Can You Measure the ROI of Your Social Media Marketing

By Donna L. Hoffman, Marek Fodor. 2010

1,039 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/93047f2ffb8cd5e1fe6204a11e67c67ca4cfee16

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Citations in the corpus

Consumer Power: Evolution in the Digital Age (2013, background): “Consumers' search activity thus can serve as a proxy of objective measures of consumer economic activity (Hoffman and Fodor 2010).”
From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising (2016, background): “In the context of social media, Hoffman and Fodor (2010) identified four consumer motivations that propel online behavior namely connections, creation, consumption, and control (4C’s).”
Consumer engagement with self-expressive brands: brand love and WOM outcomes (2014, background): “As the literature considers ‘Likes’ as a manifest variable of brand engagement on social networks (Chauhan and Pillai, 2013; Hoffman and Fodor, 2010; Malhotra et al., 2013), respondents were asked to identify a brand they ‘Liked’ on Facebook.”
Who “Likes” You … and Why? A Typology of Facebook Fans (2014, background): “For marketing managers concerned with measuring the return on investment (ROI) of their social media investment, the number of “likes” on a Fan page provides a social-media metric, and can be considered a proxy measure of WOM (Hoffman and Fodor, 2010) and brand engagement (Hollis, 2011).”
Determinants of social media adoption by B2B organizations (2015, background): “Extant literature suggests that traditional metrics are unsuitable for this dynamic and highly interactive environment (Borders, Johnston, & Rigdon, 2001; Hoffman & Fodor, 2010), which might explain marketers’ tendency not to assess their effectiveness.”
An Examination of Social Media Role in Entrepreneurial Intention among Accounting Students: A SEM Study (2019, methodology): “But, it is critical for organizations to initially think of the goals and aims of social media usage and methods to quantify the findings (Hoffman & Fodor, 2010; Murdough, 2009).”
User generated content presenting brands on social media increases young adults’ purchase intention (2019, background): “In the MIT Sloan Management Review, businesses even get advised to redefine their social media marketing goals in a way that includes brand engagement, i.e. customers posting branded content, as an ROI indicator (Hoffman and Fodor 2010).”
Giving too much social support: social overload on social networking sites (2015, background): “Several studies report successful hiring strategies using SNS (Weitzel et al, 2009; Leidner et al, 2010) and identify a large potential audience that can be used for branding purposes (Culnan et al, 2010; Gallaugher & Ransbotham, 2010; Hoffman & Fodor, 2010).”
Social media in marketing: A review and analysis of the existing literature (2017, background): “In their case study to test the impact of both Facebook and Twitter on the consumers’ engagement and decision-making towards music festival events, Hudson and Hudson (2013) were able to confirm the positive impact of these social media platforms on the customers’ engagement after purchase.”
A Review of Social Media and Implications for the Sales Process (2012, background): “Remembering that social media is about engagement and collaboration, however, most practitioners agree that traditional metrics will need to be redefined (Hoffman and Fodor 2010).”
The History of Social Media and its Impact on Business (2011, background): “It is difficult to determine precise numbers for the ROI from social media yet the social networking‟s ROI is a bit obvious (Hartshorn, 2010; Hoffman & Fodor, 2010; Wilfong, 2010).”
Of “Likes” and “Pins”: The Effects of Consumers’ Attachment to Social Media (2015, background): “…Naylor, Lamberton, and West 2012); seller, retailer, and consumer interactions (Blazevic et al. 2014; Rapp et al. 2013); the appropriateness of viral marketing via social media for various product types (Schulze, Schöler, and Skiera 2014); as well as company ROI (e.g., Hoffman and Fodor 2010).”
The Role of Social Media Content Format and Platform in Users’ Engagement Behavior (2021, background): “On the other hand, the user-centric variables (dependent variables) show users' reactions to firms' content in the form of engagement on social media fan pages (Hoffman & Fodor, 2010).”