A systematic literature review on social media metrics

Abstract

When conducting activities on social media (SM), with strategies related to business aims, it is necessary to monitor the activity over time in order to improve the actions taken. This paper aims to provide a theoretical proposal of measurement framework, based on those analyzed through a literature review. The paper also proposes a classification of the SM performance control metrics, from which emerge five different categories of metrics: business activity, brand sharing, dimensional, engagement and business performance metrics. The research highlights: 1) the agreement among experts regarding the need to constantly measure the activity of SM marketing; 2) the need to have a measurement framework to base the control of the strategy; 3) the need to systematize measurement metrics.

Exploring some marketing practices in management consulting firms: evidence from small service firms in Italy

“…However, future investigations should study further the impact of marketing and communication practices (both online and offline) on SMEs' performance (in terms of increased revenues, longer relationships with customers) together with the analysis of metrics for measuring the impact of social media on firm performance (Pencarelli and Mele, 2019).…”

Conceptualising and measuring social media engagement: A systematic literature review

“…The literature review is one of the most appropriate research methods, which aims to map the relevant literature identifying the potential research gaps that need further research to contribute towards a systematic advancement of new knowledge in the field (Tranfield et al, 2003 ). This research is built upon the rigorous, transparent, and reproducible protocol of the systematic literature review as a scientific and transparent process that reduces the selection bias through an exhaustive literature search (Pencarelli & Mele, 2019 ; Pickering & Byrne, 2014 ; Tranfield et al, 2003 ). Building on recent studies (Inamdar et al, 2020 ; Linnenluecke et al, 2020 ; Phulwani et al, 2020 ), in addition to the systematic literature review, a bibliometric analysis (Li et al, 2017 ) was also performed to provide greater comprehensions into the field's current state and highlight the future research directions.…”

“…The literature review is one of the most appropriate research methods, which aims to map the relevant literature identifying the potential research gaps that need further research to contribute towards a systematic advancement of new knowledge in the field (Tranfield et al, 2003). This research is built upon the rigorous, transparent, and reproducible protocol of the systematic literature review as a scientific and transparent process that reduces the selection bias through an exhaustive literature search (Pencarelli & Mele, 2019;Pickering & Byrne, 2014;Tranfield et al, 2003).…”

Eat, pray, love..images. Measurements and measurement parameters in marketing processes

“…In the contemporary debate on marketing measurements, the problematic relevance of image measurement is raising, especially in the light of the few measurement tools researchers have been able to develop so far (Pencarelli and Mele, 2019). This issue appears even more compelling if we consider the current status of images, which have become a major communication tool often carrying the most relevant individual and collective significances.…”

“…A third, relevant component concerns the potential a-cultural and a-contextual (or trans-contextual) significance of the images created, generated and shared by co-producers. On the one hand, the extensive growth of measurement metrics for social networks (Pencarelli and Mele, 2019) allows to consider the way in which every single image has produced different behaviors from those subjects interacting with it (thus allowing segmentation processes). On the other hand, the cultural and contextual significance codes of single image components (e.g., a seaside sunset as a symbol of: love, holiday, nostalgia, end of life, the last light before the dark of the night, the represen-Copyright © FrancoAngeli This work is released under Creative Commons Attribution -Non-Commercial -NoDerivatives License.…”