Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

The Strategic Value of Weather Changes in Social Media and Sales Analytics

Published: May 24, 2022


M. Tolga Akçura, Professor of Marketing, Özye?in University; I??l Büdeyri Turan, PhD Student, Özye?in University


Changes in weather help explain variations in consumer behaviour. This paper focuses on the impact of temperature changes to emphasize the necessity of incorporating weather into social media and sales analytics with attention to user-generated contents and category-level sales. The preliminary autoregressive analyses run at country-level with monthly data, and city-level with weekly data show that one Celsius-degree increase in temperature explains one percent of beer sales from one year to another. Extreme temperature variations lead a potential gain of 2.2% to 3.5% (changes per city), and a potential loss of 2.5% to 2.9% on annual sales. A dynamic model is built further to investigate temperature’s impact on sales-social interaction. The findings suggest that sales-social model leads biased estimates if temperature is not included in the model. The study provides delicate managerial and theoretical implications on sales-social management using a rich dataset with advanced modelling.