Abstract

VERGARA GARAVITO, Judith; ALVAREZ FRANCO, Pilar  and  SERNA RODRIGUEZ, Maribel. RETURN ON INVESTMENT IN SOCIAL MEDIA. A LITERATURE REVIEW. Tend. [online]. 2021, vol.22, n.2, pp.331-348.  Epub Sep 05, 2021. ISSN 0124-8693.  https://doi.org/10.22267/rtend.212202.179.

This paper develops a literature review on the subject of return on investment in social media (social media ROI). Articles that mostly correspond to the Top Marketing Journals were reviewed, focusing mainly on the last ten years in the ISI Web of Science and Scopus databases. As a result of this search, it is possible to account for the current state of what the literature proposes regarding the estimation of ROI in social media, concluding that in the absence of traditional marketing and standardized best practices, some resort to the return of investment (ROI) as a means of testing the contributions that social media generates, despite the fact that in the marketing environment there seems to be no consensus on what ROI is.

JEL: D25; D92; E22; G11; G31

Keywords : costs; financial performance; marketing; profitability; earnings..

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