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https://ruomo.lib.uom.gr/handle/7000/550| Title: | Social media metrics and analytics in marketing – S3M: A mapping literature review |
| Authors: | Misirlis, Nikolaos Vlachopoulou, Maro |
| Type: | Article |
| Subjects: | FRASCATI::Social sciences::Economics and Business::Business and Management FRASCATI::Natural sciences::Computer and information sciences |
| Keywords: | social media social media analytics marketing literature review framework |
| Issue Date: | Feb-2018 |
| Source: | International Journal of Information Management |
| Volume: | 38 |
| Issue: | 1 |
| First Page: | 270 |
| Last Page: | 276 |
| Abstract: | The purpose of this study is to present a mapping literature review and a classification for research articles regarding social media metrics and analytics in marketing. The review covers 52 articles from peer review journals and international conferences, from 2010 to 2016. These 52 articles are classified in 5 distinct categories based on their: methodology of research, type of analysis, field of study, marketing objectives and social media type/platform used. The findings of the study reveal which is the most used subcategory for each classification, trends and tendencies. This review provides a base classification for researchers and an editable and continuously augmenting typology for further research in the area. |
| URI: | https://doi.org/10.1016/j.ijinfomgt.2017.10.005 https://ruomo.lib.uom.gr/handle/7000/550 |
| ISSN: | 0268-4012 |
| Other Identifiers: | 10.1016/j.ijinfomgt.2017.10.005 |
| Appears in Collections: | Department of Applied Informatics |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Social Media Metrics and Analytics in Marketing - S3M.pdf | 605,12 kB | Adobe PDF | View/Open |
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