The advent of the Internet and its social media platforms have affected people’s daily life. More and more people use it as a tool in order to communicate, exchange opin-ions and share information with others. However, those platforms have not only been used for socializing but also for expressing people’s product preferences. This wide spread of social networking sites has enabled companies to take advantage of them as an important way of approaching their target audience. This thesis focuses on study-ing the influence of social media platforms on the revenue of a single organization like Nike that uses them actively. Facebook and Twitter, two widely-used social me-dia platforms, were investigated with tweets and comments produced by consumer’s online discussions in brand’s hosted pages being gathered. This unstructured social media data were collected from 26 Nike official pages, 13 fan pages from each plat-form and their sentiment was analyzed. The classification of those comments had been done by using the Valence Aware Dictionary and Sentiment Reasoner (VADER), a lexicon-based approach that is implemented for social media analysis. After gathering the five-year Nike’s revenue, the degree to which these could be affected by the clas-sified data was examined by using multiple stepwise linear regression analysis. The findings showed that the fraction of positive/total for both Facebook and Twitter ex-plained 84.6% of the revenue’s variance. Fitting this data on the multiple regression model, Nike’s revenue could be forecast with a root mean square error around 287 billion.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-363117 |
| Date | January 2018 |
| Creators | Dimadi, Ioanna |
| Publisher | Uppsala universitet, Informationssystem |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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