New digital metrics in marketing: A comparative study on social media use

Abstract

Analysis metrics of social media are multiplying in order to reflect the performance that companies can get from the Internet activity. It is an essential formula for the information professional as embodying the efforts made in communication. After analyzing different metrics to be used depending on the type of target to be attained with them, the article deals with the analysis of feeling. From the classification of Lovett’s performance, we compared VuelingPeople! and EasyJet. We observe alternate domain in the various parameters.