The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Social Media Performance Measurement
Abstract
Today, companies are turning to social media as a source of marketing information. Comments posted on social network sites, tweets, and blogs provide a wealth of data for the improvement of marketing decision making. Thus, marketers are greatly interested in how marketing activities can affect certain social media metrics and to what extent each drives business performance. The purpose of the chapter is to elaborate on the performance outcomes of social media activities and the possibility to use data from these networks for marketing information systems. Thus, the chapter discusses the theoretical foundations of social media and develops dimensions for social media performance measurement. In addition, the integration of social media performance measurement into a marketing information system is discussed and implementation issues are critically evaluated. The chapter closes with an outline of further research directions and a conclusion.
Related Content
|
Yu Bin, Xiao Zeyu, Dai Yinglong.
© 2024.
34 pages.
|
|
Liyin Wang, Yuting Cheng, Xueqing Fan, Anna Wang, Hansen Zhao.
© 2024.
21 pages.
|
|
Tao Zhang, Zaifa Xue, Zesheng Huo.
© 2024.
32 pages.
|
|
Dharmesh Dhabliya, Vivek Veeraiah, Sukhvinder Singh Dari, Jambi Ratna Raja Kumar, Ritika Dhabliya, Sabyasachi Pramanik, Ankur Gupta.
© 2024.
22 pages.
|
|
Yi Xu.
© 2024.
37 pages.
|
|
Chunmao Jiang.
© 2024.
22 pages.
|
|
Hatice Kübra Özensel, Burak Efe.
© 2024.
23 pages.
|
|
|