Degree Type

Creative Component

Semester of Graduation

Spring 2019

Department

Theses & dissertations (College of Business)

First Major Professor

Anthony Townsend

Second Major Professor

Russell Laczniak

Degree(s)

Master of Science (MS)

Major(s)

Information Systems

Abstract

The purpose of this research paper is to investigate the influence of input parameters like audience demographics (viz. age, gender, smart device type), and the duration of campaign on its success, to help marketers effectively design and launch social media marketing campaigns. It is hypothesized that the selection of a specific target audience in terms of age, gender, and smart devices they use to interact with the ads has a positive influence on the success of a marketing campaign and the duration for which the campaign is run has an inverted U-relationship with its success. The social media platform chosen for this study is Facebook, since a large majority of the firms in the insurance industry run marketing campaigns on this platform. This could be attributed to Facebook’s popularity against other social media platforms like Twitter, Instagram, Snapchat, Google AdWords, and Pinterest. Another reason for selecting Facebook is that the data collected by Denim Labs, the company providing the data for this study, consists of campaign data run by Denim users on Facebook. This helps in narrowing the scope of the study but might also pose as a limitation to the generalization of the research results to social media platforms besides Facebook. It will be interesting to note if and how the results vary for firms outside the insurance.

Copyright Owner

Akshay Ambekar

File Format

application/pdf

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