Buzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page

Desiree Christina Komtesse af Rosenborg, Ida Buhl-Andersen, Line Bygvrå Nilsson, Mark Philip Rebild, Raghava Rao Mukkamala, Abid Hussain, Ravi Vatrapu

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

114 Downloads (Pure)


This paper examines the relationship between social media engagement and financial performance of the global fast fashion company, H&M. We analyze big social data from Facebook on the seven H&M style collections that occurred during 2012 and 2013 to investigate if style icon campaigns have a larger effect on quarterly sales than designer collaborations. We find that style icons such as David Beckham generate more social buzz than designer collaborations. Social Set Analysis of the Facebook data shows that the overlap between the users H&M reach with their different style collections is fairly small. The deviations between forecasted quarterly sales and actual quarterly sales are analyzed. Our results show that that style icon campaigns have a larger impact on sales than designer collaborations and reveal that the quarters with the largest deviations coincide with the quarter in which H&M ran a style icon campaign. We discuss the implications of our findings and outline directions for future research.
TitelProceedings of the 50th Hawaii International Conference on System Sciences (HICSS) 2017
Antal sider10
ForlagHawaii International Conference on System Sciences (HICSS)
ISBN (Trykt)9780998133102
ISBN (Elektronisk)9780998133102
StatusUdgivet - 2017
BegivenhedThe 50th Hawaii International Conference on System Sciences. HICSS 2017 - Waikoloa Village, USA
Varighed: 4 jan. 20177 jan. 2017
Konferencens nummer: 50


KonferenceThe 50th Hawaii International Conference on System Sciences. HICSS 2017
ByWaikoloa Village


  • Big social data
  • Social business
  • Facebook data analysis
  • Predictive analytics
  • Style icon campaigns