The effectiveness of marketing strategies in social media: evidence from promotional events

摘要

This paper describes in meticulous detail a study on a specific marketing strategy pursued by American Express and many other companies. American Express makes a promotional offer using Twitter. A consumer accepts and later confirms the offer also using Twitter. The consumer must have a public Twitter account and have linked the account with their American Express account, with what is termed an "easy opt-in process." The decision to accept the promotional offer, that is, to patronize a brand, is broadcast to the consumer's own set of followers.