, Finland.

A study from Aalto University, the University at Buffalo and Texas AundM University celebrates the scientific evidence that social media binds to the higher Company and leads to higher sales. Finally the breakthrough for social media marketing? Hardly likely!

PressRelease_photos_03-2013_AaltoUniversity_Business_Revenue_with_Social_Media_photo_Mikko_Raskinen_003_JPG

Here writes for you:

Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

Profile

Dull feeling or scientific proof?

In the case of social media, the ghosts are still divorced: for some, it is a time-consuming gimmick and a lot of hot air, for the others the marketing and communication tool of the future.

The press release, which I got this morning, did at least as if the last, for many social media enthusiasts only a dull feeling, can now be scientifically proven.

Data for the first time at people level?

So far there has been no data on the person level, which linked the activity of a customer on the pages of a company in the social media with the buying behavior of this customer.

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!

I do not doubt that such data have yet been collected - but perhaps I am only confused by the sheer unmanageable mass of social media studies.

Social Media brings 5% more sales?

"Now there is evidence that customers using social networks become one Company Keep in touch, generate more sales than other customers, ”was then Dr. Ashish Kumar, assistant professor of marketing at Aalto University quotes.

And further: “Our study showed that engagement in social media strengthens the bond between the customer and the company. Customers who use a company's social media sites spend 5,6% more money and visit the store about 5% more than other customers. ”

Breakthrough or tired smile?

Well, this is after all a great news, whole 5,6% sales increase! However, I'm not sure if this 5,6% will trigger any company that is currently not active in social media behind the stove.

Or whether the 5,6% would not make the skeptics smile tired after the motto: "We always knew ..."

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!

How were the data collected?

This study was published in a special edition on the topic of 'Social Media and Business Transformation' in the journal Information Systems Research and can be downloaded here http://dx.doi.org/10.1287/isre.1120.0460 - and only for a fee.

Unfortunately, there is no information about the data set of the study, ie the number of participants surveyed. It is not at all clear how the data was measured at all. But that would be necessary to be able to classify the meaningfulness of these numbers correctly BEFORE you buy the study.

Clicks or indirect success measurement?

For example, were the clicks counted? And perhaps the indirect commitment rate, that is, those who are informed themselves in social media, but then did not click the same, but rather buy something later, somehow raised?

Because in my opinion the measurability of such “stragglers”, which is difficult to measure, is the big problem in social media marketing, because it can only be recorded “emotionally” - and therefore social media is suspect for many marketing managers.

Further Information

After all, there are other contact information:

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!

The study was conducted by Ashish Kumar (Aalto University) in collaboration with Rishika Rishika and Ramkumar Janakiraman (Texas AundM University) and Ram Bezawada (University at Buffalo, New York).

Contact:

Dr. Ashish Kumar, Assistant Professor of Marketing Aalto University, School of Business ashish.kumar@aalto.fi Tel. +358 50 4311813

Johanna Lassy Aalto University Communications johanna.lassy@aalto.fi Tel. + 358-50-590 7207

Tip: Text as PDF (please read the instructions!) or to this text complete eCourse Download. Actions or news via Newsletter!


More knowledge - PDF download, eCourse on demand or personal advice


Offline download: Download this text as PDF - Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save).

3,99 Book now


Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

19,99 Book now


Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

179,99 Book now



You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow

Post a Comment

Your email address will not be published. Required fields are marked with * .

JaI would like to be regularly informed about the latest promotions & offers Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.