volume 20, issue 2, P38-51 2016
DOI: 10.1108/mbe-05-2015-0030
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Deborah Agostino, Yulia Sidorova

Abstract: Purpose: The purpose of this paper is to focus on measuring the contribution generated by social media when used for business purposes, distinguishing between metrics and methods for data collection and data analysis. Organizations worldwide have widely endorsed social media, but available studies on the contribution generated by these technologies for organizations are fragmented. A performance measurement system (PMS) framework to monitor social media is theoretically derived, highlighting the methods for da…

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