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

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Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the 50th Hawaii International Conference on System Sciences (HICSS) 2017
Number of pages10
Place of PublicationHonolulu
PublisherHawaii International Conference on System Sciences (HICSS)
Publication date2017
Pages1861-1870
ISBN (Print)9780998133102
DOIs
Publication statusPublished - 2017
EventThe 50th Hawaii International Conference on System Sciences. HICSS 2017 - Waikoloa Village, United States
Duration: 4 Jan 20177 Jan 2017
Conference number: 50
http://hicss.hawaii.edu/

Conference

ConferenceThe 50th Hawaii International Conference on System Sciences. HICSS 2017
Number50
CountryUnited States
CityWaikoloa Village
Period04/01/201707/01/2017
Internet address

Keywords

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

Cite this

Komtesse af Rosenborg, D. C., Buhl-Andersen, I., Nilsson, L. B., Rebild, M. P., Mukkamala, R. R., Hussain, A., & Vatrapu, R. (2017). Buzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page. In Proceedings of the 50th Hawaii International Conference on System Sciences (HICSS) 2017 (pp. 1861-1870). Hawaii International Conference on System Sciences (HICSS). https://doi.org/10.24251/HICSS.2017.226