Social media metrics and analytics in marketing – S3M: A mapping literature review

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The purpose of this study is to present a mapping literature review and a classification for research articles regarding social media metrics and analytics in marketing. The review covers 52 articles from peer review journals and international conferences, from 2010 to 2016. These 52 articles are classified in 5 distinct categories based on their: methodology of research, type of analysis, field of study, marketing objectives and social media type/platform used. The findings of the study reveal which is the most used subcategory for each classification, trends and tendencies. This review provides a base classification for researchers and an editable and continuously augmenting typology for further research in the area.

论文关键词:Social media,Social media analytics,Marketing,Literature review,Framework

论文评审过程:Received 24 August 2016, Revised 28 September 2017, Accepted 23 October 2017, Available online 30 November 2017, Version of Record 30 November 2017.

论文官网地址:https://doi.org/10.1016/j.ijinfomgt.2017.10.005