dc.contributor.author | Töllinen, Aarne | |
dc.contributor.author | Karjaluoto, Heikki | |
dc.date.accessioned | 2015-12-18T11:23:10Z | |
dc.date.available | 2015-12-18T11:23:10Z | |
dc.date.issued | 2011 | |
dc.identifier.citation | Töllinen, A., & Karjaluoto, H. (2011). Is There a Need for New Marketing Communications Performance Metrics for Social Media?. In <i>4th Annual EuroMed Conference of the EuroMed Academy of Business, 19.-22.10.2011, Elounda, Crete, Greece</i> (pp. 928-946). EuroMed Press. <a href="http://www.emrbi.org/bop/EuroMed-4-2011.pdf" target="_blank">http://www.emrbi.org/bop/EuroMed-4-2011.pdf</a> | |
dc.identifier.other | CONVID_20785235 | |
dc.identifier.other | TUTKAID_47404 | |
dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/48192 | |
dc.description.abstract | 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. | |
dc.format.extent | 1153 | |
dc.language.iso | eng | |
dc.publisher | EuroMed Press | |
dc.relation.ispartof | 4th Annual EuroMed Conference of the EuroMed Academy of Business, 19.-22.10.2011, Elounda, Crete, Greece | |
dc.subject.other | markkinoinnin tehokkuuden mittaaminen | |
dc.subject.other | markkinoinnin mittaristot | |
dc.subject.other | marketing communications | |
dc.subject.other | marketing performance measurement | |
dc.subject.other | marketing communication metrics | |
dc.title | Is There a Need for New Marketing Communications Performance Metrics for Social Media? | |
dc.type | conferenceObject | |
dc.identifier.urn | URN:NBN:fi:jyu-201512164064 | |
dc.contributor.laitos | Kauppakorkeakoulu | fi |
dc.contributor.laitos | School of Business and Economics | en |
dc.contributor.oppiaine | Markkinointi | fi |
dc.contributor.oppiaine | Marketing | en |
dc.type.uri | http://purl.org/eprint/type/ConferencePaper | |
dc.date.updated | 2015-12-16T16:15:20Z | |
dc.relation.isbn | 978-9963-711-01-7 | |
dc.type.coar | http://purl.org/coar/resource_type/c_5794 | |
dc.description.reviewstatus | peerReviewed | |
dc.format.pagerange | 928-946 | |
dc.type.version | acceptedVersion | |
dc.rights.copyright | © 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. | |
dc.rights.accesslevel | openAccess | fi |
dc.relation.conference | Annual Conference of the EuroMed Academy of Business | |
dc.subject.yso | markkinointiviestintä | |
dc.subject.yso | sosiaalinen media | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p6988 | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p20774 | |
dc.type.okm | A4 | |