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When daily deal services meet Twitter: understanding Twitter as a daily deal marketing platform

Content Provider	ACM Digital Library
Author	Chung, Chin-Wan Park, Jaimie Y.
Abstract	Twitter, a microblogging service which enables users to build social networks and share information, has been recognized as a potentially powerful marketing platform. Daily deal service is one of the many types of businesses that leverage Twitter for marketing purpose; daily deal providers such as Groupon and LivingSocial are not only engaged in active interactions with their potential customers on Twitter but are also encouraging the customers to participate in advertising products through Twitter. Despite the recent surge of interest in studying Twitter as a medium of information diffusion, little is understood about the daily deal information sharing behavior on Twitter. In this research we pose following questions: what kind of daily deals are being talked about in Twitter, when, and how? In order to answer these questions we crawl and analyze a large-scale Twitter and Groupon data to understand the characteristics of the user-generated tweets containing the URL links to daily deals. We also examine the relationship between the sharing of tweets and the actual sales performance of the daily deal service based on the data collected from LivingSocial. We discover the demands of users reflected through Twitter and characterize the customers' information sharing patterns across Twitter. Further, we provide evidence that sharing daily deals on Twitter contributes to the improved sales performance. These findings shed light on the significance of Twitter as a marketing platform, providing key insights for businesses to consider in formulating social marketing strategies.
Starting Page	233
Ending Page	242
Page Count	10
File Format	PDF
ISBN	9781450312288
DOI	10.1145/2380718.2380748
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-06-22
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Microblogging Social media marketing Consumer behavior Electronic word-of-mouth (ewom) Online social networking Twitter Daily deal service Electronic commerce
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
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9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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