Social Media Evaluation Metrics

• Autorzy: Ronalds Skulme , Valērijs Praude
• Języki publikacji: EN

Abstrakty

EN

Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed.
Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages.
Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods.
Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys.
Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages.
Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities. (original abstract)

Słowa kluczowe

EN

Social media; Marketing; Evaluation; Purchasing; Decision making process

PL

Media społecznościowe; Marketing; Ewaluacja; Zakup; Proces podejmowania decyzji

• Czasopismo: Oeconomia Copernicana
• Rocznik: 2016
• Tom: 7
• Numer: nr 1
• Strony: 131--142

Twórcy

autor

Ronalds Skulme

• University of Latvia, Latvia

autor

Valērijs Praude

• University of Latvia, Latvia

Bibliografia

• Abubakar H.L. (2011). An Evaluation of a Company's Resources and Capabilities; Achieving and Sustaining Competitive Advantage. Journal of Management Research and Development, 2(1).
• Central Statistics Bureau of Latvia. Purposes for Internet Usage by Individuals at the Beginning of the Year (%). Retrieved from: http://data.csb.gov.lv/pxweb/lv/zin/zin__datoriz__ikt_ms/ITM0060.px/?rxid=a3d523b3-1982-4ce5-909d-559f97cbd54d.
• Chaudhry S.R., & Abdur M. (2015). Religious Commitment and Muslim Consumers: a Model to Study the Consumer Decision Making Process. In Proceedings of the 2010 Academy of Marketing Science (Ams) Annual Conference.
• Chui M., Manyika J., Bughin J., Dobbs R., Roxburgh C., Sarrazin H., Sands G., & Westergren M. (2012). The Social Economy: Unlocking Value and Productivity Through Social echnologies. Retrieved from http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy.
• Cvijikj I.P., Spiegler E.D., & Michahelles F. (2013). Framework for Social Media Brand Presence. Social Network Analysis and Mining, 3(4). DOI:10.1007/s13278-013-0131-y.
• Donna L., & Hoffman F.M. (2010). Can You Measure the ROI of Your Social Media Marketing. MITSloan Management Review, 52(1).
• European Comission. (2003). What is an SME? Retrieved from: http://ec.europa.eu/enterprise/policies/sme/facts-figures-analysis/sme-definition/index_en.htm
• Hassan S., Nadzim S.Z.A., & Shiratuddin N. (2014). Strategic Use of Social Media for Small Business Based on the AIDA Model. Procedia - Social and Behavioral Sciences, 172(2105). DOI: http://dx.doi.org/10.1016/j.sbspro. 2015.01.363.
• Kaplan A.M., & Haenlein M. (2010). Users of the World, Unite! The Challenge and Lucre of Social Media. Business Horizons, 53(1).
• Kelley K., Clark B., Brown V., & Sitzia J. (2003). Good Practice in the Conduct and Reporting of Survey Research. International Journal for Quality in Health Care, 15(3). DOI: http://dx.doi.org/10.1093/intqhc/mzg031.
• Murdough C. (2009). Social Media Measurement: It's Not Impossible. Journal of Interactive Advertising, 10 (1) DOI: http://dx.doi.org/10.1080/15252019.2009.10722165.
• Saleem M. (2008). Social Media Marketing ROI - Metrics And Analysis. Retrieved from http://searchengineland.com/social-media-marketing-roi-metricsand-analysis-14630.
• Samson A., & Voyer B.G. (2014). Emergency Purchasing Situations: Implications for Consumer Decision-making. Journal of Economic Psychology, 44(10). http://dx.doi.org/10.1016/j.joep.2014.05.004.
• Statista. (2014). Number of Monthly Active Facebook Users Worldwide 2008 - 2014. Retrieved from http://www.statista.com/statistics/264810/number-ofmonthly-active-facebook-users-worldwide/.
• Taylor S.J., & Bogdan R. (1998). Introduction to Qualitative Research Methods. Wiley.
• Woodcock N., & Green A. (2010). Social CRM as a Business Strategy, The Customer Framework. Retrieved from http://customframework.com.

Identyfikatory

DOI

10.12775/OeC.2016.009