Is There a Need for New Marketing Communications Performance Metrics for Social Media?

Conference object English OPEN
Töllinen, Aarne; Karjaluoto, Heikki;
  • Publisher: EuroMed Press
  • Subject: markkinointiviestintä | sosiaalinen media | markkinoinnin tehokkuuden mittaaminen | markkinoinnin mittaristot | marketing communications | social media | marketing performance measurement | marketing communication metrics

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both acad... View more
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