Abstract
Relevance of the study: Based on data collection and analysis, present research made it possible to identify how the activities devised by a group-buying website on Facebook may exert influence on the KPIs for success.
 Purpose: The main task of present research is to answer the following question: can a digital social network be considered an effective tool for the improvement of key performance indicators (KPI) of a group-buying website?
 Findings: The research was conducted by considering data collected via mechanical observation using the computational tools Facebook Dashboard and Google Analytics. Data were analyzed using the means of comparison and a Pearson correlation coefficient, which demonstrated positive results of the campaign. When compared, the key performance indicators of the web site relating to Facebook displayed a larger dynamics than the general performance indicators of this web site. By the correlation coefficient, it was found that a higher power range of the Facebook Enterprise´s fan page could result in the increased traffic page hits of the examined web site, and an increase, mainly, in the number of new visitors.
 Originality / value: This paper analyzes some key performance indicators of a promotional campaign on Facebook for an online group-buying website in the city of Ribeirão Preto, São Paulo State, Brazil.
 Practical implications: Based on the collected data and performed analysis, it was found that the promotional activities on Facebook can increase the flow of new visitors and attract potential buyers to a group-buying website.
 Future research: It is recommended to perform further research for other social networks and in other countries.
Highlights
Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil
The main task of present research is to answer the following question: can a digital social network be considered an effective tool for the improvement of key performance indicators (KPI) of a group-buying website?
Considering online campaigns, managers are able to obtain results through such computational tools as Facebook Dashboard and Google Analytics, which were extremely important in the analysis performed when preparing the present work. Objective he core issue of this research is to answer the following quastion: can a digital social network be considered an effective tool for the improvement of key performance indicators (KPI) of a group-buying website? In order to obtain possible answers, a general purpose of this research was to outline the impact of promotional campaign by a digital social network (Facebook) on KPI of a group-buying website in the city of Ribeirão Preto, São Paulo, Brazil
Summary
Where: rxy – sample correlation coefficient; Sxy – sample covarianc; SDx – standard deviation of x; SDy – standard deviation of y. Sweeney and Williams (2005) [10] explain that the value of the Pearson correlation coefficient varies in an interval from -1 to +1: the closer to +1, there is more positive relation between the two variables, that is, the higher x, the higher y. For Anderson, Sweeney and Williams (2005) [10], the closer the coefficient to 0, the lower is the relation between the variables, that is, x and y are not linearly related. For this calculation, the research applied the Excel package from Microsoft Office® software
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