A systematic literature review on social media metrics
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.
Mercati e competitività - Open Access Peer Reviewed Journal
4 issues per year - ISSN 1826-7386, ISSNe 1972-4861
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