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dc.contributor.authorTöllinen, Aarne
dc.contributor.authorKarjaluoto, Heikki
dc.date.accessioned2015-12-18T11:23:10Z
dc.date.available2015-12-18T11:23:10Z
dc.date.issued2011
dc.identifier.citationTöllinen, 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.otherCONVID_20785235
dc.identifier.otherTUTKAID_47404
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/48192
dc.description.abstractThe 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.extent1153
dc.language.isoeng
dc.publisherEuroMed Press
dc.relation.ispartof4th Annual EuroMed Conference of the EuroMed Academy of Business, 19.-22.10.2011, Elounda, Crete, Greece
dc.subject.othermarkkinoinnin tehokkuuden mittaaminen
dc.subject.othermarkkinoinnin mittaristot
dc.subject.othermarketing communications
dc.subject.othermarketing performance measurement
dc.subject.othermarketing communication metrics
dc.titleIs There a Need for New Marketing Communications Performance Metrics for Social Media?
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-201512164064
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.date.updated2015-12-16T16:15:20Z
dc.relation.isbn978-9963-711-01-7
dc.type.coarhttp://purl.org/coar/resource_type/c_5794
dc.description.reviewstatuspeerReviewed
dc.format.pagerange928-946
dc.type.versionacceptedVersion
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.accesslevelopenAccessfi
dc.relation.conferenceAnnual Conference of the EuroMed Academy of Business
dc.subject.ysomarkkinointiviestintä
dc.subject.ysososiaalinen media
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
dc.type.okmA4


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