Social Media Return on Investment and Performance Evaluation in the Hotel Industry Context

Dimitrios Buhalis () and Emmanouil Mamalakis ()
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Dimitrios Buhalis: Bournemouth University
Emmanouil Mamalakis: Bournemouth University

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 241-253 from Springer

Abstract: Abstract Marketing has been impacted by social media platforms and the Internet developments. To survive fierce competition, corporations have to take advantage of all the opportunities provided by Social Media (SM). Marketers need to evaluate the effectiveness of different SM channels and Return on Investment (ROI) measurement is critical in the management of SM marketing campaigns. This paper assesses SM ROI using Princess Andriana Hotel in Rhodes, Greece as a case study. It clarifies complicated concepts related to SM ROI measurement. A comprehensive framework, built around the landscape of SM ROI assessment supports measurability. A netnographic observation revealed suitable metrics for the evaluation of the SM activities. Five SM channels and a set of analytics tools were combined to measure SM ROI. The result identified both financial and non-financial returns. Finally, recommendations for future assessment of SM campaign are provided.

Keywords: Social media; Return on investment; Metrics; Case study; Hotel; Marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14343-9_18

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DOI: 10.1007/978-3-319-14343-9_18

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