@article{uitz2012social,
  title = {Social Media — Is It Worth The Trouble?},
  author = {Iris Uitz},
  year = 2012,
  url = {https://ibimapublishing.com/articles/JISNVC/2012/313585/},
  journal = {Journal of Internet Social Networking and Virtual Communities},
  volume = (2012),
  pages = 14,
  doi = 10.5171/2012.313585,
  abstract = {Marketing environment has changed due to the advent of the internet, the subsequent globalization and the hence ensuing greater competition. These environmental dynamics cause serious challenges for marketers. First, a strong marketing orientation is more important than ever to promote products and services successfully. It is also essential for engaging with customers, and for building brand recognition. Second, new channels, such as social media platforms, are added to the traditional marketing channels. Third, the pressure on marketing managers to justify their marketing allocation and spending is rising. To support managers in their marketing investment decisions, measurement metrics have become indispensable. Based on an investigation of recent studies and public sources this paper presents various approaches to marketing measurement metrics, especially social media marketing metrics.},
  keywords = {Marketing management; Marketing metrics; Return on marketing; Social media},
  note = Article ID: 313585
}