Social Media – Is It Worth The Trouble?

Abstract

Marketing environment has changed due to the advent of the internet, the subsequent globalization and the hence ensuing greater competition. These environmental dynamics cause serious challenges for marketers. First, a strong marketing orientation is more important than ever to promote products and services successfully. It is also essential for engaging with customers, and for building brand recognition. Second, new channels, such as social media platforms, are added to the traditional marketing channels. Third, the pressure on marketing managers to justify their marketing allocation and spending is rising. To support managers in their marketing investment decisions, measurement metrics have become indispensable. Based on an investigation of recent studies and public sources this paper presents various approaches to marketing measurement metrics, especially social media marketing metrics. [ABSTRACT FROM AUTHOR] Copyright of Journal of Internet Social Networking & Virtual Communities is the property of IBIMA Publishing LLC and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)