The impact of social media on return on investment: Registrations and revenue

Gary B. Wilcox and Mercer Moore
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Gary B. Wilcox: Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, USA

Journal of Digital & Social Media Marketing, 2016, vol. 3, issue 4, 363-371

Abstract: While social media spending continues to increase, measuring its impact remains a challenge for most organisations, with surprisingly few able to access the quantitative impact on business outcomes. With an understanding of these measurement issues, this paper examines an assessment of the social media performance model (SMPM) — an analysis procedure that enables improved return on investment using data science. In the context of a business-to-consumer nonprofit organisation, executed across social media, sales promotions, e-mail campaigns and Facebook news feed ads, the use of the model to provide predictive insights will be explored. As new insights are derived from the findings, the SMPM enables data-driven strategy that can be used to influence business outcomes achieved not only through organic social media but also other forms of marketing communication efforts.

Keywords: return on investment; advertising effectiveness; social media impact; social media strategy; B2C branding impact (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:3:i:4:p:363-371

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