Measuring the Impact of Social Media on Business Profit & Success (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
170
Utgivningsdatum
2015-07-24
Upplaga
New ed
Förlag
Peter Lang Publishing Inc
Medarbetare
Stacks, Don
Illustrationer
Black & white illustrations
Dimensioner
226 x 152 x 13 mm
Vikt
250 g
Antal komponenter
1
Komponenter
423:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on White w/Matte Lam
ISBN
9781433125782

Measuring the Impact of Social Media on Business Profit & Success

A Fortune 500 Perspective

av Cong Li, Don Stacks
Häftad,  Engelska, 2015-07-24
473
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An organization can have a high number of likes on its Facebook page and lots of followers on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organizations effort to maintain an active presence on social media in order to generate more revenue? Is it possible to use social media metrics such as the number of likes and the number of followers to predict an organizations success even though those metrics are nonfinancial indicators? Prior research studies have looked at how organizations should utilize social media, but few studies have provided strong empirical evidence to support how the outcome of using social media should be measured and why. Focusing on Facebook, Twitter, Google+, and YouTube, this book examines how Fortune 500 companies use social media. Collected over a five-year period, the authors assess the companies social media activities and their business performance data, such as stock return, total revenue, net income, and earnings per share. These data, both financial and nonfinancial, are matched and statistically analyzed to see whether a companys social media activities are significantly associated with its business performance.
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Övrig information

Cong Li (PhD, University of North Carolina at Chapel Hill) is Associate Professor of Advertising at the University of Miami. He has published in a number of scholarly journals inside and outside the communication field, and has won the top paper award at national advertising and communication conferences. Don Stacks (PhD, University of Florida) is Professor of Public Relations at the University of Miami. He has earned numerous academic and professional awards for teaching and research. His publications include the Primer of Public Relations Research (Second Edition 2010) and A Practitioners Guide to Public Relations Research, Measurement and Evaluation (co-authored, 2010).

Innehållsförteckning

Contents: Research Background and Methodology Twitter Facebook YouTube Google+ The Big Four Research Implications.

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