Book chapter
Social Media Metrics: From Vanity to Sanity
The SAGE Handbook of Social Media Marketing, pp.403-421
Sage Publications Ltd.
2022
Abstract
Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area. [Book Synopsis]
Details
- Title
- Social Media Metrics: From Vanity to Sanity
- Authors
- Karen Sutherland (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
- Contributors
- Annmarie Hanlon (Editor) - Cranfield UniversityTracy L Tuten (Editor) - Sofia University
- Publication details
- The SAGE Handbook of Social Media Marketing, pp.403-421
- Publisher
- Sage Publications Ltd.
- ISBN
- 9781529784473
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99650898002621
- Output Type
- Book chapter
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