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Measuring the Success of Social Media: Matching Identified Success Factors to Social Media KPIs

URN to cite this document:
urn:nbn:de:bvb:355-epub-413624
DOI to cite this document:
10.5283/epub.41362
Hammerl, Timo ; Schwaiger, Josef Michael ; Leist, Susanne
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Date of publication of this fulltext: 16 Jan 2020 07:02


Abstract

With the rise of social platforms such as Facebook, Twitter, Instagram etc., recently, a lot of excitement and optimism around the potential of corporate social media usage have emerged. Social media activities allow companies to reach an attractive mass audience segment, but just as for any other marketing medium, measurement is a critical component of success. Hence, many critical success ...

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