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Social media management, objectification and measurement in an emerging market

Author

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  • Fares Medjani
  • Richard Rutter
  • John Nadeau

Abstract

Emerging markets are a crucial driver of brand growth and social media is a fundamental part of brand strategy and its effective use viewed as instrumental to market success. Therefore, this study explores how managers objectify and measure social media within an emerging market. Semi-structured interviews were conducted with social media managers across a range of companies and thematically analysed in terms of the types, objectives, measures, tools, and resultant satisfaction. Thematic analysis revealed four types of objective as brand, engagement, relationship, and conversion, which resembled a traditional marketing funnel and several subsequent measures and tools. However, singular analysis revealed emerging marketers were lagging behind their developed counterparts. Emerging marketers used unsuitable metrics, single rather than multiple metrics, as well as a complete lack of financial metrics against objectives, whilst only one agent was using all elements of the marketing funnel. Clear practical implications are highlighted in order to better manage and measure social media within emerging markets.

Suggested Citation

  • Fares Medjani & Richard Rutter & John Nadeau, 2019. "Social media management, objectification and measurement in an emerging market," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 11(3), pages 288-311.
    • Handle: RePEc:ids:ijbema:v:11:y:2019:i:3:p:288-311
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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.
    2. Qalati, Sikander Ali & Yuan, Li Wen & Khan, Muhammad Aamir Shafique & Anwar, Farooq, 2021. "A mediated model on the adoption of social media and SMEs’ performance in developing countries," Technology in Society, Elsevier, vol. 64(C).

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