Social media’s return on investment in an integrated marketing campaign: Media mix modelling

Gary B. Wilcox, Kristen Sussman and Arnold Chung
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Gary B. Wilcox: Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, USA
Arnold Chung: Accenture Atlanta Innovation Hub, USA

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 2, 181-190

Abstract: As a brand increases its social media investment, there is a greater need for advertisers and marketers to measure and assess their return on investment. This paper examines the social media performance model (SMPM) using a national restaurant chain’s holiday campaign. It finds that the brand’s advertising spending on Facebook and Instagram was associated with two key performance indicators – website sessions and revenue. The SMPM enabled data-driven strategic insights that were used to impact business outcomes achieved not only through organic and paid social media but also other forms of marketing communication efforts.

Keywords: social media effectiveness; media mix models; social media ROI; Facebook advertising spend; paid social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:181-190

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