Social media in marketing is gaining a great deal of interest from companies and consumers alike. A number of contemporary studies are now considering the effectiveness of adopting social media in terms of ROI. The following articles identify work being undertaken in this area:
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Can you measure the ROI of your social media marketing? DL Hoffman, M Fodor – MIT Sloan Management Review, 2010 – emarketingtravel.net
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Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention AJ Kim, E Ko – Journal of Global Fashion Marketing, 2010 – Taylor & Francis
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Finding high-quality content in social media E Agichtein, C Castillo, D Donato, A Gionis… – Proceedings of the …, 2008 – dl.acm.org
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