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

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dc.contributor.authorKomtesse af Rosenborg, Desiree Christina
dc.contributor.authorBuhl-Andersen, Ida
dc.contributor.authorNilsson, Line Bygvrå
dc.contributor.authorRebild, Mark Philip
dc.contributor.authorMukkamala, Raghava Rao
dc.contributor.authorHussain, Abid
dc.contributor.authorVatrapu, Ravi
dc.date.accessioned2016-12-29T00:46:05Z
dc.date.available2016-12-29T00:46:05Z
dc.date.issued2017-01-04
dc.description.abstractThis 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.extent10 pages
dc.identifier.doi10.24251/HICSS.2017.226
dc.identifier.isbn978-0-9981331-0-2
dc.identifier.urihttp://hdl.handle.net/10125/41380
dc.language.isoeng
dc.relation.ispartofProceedings of the 50th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBig Social Data
dc.subjectSocial Business
dc.subjectFacebook Data Analysis
dc.subjectPredictive Analytics
dc.subjectStyle Icon Campaigns
dc.titleBuzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page
dc.typeConference Paper
dc.type.dcmiText

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