Buzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page

Simple item page
dc.contributor.author Komtesse af Rosenborg, Desiree Christina
dc.contributor.author Buhl-Andersen, Ida
dc.contributor.author Nilsson, Line Bygvrå
dc.contributor.author Rebild, Mark Philip
dc.contributor.author Mukkamala, Raghava Rao
dc.contributor.author Hussain, Abid
dc.contributor.author Vatrapu, Ravi
dc.date.accessioned 2016-12-29T00:46:05Z
dc.date.available 2016-12-29T00:46:05Z
dc.date.issued 2017-01-04
dc.description.abstract This paper examines the relationship between social media engagement and financial performance of the global fast fashion company, H&M. We analyze big social data from Facebook on the seven H&M style collections that occurred during 2012 and 2013 to investigate if style icon campaigns have a larger effect on quarterly sales than designer collaborations. We find that style icons such as David Beckham generate more social buzz than designer collaborations. Social Set Analysis of the Facebook data shows that the overlap between the users H&M reach with their different style collections is fairly small. The deviations between forecasted quarterly sales and actual quarterly sales are analyzed. Our results show that that style icon campaigns have a larger impact on sales than designer collaborations and reveal that the quarters with the largest deviations coincide with the quarter in which H&M ran a style icon campaign. We discuss the implications of our findings and outline directions for future research.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.226
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41380
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Big Social Data
dc.subject Social Business
dc.subject Facebook Data Analysis
dc.subject Predictive Analytics
dc.subject Style Icon Campaigns
dc.title Buzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page
dc.type Conference Paper
dc.type.dcmi Text
Files
Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
paper0231.pdf
Size:
1.31 MB
Format:
Adobe Portable Document Format
Description:
Download
Collections
Data Analytics and Data Mining for Social Media Minitrack