Research

Social Media Marketing

Feature Analysis of the Web-based Marketing Campaigns
Researchers: Ryuta Ueda, Nanami Matsubara, Aiko Dannoue and Masaharu Ura

There exist many marketing campaigns on the Web. Some of them uses social media to enroll the users in the campaign to expand it to many people. This study defines features of marketing campaigns and extracts the values from each campaign. Our defined features are categorized into the four types: (1) marketing goal, (2) marketing method, (3) gift category and (4) user category. We did a correlation analysis among all types of features. We found that SNS actions were used for advertising the products.