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Vol. 26 No. 113 (2022)
Hate Speeches, Fake News and Social Networks

Varia

Characteristics of advertising performance and the use of social media analytics: southern Brazil scenario

https://doi.org/10.26807/rp.v27i113.1858

Published 2022-05-02

  • Silvia Spagnol Simi dos Santos
    • ,
  • Carlos Eduarto Carvalho

Silvia Spagnol Simi dos Santos
UNOESC

Carlos Eduarto Carvalho
Universidade do Oeste de Santa Catarina – UNOESC

Abstract

Purpose – With the advance of the use of social media by consumers and brands, an analysis of data coming from such means seems to have become essential for public agencies to achieve good performance in their campaigns. This research explores the characteristics of advertisers operating in southern Brazil as well as the scenario of advertising agencies facing the use of Social Media Analytics (SMA) data.

Theoretical framework – The characteristics of the advertiser, the advertising agencies, and the use of social media analysis were used.

Design/methodology/approach – This is a quantitative and descriptive study, operated by collecting primary data through an online survey applied to 92 advertising professionals working in different southern Brazilian agencies. Descriptive and variance analysis (ANOVA) was performed using the SPSS® software.

Findings – The results show the profile of the advertiser and the agencies as well as indicate a strong use of conventional analysis tools. Agencies lack the people, research and investment in collecting data on complex platforms and software such as big data data collection.

Research, Practical & Social implications – Based on the established findings, future researchers may wish to investigate other tools in order to update the field. Practical implications converge for greater investment by social media managers in big data tools and learning, as their use can significantly impact the professional's performance in the digital environment.

Originality/value – Few studies have investigated Brazilian advertisers and agencies. The findings can be seen as a preliminary step towards a greater understanding of activities related to advertising, especially in the digital environment. The study is also original because it tested a scale of use of MAS tools, which strengthens the field and expands the specific knowledge inherent to advertising activity in the digital environment.

Keywords

Advertisers, Agencies, Social Media Analysis, Big Data

PDF (Español (España))

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