Work

Investigation of Social Media Metrics With Respect to Demand Modeling for Promotional Products

Year: 2025

Type: article

Abstract: ABSTRACT Social media (SM) has revolutionized the way companies connect with customers, enabling more personalized marketing strategies and enhancing engagement. With platforms like Facebook offering detailed user data, businesses can create more targeted advertising campaigns. This paper proposes an approach to categorizing SM variables based on their SM marketing objectives with respect to the demand modeling for promotional products, which is particularly challenging due to limited historical data. A taxonomy is developed of the Facebook marketing metrics that drive consumer behavior with respect to product demand. Moreover, the study explores how the SM marketing metrics groups impact short‐term demand modeling for promotional products in an analysis of a real case study and finds that paid Facebook metrics, which are generated from paid advertising efforts on the platform, are the best predictors of demand for their promotional products.

Source: Journal of Forecasting

DOI: 10.1002/for.70064

Authors: Yvonne Badulescu, Fernan Cañas, Ari‐Pekka Hameri, Naoufel Cheikhrouhou

Institutions: HES-SO University of Applied Sciences and Arts Western Switzerland, HES-SO Genève, Universidad de Costa Rica, University of Lausanne

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,400

Funders: National Science Foundation, Universität St. Gallen, Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung, Haute école Spécialisée de Suisse Occidentale