Calculation of Facebook Marketing Effectiveness in Terms of ROI

This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.

Investigating the Impact of Social Media on Gen Y Employees' Engagement

The study examines the influence of social media on Gen Y employees' engagement. Hypotheses are developed to explain the influence of social media on Gen Y employees' engagement. A sample of 256 Indian Gen Y employees from IT industry participated in the survey. Structural equation modeling is used to test the research hypotheses. Findings reveal that social media has a significant positive effect on Gen Y employees' engagement. It is revealed that social media moderates the relationship of HR practices (communication, collaboration; knowledge sharing and recognition) and engagement in Gen Y employees. While the scope of this study is limited to IT industry and results may not generalize to different industries in different regions. Hence, future studies should test the given hypotheses in different industries of different regions. The findings suggest that organizations should incorporate social media into their HR strategy. The study is one of the first to date, to empirically test the effect of social media on Gen Y employee engagement.

The Impact of Rumors on Social Media Sites in Behavior of Purchasing Food Products in the Egyptian Market

The purpose of this article is to detect the impact of rumors on social media on the purchasing behavior of food products. The descriptive approach on four rumors related to food products were identified in the Egyptian market. A sample of 387 participants were selected from consumers who use Facebook in Egypt. The primary data was collected via an E-Questioner method. The results indicated that there is a significant relationship between the rumors on social media, and purchasing behavior of food products. There is also a significant difference between the products and the impact of rumors. These results assure the importance of social media and its impact on a customer's decision to purchase food products. This article not only explains the importance of rumors on social media in the food sector but also enhances the understanding of the influence of social media on consumer's behavior. It also provides some insights for facing the rumors. Organizations are advised to adopt social media in their business.

Leveraging Virtual Communities to Enhance Brand Equity

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

Consumer Engagement in Social Media Platforms

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a “brand as a person” strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

A Literature Review of Social Media for Marketing

Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.

Let´s Talk SMAC

Social Mobile Analytics and Cloud – SMAC the new abbreviation that every business leader is thinking off. It is also part of everyone's lives these days. SMAC technologies are creating enormous opportunities across industries while the consumer willingly gives up personal information. Cloud technologies have made it possible to collect and store such large amounts of data. While each of these four technologies are able to enhance the business on its own, using these four technologies together as a stack has changed the way businesses are looking to maximize their customer base, enhance brand value and off course, increase company profit. For example, SMAC has forced businesses leaders to make analytics part of their marketing strategy and business operation as a whole.

Exploring Determinants of Knowledge Sharing and the Role of Social Media in Business Organizations

Knowledge sharing is one of the greatest challenges for a business organization. Organizations not only need to focus on innovation of new products and services, but also to pay specific attention to effective knowledge sharing which is of vital importance to their success. In this context, social media have become increasingly popular. They have a profound impact on personal relationships, enable individuals to contribute to a number of issues and generate new possibilities and challenges in order to facilitate knowledge sharing. However, scarce attention has been devoted so far to the theme of social media security and its effects on behavioral intention in relation to knowledge sharing. As a response to this challenge, this chapter illustrates a research roadmap of knowledge sharing which includes important collective variables. This study aims at highlighting a new direction for the evaluation of social media as a tool for knowledge sharing in business organizations. Finally, it concludes with the discussion of several open issues and cutting-edge challenges.

Exploring the Effects of Social Media Use on Employee Performance

This study provides some clarification and extends literature by investigating the effects of the use of social networking sites by organizational employees on job satisfaction, organizational commitment and employee job performance. A survey was conducted to empirically test the proposed research model consisting of latent constructs: social networking site use, organizational commitment, job satisfaction, and employee job performance. Data of this confirmatory study was collected from 279 employees of various organizations operating in Pakistan. The model was analyzed employing variance-based structure equation modeling. Statistical software was used to assess both measurement and structural models. Results indicate that social networking sites use is not directly associated with employee job performance but with the mediating effects of job satisfaction that is also nested with the mediating effect of organizational commitment. This study is expected to both substantiate existing theories of management, and provide some extensions to social support theory.

Which is the Best Way to Measure Job Performance

Among latent variables that can be used in e-collaboration research, job performance is a particularly important one. It measures what most e-collaboration tools in organizations aim to improve, namely the performance at work of individuals executing tasks collaboratively with others. The authors report on a comparative assessment of scores generated based on a self-reported job performance measurement instrument vis-à-vis official annual performance evaluation scores produced by supervisors. The results suggest that the self-reported measurement instrument not only presents good validity, good reliability and low collinearity; but that it may well be a better way of measuring job performance than supervisor scores.