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Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia

dc.contributor.authorGuzmán Ordóñez A
dc.contributor.authorArroyo Cañada F.J
dc.contributor.authorLasso E
dc.contributor.authorSánchez-Torres J.A
dc.contributor.authorEscobar-Sierra M.
dc.date.accessioned2023-10-24T19:23:54Z
dc.date.available2023-10-24T19:23:54Z
dc.date.created2023
dc.identifier.issn20503318
dc.identifier.urihttp://hdl.handle.net/11407/7882
dc.description.abstractTwitter as a marketing tool has led to a growing interest in measuring the effectiveness of content marketing on this platform. However, there has yet to be a comprehensive analytical model to measure the effectiveness of public content marketing (PCM) accurately and reliably. A literature review determined the gaps between preliminary studies and constructing a new model to measure the content effectiveness, considering variables related to interactivity and performance of digital content marketing (DCM) strategies. For this reason, this study aims to build an analytical model that determines which content characteristics improve the effectiveness of Twitter accounts, taking as a case study the governorates of Colombia. Within the methodology for data mining, CRISP-DM was used, which allowed the cleaning, processing and analysis of all data collected from the accounts of Colombian governments. The results allowed to establish factors that have yet to be considered to measure the Engagement Rate per Post (ERP) and have a critical load on users’ interactivity with the content, such as the tweet type, emojis, dates, the type of media, sentiment associated with the post and emotions. With the model, it was possible to identify the variables that improve the ERP and their impact on the effectiveness of the content. © 2023, The Author(s), under exclusive licence to Springer Nature Limited.eng
dc.language.isoeng
dc.publisherPalgrave Macmillan
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85168620570&doi=10.1057%2fs41270-023-00243-5&partnerID=40&md5=1a1310df120ce0486f8578052007c71b
dc.sourceJ. Marketing Analytics
dc.sourceJournal of Marketing Analyticseng
dc.subjectContent marketingeng
dc.subjectEngagementeng
dc.subjectGovernmenteng
dc.subjectMachine learningeng
dc.subjectSocial mediaeng
dc.subjectTwittereng
dc.titleAnalytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombiaeng
dc.typeArticle
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.publisher.programMercadeospa
dc.publisher.programAdministración de Empresasspa
dc.type.spaArtículo
dc.identifier.doi10.1057/s41270-023-00243-5
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.affiliationGuzmán Ordóñez, A., Facultat d’Economia i Empresa, University of Barcelona, Despacho: 2324, Diagonal 690, Barcelona, 08034, Spain
dc.affiliationArroyo Cañada, F.J., Facultat d’Economia i Empresa, University of Barcelona, Despacho: 2324, Diagonal 690, Barcelona, 08034, Spain
dc.affiliationLasso, E., Grupo de Ingeniería Telemática (GIT), Faculty of Electronic Engineering and Telecommunications, University of Cauca, Calle 5 Nº 4-70, Cauca, Popayán, Colombia
dc.affiliationSánchez-Torres, J.A., Marketing and Tourism, University of Medellín, Cra. 87 #30-65, Belén, Antioquia, Medellín, Colombia
dc.affiliationEscobar-Sierra, M., Marketing and Tourism, University of Medellín, Cra. 87 #30-65, Belén, Antioquia, Medellín, Colombia
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dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín


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