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How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C

2020Journal article Open access
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dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo Alexandre Oliveira
dc.contributor.authorAlmeida, Sara Resende
dc.date.accessioned2020-07-01T11:35:47Z
dc.date.available2020-07-01T11:35:47Z
dc.date.issued2020
dc.description.abstractPurpose – The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach – A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other 28 companies’ marketing managers. Findings – The results show that there are some differences between B2B and B2C companies regarding SMM evaluation and investment but in general marketing managers for both types of firms use simple metrics to evaluate their SMM programmes. The main measures used relate to awareness, engagement and reach and most of the metrics identified are interaction-related. Research limitations/implications – Given the complex and sensitive nature of the subject, more research is needed focussed on providing additional evidence from a larger sample of B2B and B2C organizations to allow the extension of the finding to the population as the nonprobabilistic nature and size of the current sample impose that the findings should be interpreted carefully. Future research should focus on understanding what the firm’s characteristics predict the importance and level of effort placed in SMM and the barriers to ROI measurement in SMM programmes, especially in B2B firms. Practical implications – The current findings confirm that the topic of SMM ROI evaluation is not a priority for B2C or B2B companies. There is a need for an update of their online marketing strategy, namely, on budget definition and allocation. Furthermore, companies should increase the autonomy of SM managers, as they are dependent from marketing managers and hire specialized professionals devoted to SMM in both B2C and B2B companies. Originality/value – The findings of this study contribute to improve the understanding of the evaluation of SMM and to extend the literature on the subject. It also provides a relevant advance into the assessment and understanding on the measures used to evaluate the effectiveness of SMM programmes by offering a comparison on how B2B and B2C use metrics and allocate resources to the SMM management.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSilva, S. C., Duarte, P. A. O., Almeida, S. R. (2020). How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C. Journal of Business & Industrial Marketingpt_PT
dc.identifier.doi10.1108/JBIM-06-2019-0291pt_PT
dc.identifier.eid85084439595
dc.identifier.issn0885-8624
dc.identifier.urihttp://hdl.handle.net/10400.14/30762
dc.identifier.wos000532861000001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.relationResearch Unit in Business Sciences
dc.relationResearch Center in Management and Economics
dc.subjectSocial media marketingpt_PT
dc.subjectB2Bpt_PT
dc.subjectB2Cpt_PT
dc.subjectReturn on investmentpt_PT
dc.subjectDigital marketingpt_PT
dc.titleHow companies evaluate the ROI of social media marketing programmes: insights from B2B and B2Cpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Unit in Business Sciences
oaire.awardTitleResearch Center in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FGES%2F04630%2F2019/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00731%2F2020/PT
oaire.citation.endPage2110
oaire.citation.issue12
oaire.citation.startPage2097
oaire.citation.titleJournal of Business and Industrial Marketingpt_PT
oaire.citation.volume35
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
person.familyNameSilva
person.givenNameSusana C.
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.orcid0000-0001-7979-3944
person.identifier.ridE-2200-2014
person.identifier.scopus-author-id37076829400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isProjectOfPublicationc1c6bccf-cddb-46e6-8f59-0fcfa1d62c41
relation.isProjectOfPublication78106509-5b77-4497-98a1-a0a8d60a0ef7
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