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Ronalds Skulme () and Valerijs Praude ()
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Ronalds Skulme: University of Latvia
Valerijs Praude: University of Latvia

Oeconomia Copernicana, 2016, vol. 7, issue 1, 131-142

Abstract: Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use, but each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. The Authors believe that the methods designed to evaluate online marketing activities should also be more specific. Hence, the Authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities while taking into account different consumer purchase decision stages. Methodology. To achieve the aim of this paper, following research methods were used: theoretical literature analysis, expert surveys, grouping and statistical analysis methods. Data. The proposed formula was based on the data that was collected from theoretical literature analysis and expert surveys. Results. The main result of this paper was to propose a formula, which can calculate the return of social media activities while taking into account different consumer purchase decision stages. Main contribution of the paper. This paper offers a new approach to evaluating the return of social media activities, depending on which purchase decision process stage online marketing activity was meant to influence. This paper can be used as a basis for further research where social media activity revenue evaluation methods are discussed. Marketing specialists can use this paper as an example of how to evaluate the return of social media activities.

Keywords: social media marketing; social media metrics; social media evaluation; consumer purchase decision process (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2016
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