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2020 | OriginalPaper | Buchkapitel

1. Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research

verfasst von : Banita Lal, Elvira Ismagilova, Yogesh K. Dwivedi, Shirumisha Kwayu

Erschienen in: Digital and Social Media Marketing

Verlag: Springer International Publishing

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Abstract

Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.

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Metadaten
Titel
Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research
verfasst von
Banita Lal
Elvira Ismagilova
Yogesh K. Dwivedi
Shirumisha Kwayu
Copyright-Jahr
2020
Verlag
Springer International Publishing
Buch
Digital and Social Media Marketing

Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright-Jahr: 2020

DOI
https://doi.org/10.1007/978-3-030-24374-6_1

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