Framing Coworking Spaces Marketing Strategies via Social Media Indices

• Autorzy: Dimitrios Vagianos , Nikos Koutsoupias

Warianty tytułu

Określenie zakresu strategii marketingowych przestrzeni coworkingowych na podstawie wskaźników mediów społecznościowych

• Języki publikacji: EN

Abstrakty

EN

In this paper an investigation of social media marketing techniques of Coworking spaces' type of business is performed, using datasets acquired using social media monitoring tools. Mediatoolkit has been used to scrap data deriving from the activity of the WeWork Instagram and Twitter accounts which were collected on a 24/7 basis from varying locations and in multiple languages in a fifteen-day time window. Indices related to sentiment, reach, influence, number of followers, retweets, likes, comments, and view scores formed the datasets that were examined by applying multiple correspondence analysis as well as the hierarchical clustering method. The aim of this paper was to explore the inherent properties of the multiple indices describing the general realm of social media marketing tools, and more specifically aspires to provide digital marketers with an alternative perspective of social media marketing strategies related to the emerging coworking spaces type of business. The authors identified three classes/segments of posts, whereas post polarity tends to relate to geographic location, regardless of the social media channel used for posting.(original abstract)

W artykule zaprezentowano wyniki badania technik marketingu społecznościowego w biznesie typu coworking przy użyciu zbiorów danych uzyskanych za pomocą narzędzi do monitorowania mediów społecznościowych. Do wycinania danych pochodzących z aktywności kont firmy WeWork na Instagramie i Twitterze wykorzystano Mediatoolkit. Dane były gromadzone 24 godziny na dobę, 7 dni w tygodniu, z różnych lokalizacji i w wielu językach, w piętnastodniowym przedziale czasowym. Wskaźniki związane z sentymentem, zasięgiem, wpływem, liczbą obserwujących, retweetami, polubieniami, komentarzami i wynikami wyświetleń utworzyły zbiory danych, które zostały zbadane za pomocą analizy korespondencji wielu zmiennych, a także metody hierarchicznego grupowania. Celem artykułu jest zbadanie nieodłącznych właściwości wielu indeksów opisujących ogólną dziedzinę narzędzi marketingu wykorzystywanych w social mediach. Autorzy pragną udostępnić marketerom cyfrowym alternatywną perspektywę prowadzenia strategii marketingowych w obszarze mediów społecznościowych związanych z nowatorskimi przedsięwzięciami dotyczącymi przestrzeni coworkingowych. Zidentyfikowano trzy kategorie/segmenty postów, przy czym polaryzacja postów zwykle odnosi się do lokalizacji geograficznej, niezależnie od kanału mediów społecznościowych używanego do publikowania.(abstrakt oryginalny)

Słowa kluczowe

EN

Correspondence analysis; Hierarchical classification methods; Social media; Marketing; Coworking

PL

Analiza korespondencji; Hierarchiczne metody klasyfikacyjne; Media społecznościowe; Marketing; Coworking

• Czasopismo: Ekonometria / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2021
• Tom: 25
• Numer: nr 2
• Strony: 1--14

Twórcy

autor

Dimitrios Vagianos

• University of Macedonia, Thessaloniki, Greece

autor

Nikos Koutsoupias

• University of Macedonia, Thessaloniki, Greece

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Identyfikatory

DOI

10.15611/eada.2021.2.01