Return on Investment: What Literature Exists on the Use of Social Media and ROI?

11 Pages Posted: 13 Sep 2011

See all articles by David Broom

David Broom

Glasgow Caledonian University

Margaret McCann

Glasgow Caledonian University

Michael C. Bromby

Truman Bodden Law School; Glasgow Caledonian University

Alexis Barlow

Glasgow Caledonian University - Caledonian Business School

Date Written: September 1, 2011

Abstract

This paper presents an annotated bibliography of academic journal articles, professional publications, authoritative blogs and other resources that address social media and return on investment (ROI). A literature search for publications that consider whether ROI can be measured and the mechanism by which it can be calculated, was undertaken in 2011 as part of a research project to describe or evaluate the relationship between social media and ROI from a business perspective. Organised under the four headings of academic journals, professional publications, authoritative blogs and others, the bibliography identifies some emerging themes from the literature.

Keywords: social media, return on investment, ROI, SMEs, small businesses

Suggested Citation

Broom, David and McCann, Margaret and Bromby, Michael C. and Barlow, Alexis, Return on Investment: What Literature Exists on the Use of Social Media and ROI? (September 1, 2011). Available at SSRN: https://ssrn.com/abstract=1926900 or http://dx.doi.org/10.2139/ssrn.1926900

David Broom

Glasgow Caledonian University ( email )

City Campus
Cowcaddens Road
Glasgow G4 0BA, Scotland
United Kingdom

Margaret McCann

Glasgow Caledonian University ( email )

City Campus
Cowcaddens Road
Glasgow G4 0BA, Scotland
United Kingdom

Michael C. Bromby (Contact Author)

Truman Bodden Law School ( email )

PO Box 1568
Grand Cayman, KY1-1110
Cayman Islands

HOME PAGE: http://www.bromby.vze.com

Glasgow Caledonian University

Scotland
United Kingdom

Alexis Barlow

Glasgow Caledonian University - Caledonian Business School ( email )

Scotland
United Kingdom

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