Are your social media posts hitting the bullseye?

Loran Jarrett and Sajeev Varki
Additional contact information
Loran Jarrett: University of South Florida, USA
Sajeev Varki: University of South Florida, USA

Journal of Digital & Social Media Marketing, 2022, vol. 9, issue 4, 298-307

Abstract: Business-to-business firms are increasingly using social media to engage with their customers and develop their relationship with them. As such, firms must be able to gauge the performance of their social media posts against defined marketing objectives. This article presents a methodology to determine how well companies are meeting their social media objectives at each stage of the relationship life cycle. This methodology adopts the proportional reduction in loss reliability measure developed by Rust and Cooil. Using this measure, the article provides a step-by-step template for marketers to evaluate their social media content in light of set social media objectives.

Keywords: relationship quality; relationship life cycle; relationship marketing; social media; business to business (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/6981/download/ (application/pdf)
https://hstalks.com/article/6981/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2022:v:9:i:4:p:298-307

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().