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A systematic literature review on social media metrics

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  • Tonino Pencarelli
  • Maria Gabriella Mele

Abstract

When conducting activities on social media (SM), with strategies related to business aims, it is necessary to monitor the activity over time in order to improve the actions taken. This paper aims to provide a theoretical proposal of measurement framework, based on those analyzed through a literature review. The paper also proposes a classification of the SM performance control metrics, from which emerge five different categories of metrics: business activity, brand sharing, dimensional, engagement and business performance metrics. The research highlights: 1) the agreement among experts regarding the need to constantly measure the activity of SM marketing; 2) the need to have a measurement framework to base the control of the strategy; 3) the need to systematize measurement metrics.

Suggested Citation

  • Tonino Pencarelli & Maria Gabriella Mele, 2019. "A systematic literature review on social media metrics," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 15-38.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc1-2019oa7624
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    References listed on IDEAS

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    1. Simons, Robert, 1990. "The role of management control systems in creating competitive advantage: New perspectives," Accounting, Organizations and Society, Elsevier, vol. 15(1-2), pages 127-143.
    2. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    3. Levent KOSAN, 2014. "Accounting for Marketing: Marketing Performance Through Financial Results," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 276-283.
    4. Ronalds Skulme & Valerijs Praude, 2015. "Social media evaluation metrics," Working Papers 103/2015, Institute of Economic Research, revised Apr 2015.
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    Cited by:

    1. Mariapina Trunfio & Simona Rossi, 2021. "Conceptualising and measuring social media engagement: A systematic literature review," Italian Journal of Marketing, Springer, vol. 2021(3), pages 267-292, September.

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