Is There a Need for New Marketing Communications Performance Metrics for Social Media?
Töllinen, A., & Karjaluoto, H. (2011). Is There a Need for New Marketing Communications Performance Metrics for Social Media?. In 4th Annual EuroMed Conference of the EuroMed Academy of Business, 19.-22.10.2011, Elounda, Crete, Greece (pp. 928-946). EuroMed Press. http://www.emrbi.org/bop/EuroMed-4-2011.pdf
© 2011 the Authors. This is an author's post-print version of an article whose final and definitive form has been published in the conference proceeding by EuroMed Academy of Business.
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 academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing communications landscape, or is it time to devise entirely new metrics for measuring marketing communications performance. The study emphasizes that marketing communications performance measurement metrics have developed towards a customer orientation. The findings further indicate that a) there is no broadly accepted opinion of a single critical performance indicator, and b) literature classifies social media marketing metrics in three groups: qualitative, quantitative and financial. The implications of the study point that the shift towards a digitized interactive marketing environment does not necessarily mean that a whole array of new measurement metrics is needed. ...
Parent publication ISBN978-9963-711-01-7
Is part of publication4th Annual EuroMed Conference of the EuroMed Academy of Business, 19.-22.10.2011, Elounda, Crete, Greece
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Showing items with similar title or keywords.
Töllinen, Aarne; Karjaluoto, Heikki (Inderscience Publishers, 2011)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 ...
Mero, Joel; Vanninen, Heini; Keränen, Joona (Elsevier, 2023)While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this ...
Järvinen, Joel (University of Jyväskylä, 2016)Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their ...
Palojärvi, Terhi (2018)Tutkimuksen tarkoituksena on selvittää, kuinka markkinointia sosiaalisessa mediassa voidaan toteuttaa yritysten välisillä (business-to-business, b2b) -markkinoilla sekä miten potentiaalinen markkinointikanava sosiaalinen ...
The impact of digitalization on marketing communications measurement process : case of global B2B industrial companies Järvinen, Joel (2011)The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time ...