Access the full text.
Sign up today, get DeepDyve free for 14 days.
S. Liebowitz, Stephen Margolis (1995)
Path Dependence, Lock-In, and History
B. Weinberg, Ekin Pehlivan (2011)
Social spending: Managing the social media mixBusiness Horizons, 54
G. Häubl, Valerie Trifts (2000)
Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision AidsMarketing Science, 19
G. Petrič, A. Petrovčič, Vasja Vehovar (2011)
Social uses of interpersonal communication technologies in a complex media environmentEuropean Journal of Communication, 26
SuHoun Liu, Chen-Huei Chou, Hsiu-Li Liao (2015)
An exploratory study of product placement in social mediaInternet Res., 25
François Carrillat, A. d’Astous, Emilie Grégoire (2014)
Leveraging social media to enhance recruitment effectiveness: A Facebook experimentInternet Res., 24
(1977)
Project Based Management Development
MIT Sloan Management Review, 54
Yusfi Ardiansyah, P. Harrigan, G. Soutar, Timothy Daly (2018)
Antecedents to Consumer Peer Communication through Social Advertising: A Self-Disclosure Theory PerspectiveJournal of Interactive Advertising, 18
Robin Dunbar, V. Arnaboldi, M. Conti, A. Passarella (2015)
The structure of online social networks mirrors those in the offline worldArXiv, abs/2205.13970
B. Gonçalves, N. Perra, Alessandro Vespignani (2011)
Modeling Users' Activity on Twitter Networks: Validation of Dunbar's NumberPLoS ONE, 6
E. Broeck, K. Poels, M. Walrave (2017)
A Factorial Survey Study on the Influence of Advertising Place and the Use of Personal Data on User Acceptance of Facebook AdsAmerican Behavioral Scientist, 61
M. Katz, C. Shapiro (1985)
Network Externalities, Competition, and CompatibilityThe American Economic Review, 75
W. Arthur (1990)
Positive feedbacks in the economyScientific American, 262
G. Barbian (2011)
Trust Centrality in Online Social Networks2011 European Intelligence and Security Informatics Conference
Jan Kietzmann, Kristopher Hermkens, Ian McCarthy, Bruno Silvestre (2011)
Social Media? Get Serious! Understanding the Functional Building Blocks of Social MediaBusiness Horizons, 54
W. Güth, M. Königstein, J. Kovács, Enikõ Zala-Mezõ (2001)
Fairness Within Firms: The Case of One Principal and Multiple AgentsSchmalenbach Business Review, 53
A. Kaplan, M. Haenlein (2010)
Users of the world, unite! The challenges and opportunities of Social MediaBusiness Horizons, 53
J. Krause, D. Lusseau, R. James (2009)
Animal social networks: an introductionBehavioral Ecology and Sociobiology, 63
A. Azim, B. Joseph (2018)
Traumatic Brain InjuryPLOS ONE, 12
R. Millar, Kelly Hall (2013)
Social Return on Investment (SROI) and Performance MeasurementPublic Management Review, 15
Tim Weitzel, O. Wendt, D. Beimborn, Daniel Konig (2006)
Network Effects and Diffusion Theory: Extending Economic Network Analysis
Henk Westerik, K. Renckstorf, J. Lammers, F. Wester (2006)
Transcending Uses and Gratifications: Media use as social action and the use of event history analysis, 31
Tia Fisher (2009)
ROI in social media: A look at the argumentsJournal of Database Marketing & Customer Strategy Management, 16
(2009)
Social media admetrics definitions
V. Arnaboldi, A. Passarella, M. Conti, Robin Dunbar (2015)
The Structure of Ego Networks in Twitter
J. Wiese (2000)
Implementierung der Balanced Scorecard
A. Sundararajan (2006)
Local Network Effects and Complex Network StructureThe B.E. Journal of Theoretical Economics, 7
Reinhard Schmidt (1983)
Grundzüge der Investitions- und Finanzierungstheorie
(1988)
ISO/IEC 88 -International Standard Organization/International Electrotechn. Commission: Information processing systems -Open System Interconnection -The Directory
Robin Dunbar (2016)
Do online social media cut through the constraints that limit the size of offline social networks?Royal Society Open Science, 3
T. Schwinn, Jessica Hopkins, S. Schinke, Xiang Liu (2017)
Using Facebook ads with traditional paper mailings to recruit adolescent girls for a clinical trial.Addictive behaviors, 65
Geoffrey Parker, Marshall Alstyne (2010)
Two-Sided Network Effects: A Theory of Information Product DesignManag. Sci., 51
H. Varian (1994)
A Solution to the Problem of Externalities When Agents Are Well-InformedThe American Economic Review, 84
Marketing Science, 31
(1997)
TCO: A Critical Tool for Managing IT
A. Sutcliffe, Robin Dunbar, Jens Binder, Holly Arrow (2012)
Relationships and the social brain: integrating psychological and evolutionary perspectives.British journal of psychology, 103 2
M. Dekimpe, Dominique Hanssens (1995)
The Persistence of Marketing Effects on SalesMarketing Science, 14
D. North (1996)
Empirical Studies in Institutional Change: Epilogue: economic performance through time
Y. Braunstein, L. White (1985)
Setting Technical Compatibility Standards: An Economic AnalysisThe Antitrust Bulletin, 30
A. Gopal, P. Prasad (2000)
Understanding GDSS in Symbolic Context: Shifting the Focus from Technology to InteractionMIS Q., 24
Lisette Vries, S. Gensler, P. Leeflang (2012)
Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media MarketingJournal of Interactive Marketing, 26
Seshadri Tirunillai, G. Tellis (2011)
Does Chatter Really Matter? Dynamics of User-Generated Content and Stock PerformanceERIM: Business Processes
P. Singh, Yong Tan, V. Mookerjee (2011)
Network Effects: The Influence of Structural Capital on Open Source Project SuccessMIS Q., 35
D. Hoffman, Marek Fodor (2010)
Can You Measure the ROI of Your Social Media Marketing
R. Kaplan (1984)
The evolution of management accounting
Prof Kumar, Vikram Bhaskaran, Rohan Mirchandani, Milap Shah (2013)
Practice Prize Winner - Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey PokeyMark. Sci., 32
Pauli Miettinen, Jilles Vreeken (2014)
MDL4BMF: Minimum Description Length for Boolean Matrix FactorizationACM Trans. Knowl. Discov. Data, 8
Kun Guo, Wei‐Xing Zhou, S. Cheng, D. Sornette (2011)
The US Stock Market Leads the Federal Funds Rate and Treasury Bond YieldsPLoS ONE, 6
Guangyu Zhu, G. Mishne (2012)
ClickRank: Learning Session-Context Models to Enrich Web Search RankingACM Trans. Web, 6
Xueming Luo, J. Zhang, Wenjing Duan (2013)
Social Media and Firm Equity ValueFox: Marketing & Supply Chain Management (Topic)
Christo Wilson, A. Sala, Krishna Puttaswamy, Ben Zhao (2012)
Beyond Social Graphs: User Interactions in Online Social Networks and their ImplicationsACM Trans. Web, 6
Robin Dunbar (1992)
Neocortex size as a constraint on group size in primatesJournal of Human Evolution, 22
Tim Weitzel, O. Wendt, F. Westarp (2000)
Reconsidering Network Effect Theory
Wouter Nooy (2009)
Formalizing Symbolic InteractionismMethodological Innovations, 4
Evelien Otte, R. Rousseau (2002)
Social network analysis: a powerful strategy, also for the information sciencesJournal of Information Science, 28
(1989)
TCO versus ROI
Herbert Kargl (2000)
Management und Controlling von IV-Projekten
S. Liebowitz, Stephen Margolis (1994)
Network externality : an uncommon tragedyJournal of Economic Perspectives, 8
Neil Ruzic (1975)
You Can Buy Research Dollars for PenniesIEEE Engineering Management Review, 3
W. Hildenbrand, A. Kirman (1977)
Introduction to Equilibrium AnalysisElsevier Monographs
Mark Granovetter (1973)
The Strength of Weak TiesAmerican Journal of Sociology, 78
“ Target costing and how to use it ”
(1998)
Standardisierung zwischen Kooperation und Wettbewerb, Frankfurt 1998. Krcmar, H. (ed.) IV-Controlling auf dem Prüfstand: Konzept - Benchmarking
A. Barua, Byungtae Lee (1997)
An Economic Analysis of the Introduction of an Electronic Data Interchange SystemInf. Syst. Res., 8
M. Sorrentino (2003)
Componente dell'Editorial Board di Information systems and e-business management
(1997)
Thum, M
K. Williams, J. Durrance (2008)
Social Networks and Social Capital: Rethinking Theory in Community InformaticsJ. Community Informatics, 4
Joseph Farrell, Garth Saloner (1985)
Standardization, Compatibility, and InnovationThe RAND Journal of Economics, 16
S. Besen, Joseph Farrell (1994)
Choosing How to Compete: Strategies and Tactics in StandardizationJournal of Economic Perspectives, 8
V. Arnaboldi, A. Passarella, M. Conti, Robin Dunbar (2015)
Tie Strength and Ego Network Structure in Facebook
(1988)
Controlling und Informationsmanagement
Dr. Weitzel (2004)
Economics of Standards in Information Networks
Kyunghee Lee, Byungtae Lee, Wonseok Oh (2015)
Thumbs Up, Sales Up? The Contingent Effect of Facebook Likes on Sales Performance in Social CommerceJournal of Management Information Systems, 32
Joseph Farrell, Garth Saloner (1986)
Installed base and compatibility : innovation, product preannouncements and predationThe American Economic Review, 76
Luella Fu, Megan Jacobs, J. Brookover, T. Valente, Nathan Cobb, Amanda Graham (2017)
An exploration of the Facebook social networks of smokers and non-smokersPLoS ONE, 12
K. Wright (1990)
The shape of things to goScientific American, 262
Tim Weitzel, Sertaç Son, W. König (2001)
Infrastrukturentscheidungen in vernetzten Unternehmen Eine Wirtschaftlichkeitsanalyse am Beispiel von X.500 Directory ServicesWirtschaftsinformatik, 43
An interactive bibliography on the economics of networks and related subjects
Przemyslaw Kazienko (2007)
Expansion of Telecommunication Social Networks
In pursuit of an optimum : A conceptual model for examining public sector policy support of interoperability
Bimal Viswanath, A. Mislove, M. Cha, K. Gummadi (2009)
On the evolution of user interaction in Facebook
Julian McAuley, J. Leskovec (2012)
Learning to Discover Social Circles in Ego Networks
J. Cronin (2014)
Teaching ROI Analysis in an Era of Social MediaJournal of Advertising Education, 18
(1993)
Directory Services – Measuring ROI
C. Day (2000)
The Total Cost of Ownership.American school and university, 72
Julian McAuley, J. Leskovec (2012)
Discovering social circles in ego networksACM Transactions on Knowledge Discovery from Data (TKDD), 8
Social Networks, 43
V. Arnaboldi, M. Conti, A. Passarella, F. Pezzoni (2012)
Analysis of Ego Network Structure in Online Social Networks2012 International Conference on Privacy, Security, Risk and Trust and 2012 International Confernece on Social Computing
Falk Westarp, F. Westarp (2003)
Modeling Software Markets: Empirical Analysis, Network Simulations, and Marketing Implications
Christine Bhutta (2012)
Not by the BookSociological Methods & Research, 41
(1993)
Electronic Data Interchange (EDI) und Lean Management
J. Wiese (2000)
Implementierung der Balanced Scorecard : Grundlagen und IT-Fachkonzept
“ Measuring investment center performance ” , Harvard Business Review , 1978 , also in Information for decision making
Tim Weitzel, D. Beimborn, W. König (2003)
Coordination in networks: An economic equilibrium analysisInformation Systems and e-Business Management, 1
Patrick Ryan, Isaac Lyne (2008)
Social enterprise and the measurement of social value: methodological issues with the calculation and application of the social return on investmentEducation, Knowledge and Economy, 2
P. David, S. Greenstein (1990)
The Economics Of Compatibility Standards: An Introduction To Recent Research 1Economics of Innovation and New Technology, 1
(2000)
The Enterprise Directory Value Proposition
Journal of Computer-Mediated Communication, 13
E. Bakshy, Itamar Rosenn, Cameron Marlow, Lada Adamic (2012)
The role of social networks in information diffusionProceedings of the 21st international conference on World Wide Web
Leveraging social action theory, social network theory and the notion of network externality, the purpose of this paper is to model two different return on investment (ROI) measures: the networked ROI which captures the network effect originating from a social media investment, and the discrete ROI which focuses social media discrete returns from individual users.Design/methodology/approachA field experiment was set up over a period of three months to test the effects of two variants of an advertisement campaign (a social vs a discrete ad) on the modeled networked and discrete ROIs.FindingsThe authors find that emphasizing discrete user actions leads to lower network gains, but higher monetary returns while the social action emphasis produces higher network gains, but lower monetary returns. The study further suggests that social action focus is preferable for brand promotion and engagement, whereas the discrete action focus is suitable for boosting sales and website traffic.Practical implicationsSeveral potential implications for social media researchers and marketers are also discussed.Originality/valueThe authors for the first time showed that that the social media returns are derived not only from individual actions taken by the user (e.g. likes and shares) but also from users’ social interdependencies and the additional exposure that results from network effects.
Internet Research – Emerald Publishing
Published: Apr 6, 2020
Keywords: Return on investment (ROI); Social media ROI; Networked ROI; Discrete ROI; Social action theory; A field experiment
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.