Proposing and testing a combined social media metrics' analysis method for digital marketing: the case of WeWork Online publication date: Mon, 07-Nov-2022
by Dimitrios Vagianos; Anna Hackova; Martina Kratka
International Journal of Business and Data Analytics (IJBDA), Vol. 2, No. 2, 2022
Abstract: This paper focuses on the emergence of coworking spaces as the collaborative workplace of the future and on the role of digital marketing techniques for this type of business. A case study investigation of the notorious coworking company WeWork was conducted in order to provide analysis of the social media marketing of a gig economy model-based enterprise. By using costless trial or demo versions of social media metrics' tools such as Metricool and Mediatoolkit, data concerning the activity of WeWork's social media accounts and its online mentions on multiple sources were collected and analysed. The performance of the WeWork's website was also examined by utilising the demo version of SimilarWeb digital marketing tool. An online complementary survey on working professionals was also conducted. A comparison of the results acquired by both research methods is presented and some interesting findings for marketers and researchers of the coworking industry are provided.
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