Please use this identifier to cite or link to this item: 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

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