Practice Prize Winner - Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey

By Prof Vikas Kumar, V. Bhaskaran, Rohan Mirchandani, Milap Shah. Marketing science (Providence, R.I.), 2013

299 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/cff198fdf6fe172b4df2bbd1f48ce079f60a5079

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Citations in the corpus

A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, background): “Tracking these two metrics for a company’s social media campaign, Kumar et al. (2013) were able to demonstrate a 49% increase in brand awareness, 83% increase in ROI, and 40% increase in sales revenue growth rate.”
Natural language processing (NLP) in management research: A literature review (2020, background): “Given abundances in data, many researchers crawl data from websites such as Twitter, Facebook, and Amazon using API or self-built programs.”
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2018, unknown): “Kumar et al. (2013) show that social media can be used to generate growth in sales, and ROI, connecting social media metrics such as “comments” to financial metrics.”
Psychological Ownership Motivation and Use of Social Media (2015, unknown): “Social media hold an increasingly instrumental role for marketers (Kumar et al., 2013).”
From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior (2016, background): “Some studies have also examined how firms can harness the power of social media and the impact of social media marketing efforts on firms’ return on investment (Kumar et al. 2013).”
Online Shopping and Social Media: Friends or Foes? (2017, background): “…WOM (eWOM) can significantly affect sales (e.g., Chevalier and Mayzlin 2006; Chintagunta, Gopinath, and Venkataraman 2010; Godes and Mayzlin 2004; Kumar et al. 2013; Stephen and Galak 2012), have assessed the impact of social web links and recommendations on online behavior (Goldenberg,…”
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, background): “Recent studies indicate that social media can indeed create a favorable experience, thereby fostering customer retention (e.g., Malthouse et al. 2013), influencing brand evaluations (e.g., De Vries et al. 2012), and leading to increased sales (e.g., Kumar et al. 2013), amongst other things.”
Brand Buzz in the Echoverse (2016, background): “Lastly, Homburg, Ehm and Artz (2015) and Kumar et al. (2013)”