Let's (re)locate digitally: spatial competition for users' engagement in the social media space
Online social environments provide attractive platforms for firms to connect and engage with consumers. The objective of this paper is to optimize marketing efforts by brands to improve engagement and market share in social media. To this end, we define and conceptualize the digital social media spa...
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| Veröffentlicht in: | Journal of competitiveness 2024-03, Vol.16 (1), p.184 |
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| creator | Erdmann, Anett Eizaguirre, Maria |
| description | Online social environments provide attractive platforms for firms to connect and engage with consumers. The objective of this paper is to optimize marketing efforts by brands to improve engagement and market share in social media. To this end, we define and conceptualize the digital social media space using the concepts of homophily and social distance. For quantification purposes and a more tangible practical implementation we build on Huff's retail gravity model, which is transposed to the social media space. The model allows the calculation of the expected engagement and social media market participation at the brand level, based on the positioning of the brand and its’ competitors and the distribution of consumer activity in different social media, thus enabling the optimization of marketing efforts through digital (re-)location. The model is applied to leading brands in the athletic footwear market to test its robustness. |
| doi_str_mv | 10.7441/joc.2024.01.11 |
| format | Article |
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| ispartof | Journal of competitiveness, 2024-03, Vol.16 (1), p.184 |
| issn | 1804-1728 1804-171X 1804-1728 |
| language | eng |
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| source | Elektronische Zeitschriftenbibliothek - Frei zugängliche E-Journals |
| subjects | Competition Competitive advantage Digital marketing Market entry Market shares Market strategy Optimization Small & medium sized enterprises-SME Social networks Strategic planning User behavior |
| title | Let's (re)locate digitally: spatial competition for users' engagement in the social media space |
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