Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations

Kaske, Fabian; Kügler, Maurice; Smolnik, Stefan

doi:10.1109/hicss.2012.504

Cited by 38 publications

(42 citation statements)

References 24 publications

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“…Electronic word of mouth (eWOM) marketing, describes the extension of WOM marketing from physical social networks to those facilitated online (Nakayama, Wan, & Sutcliffe, 2010) by web 2.0 platforms, including social media. Word of Mouth recommendations play an important role in influencing consumer decision making (Brown & Reingen, 1987;Kaske, et al, 2012).…”

Section: Business Adoption and Use Of Social Mediamentioning

confidence: 99%

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‘I just saw this on Facebook, I need it now’: Exploring Small Business use of Facebook

Augar

Zeleznikov

2014

AJIS

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This paper reports on a study exploring social media adoption and use by twelve small businesses. Results indicate that Facebook is the dominant platform used and it can provide small businesses with a virtually cost free and easy way to reach customers. Businesses reported immediate results from using Facebook; customers arrived in store after seeing Facebook posts. Participants felt there were minimal risks involved and none had experienced negative feedback or inappropriate posts. Most felt that using Facebook increased their competitive advantage due to their enhanced online profile. Despite some effort to engage customers, business to consumer transfer of information is the primary function of the Facebook pages studied. Page owners report limited training for and analysis of their Facebook activities. This indicates a need for further research in the small business context, focused on approaches to boosting customer interaction, to realize the full potential of Facebook engagement.

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Section: Business Adoption and Use Of Social Mediamentioning

confidence: 99%

“…Some international work focuses on Return on Investment (ROI) e.g. (Hoffman & Fodor, 2010;Kaske, Kugler, & Smolnik, 2012;Powell, Groves, & Dimos, 2011), business value e.g. (Derham, Cragg, & Morrish, 2011;Hopkins, 2012) and 'how-to' guides exist for businesses wanting to create a Facebook presence e.g.…”

Section: Introductionmentioning

confidence: 99%

‘I just saw this on Facebook, I need it now’: Exploring Small Business use of Facebook

Augar

Zeleznikov

2014

AJIS

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“…With regards to measuring social media success, there are various approaches. Some measure the success of individual campaigns while others try to measure it from a more comprehensive business perspective (Hays, Page, & Buhalis, 2013;Kaske, Kügler, & Smolnik, 2011;Kumar & Mirchandani, 2012). Despite focusing on single campaigns opposed to a "widescreen approach", practitioners and researchers also have an ongoing discussion about which metrics are most appropriate to use (Weinberg & Pehlivan, 2011).…”

Section: Introductionmentioning

confidence: 99%

“…Suggestions range from obvious numbers such as number of followers, likes, and comments to developments over time (e.g. growth) and a comparison with the financial input and manpower dedicated to social media (Buhalis & Mamalakis, 2015;Hoffman & Fodor, 2010;Kaske et al, 2011;Peters et al, 2013). However, up until now, there is not much research on measuring social media success in tourism (Leung, Law, van Hoof, & Buhalis, 2013).…”

Section: Introductionmentioning

confidence: 99%

The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland

Wozniak

Stangl

Schegg

et al. 2017

Inf Technol Tourism

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“…Kaske et al (2012) reveal in a study that rms can prot from social media resulting in higher customer retention, better communication with customers and sales increases. Thus, a positive return of investment is at least achievable by using social media.…”

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confidence: 99%

Does Social Software Increase Labour Productivity?

Sarbu

2013

SSRN Journal

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Die Dis cus si on Pape rs die nen einer mög lichst schnel len Ver brei tung von neue ren For schungs arbei ten des ZEW. Die Bei trä ge lie gen in allei ni ger Ver ant wor tung der Auto ren und stel len nicht not wen di ger wei se die Mei nung des ZEW dar.Dis cus si on Papers are inten ded to make results of ZEW research prompt ly avai la ble to other eco no mists in order to encou ra ge dis cus si on and sug gesti ons for revi si ons. The aut hors are sole ly respon si ble for the con tents which do not neces sa ri ly repre sent the opi ni on of the ZEW. Non-Technical SummarySocial software applications are increasingly applied in rms and particularly support communication, cooperation and information sharing between individuals. They comprise applications like wikis, blogs and social networks. These applications are webbased, self-organised and interconnect users and their knowledge making the communication processes more ecient. Social software can be applied for external communication as well as internal knowledge management making it possible for rms to access both external and internal knowledge. This study attempts to distinguish whether the usage of social software in a rm leads to an increase in labour productivity. The analysis ist based on recent German rm-level data consisting of 907 rms from the manufacturing industry and the service sector.As a theoretical framework, I employ a Cobb-Douglas production function with social software representing an input factor in the production process.The analysis reveals that the usage of social software has a negative impact on labour productivity. The main driver of this productivity loss is the social software application blog. The result stays robust across dierent specications controlling for several sources of rm heterogeneity. In addition, a robustness check containing social software intensity as an alternative measure for social software is applied. It reveals the same negative eect and thereby conrms the result. as project management and product development resulting in potential productivity gains for the rms. This paper analyses the relationship between social software applications and labour productivity. Using rm-level data of 907 German manufacturing and service rms, this study examines whether these applications have a positive impact on labour productivity. The analysis is based on a Cobb-Douglas production function. The results reveal that social software has a negative impact on labour productivity. They stay robust for dierent specications and alternative measures for social software.

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Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations

Cited by 38 publications

References 24 publications

‘I just saw this on Facebook, I need it now’: Exploring Small Business use of Facebook

‘I just saw this on Facebook, I need it now’: Exploring Small Business use of Facebook

The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland

Does Social Software Increase Labour Productivity?

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