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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.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Practical implications</jats:title>\r\n<jats:p>Several potential implications for social media researchers and marketers are also discussed.</jats:p>\r\n</jats:sec>\r\n<jats:sec>\r\n<jats:title content-type=\"abstract-subheading\">Originality/value</jats:title>\r\n<jats:p>The 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.</jats:p>\r\n</jats:sec>"}],"language":[{"iso":"eng"}],"doi":"10.1108/intr-07-2018-0346","alternative_title":["Concept, metrics, and measurement of social media returns (a Facebook experiment)"],"year":"2019","title":"The network ROI","publication_identifier":{"issn":["1066-2243"]},"author":[{"full_name":"Khan, Gohar","first_name":"Gohar","last_name":"Khan"},{"last_name":"Mohaisen","first_name":"Manar","full_name":"Mohaisen, Manar"},{"first_name":"Matthias","last_name":"Trier","full_name":"Trier, Matthias","id":"72744"}],"date_updated":"2023-01-29T23:04:53Z","publication_status":"published","intvolume":"        30","citation":{"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>.","ama":"Khan G, Mohaisen M, Trier M. The network ROI. <i>Internet Research</i>. 2019;30(2):631-652. doi:<a href=\"https://doi.org/10.1108/intr-07-2018-0346\">10.1108/intr-07-2018-0346</a>","bibtex":"@article{Khan_Mohaisen_Trier_2019, title={The network ROI}, volume={30}, DOI={<a href=\"https://doi.org/10.1108/intr-07-2018-0346\">10.1108/intr-07-2018-0346</a>}, number={2}, journal={Internet Research}, publisher={Emerald}, author={Khan, Gohar and Mohaisen, Manar and Trier, Matthias}, year={2019}, pages={631–652} }","apa":"Khan, G., Mohaisen, M., &#38; Trier, M. (2019). The network ROI. <i>Internet Research</i>, <i>30</i>(2), 631–652. <a href=\"https://doi.org/10.1108/intr-07-2018-0346\">https://doi.org/10.1108/intr-07-2018-0346</a>","ieee":"G. Khan, M. Mohaisen, and M. Trier, “The network ROI,” <i>Internet Research</i>, vol. 30, no. 2, pp. 631–652, 2019, doi: <a href=\"https://doi.org/10.1108/intr-07-2018-0346\">10.1108/intr-07-2018-0346</a>.","short":"G. Khan, M. Mohaisen, M. Trier, Internet Research 30 (2019) 631–652.","chicago":"Khan, Gohar, Manar Mohaisen, and Matthias Trier. “The Network ROI.” <i>Internet Research</i> 30, no. 2 (2019): 631–52. <a href=\"https://doi.org/10.1108/intr-07-2018-0346\">https://doi.org/10.1108/intr-07-2018-0346</a>."},"page":"631-652","_id":"35756","publisher":"Emerald","user_id":"14931","volume":30,"status":"public"},{"department":[{"_id":"204"},{"_id":"205"},{"_id":"475"},{"_id":"200"}],"type":"mastersthesis","date_created":"2023-02-22T11:08:43Z","project":[{"_id":"1","name":"SFB 901: SFB 901"},{"_id":"2","name":"SFB 901 - A: SFB 901 - Project Area A"},{"_id":"7","name":"SFB 901 - A3: SFB 901 - Subproject A3"}],"supervisor":[{"id":"20801","first_name":"Claus-Jochen","last_name":"Haake","full_name":"Haake, Claus-Jochen"}],"citation":{"ieee":"N. N., <i>Intermediaries in Networks</i>. Universität Paderborn, 2019.","apa":"N., N. (2019). <i>Intermediaries in Networks</i>. Universität Paderborn.","short":"N. N., Intermediaries in Networks, Universität Paderborn, 2019.","chicago":"N., N. <i>Intermediaries in Networks</i>. Universität Paderborn, 2019.","mla":"N., N. <i>Intermediaries in Networks</i>. Universität Paderborn, 2019.","bibtex":"@book{N._2019, title={Intermediaries in Networks}, publisher={Universität Paderborn}, author={N., N.}, year={2019} }","ama":"N. N. <i>Intermediaries in Networks</i>. Universität Paderborn; 2019."},"user_id":"477","publisher":"Universität Paderborn","_id":"42296","language":[{"iso":"eng"}],"date_updated":"2023-05-23T12:46:23Z","author":[{"first_name":"N.","last_name":"N.","full_name":"N., N."}],"title":"Intermediaries in Networks","status":"public","year":"2019"},{"author":[{"full_name":"N., N.","first_name":"N.","last_name":"N."}],"status":"public","title":"Logrolling-Prozess: Theorie und formale Darstellung einer verhandlungsunterstützenden Methode","year":"2019","date_updated":"2023-05-23T12:47:33Z","_id":"42286","language":[{"iso":"ger"}],"publisher":"Universität Paderborn","user_id":"477","supervisor":[{"last_name":"Haake","first_name":"Claus-Jochen","full_name":"Haake, Claus-Jochen","id":"20801"}],"citation":{"bibtex":"@book{N._2019, title={Logrolling-Prozess: Theorie und formale Darstellung einer verhandlungsunterstützenden Methode}, publisher={Universität Paderborn}, author={N., N.}, year={2019} }","ama":"N. 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Universität Paderborn, 2019.","ama":"N. N. <i>Sincere and Sophisticated Players in Matching Markets</i>. Universität Paderborn; 2019.","bibtex":"@book{N._2019, title={Sincere and Sophisticated Players in Matching Markets}, publisher={Universität Paderborn}, author={N., N.}, year={2019} }","apa":"N., N. (2019). <i>Sincere and Sophisticated Players in Matching Markets</i>. Universität Paderborn.","ieee":"N. N., <i>Sincere and Sophisticated Players in Matching Markets</i>. Universität Paderborn, 2019.","short":"N. N., Sincere and Sophisticated Players in Matching Markets, Universität Paderborn, 2019.","chicago":"N., N. <i>Sincere and Sophisticated Players in Matching Markets</i>. Universität Paderborn, 2019."},"supervisor":[{"first_name":"Claus-Jochen","last_name":"Haake","full_name":"Haake, Claus-Jochen","id":"20801"}],"department":[{"_id":"204"},{"_id":"205"},{"_id":"475"},{"_id":"200"}],"type":"mastersthesis","date_created":"2023-02-22T11:01:30Z"},{"user_id":"477","publisher":"Universität Paderborn","_id":"42291","language":[{"iso":"ger"}],"date_updated":"2023-05-23T12:47:05Z","status":"public","title":"Mechanismen zur Informationsgewinnung in Verhandlungen","year":"2019","author":[{"first_name":"N.","last_name":"N.","full_name":"N., N."}],"type":"mastersthesis","department":[{"_id":"204"},{"_id":"205"},{"_id":"475"},{"_id":"200"}],"date_created":"2023-02-22T11:03:32Z","project":[{"_id":"1","name":"SFB 901: SFB 901"},{"_id":"2","name":"SFB 901 - A: SFB 901 - Project Area A"},{"_id":"7","name":"SFB 901 - A3: SFB 901 - Subproject A3"}],"supervisor":[{"first_name":"Claus-Jochen","last_name":"Haake","full_name":"Haake, Claus-Jochen","id":"20801"}],"citation":{"short":"N. 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