Marketing communication metrics for social media

Article English OPEN
Töllinen, Aarne; Karjaluoto, Heikki;
(2011)
  • Publisher: Inderscience Publishers
  • Subject: markkinointiviestintä | markkinoinnin tehokkuuden mittaaminen | laadullinen mittaaminen | sosiaaliset verkostot | marketing communications, marketing performance | performance measurement | qualitative metrics | quantitative metrics | financial metrics | social media marketing | social networks.

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalise... View more
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