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Trier, Internet Research 30 (2019) 631–652.","mla":"Khan, Gohar, et al. “The Network ROI.” <i>Internet Research</i>, vol. 30, no. 2, Emerald, 2019, pp. 631–52, doi:<a href=\"https://doi.org/10.1108/intr-07-2018-0346\">10.1108/intr-07-2018-0346</a>."},"page":"631-652","intvolume":"        30","keyword":["Economics and Econometrics","Sociology and Political Science","Communication"],"language":[{"iso":"eng"}],"publication":"Internet Research","abstract":[{"lang":"eng","text":"<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Purpose</jats:title>\r\n<jats:p>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.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Design/methodology/approach</jats:title>\r\n<jats:p>A 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.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Findings</jats:title>\r\n<jats:p>The 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. 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