---
_id: '35756'
abstract:
- lang: eng
text: "\r\nPurpose\r\nLeveraging
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.\r\n\r\n\r\nDesign/methodology/approach\r\nA
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.\r\n\r\n\r\nFindings\r\nThe 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. 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.\r\n\r\n\r\nPractical implications\r\nSeveral
potential implications for social media researchers and marketers are also discussed.\r\n\r\n\r\nOriginality/value\r\nThe
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.\r\n"
alternative_title:
- Concept, metrics, and measurement of social media returns (a Facebook experiment)
author:
- first_name: Gohar
full_name: Khan, Gohar
last_name: Khan
- first_name: Manar
full_name: Mohaisen, Manar
last_name: Mohaisen
- first_name: Matthias
full_name: Trier, Matthias
id: '72744'
last_name: Trier
citation:
ama: Khan G, Mohaisen M, Trier M. The network ROI. Internet Research. 2019;30(2):631-652.
doi:10.1108/intr-07-2018-0346
apa: Khan, G., Mohaisen, M., & Trier, M. (2019). The network ROI. Internet
Research, 30(2), 631–652. https://doi.org/10.1108/intr-07-2018-0346
bibtex: '@article{Khan_Mohaisen_Trier_2019, title={The network ROI}, volume={30},
DOI={10.1108/intr-07-2018-0346},
number={2}, journal={Internet Research}, publisher={Emerald}, author={Khan, Gohar
and Mohaisen, Manar and Trier, Matthias}, year={2019}, pages={631–652} }'
chicago: 'Khan, Gohar, Manar Mohaisen, and Matthias Trier. “The Network ROI.” Internet
Research 30, no. 2 (2019): 631–52. https://doi.org/10.1108/intr-07-2018-0346.'
ieee: 'G. Khan, M. Mohaisen, and M. Trier, “The network ROI,” Internet Research,
vol. 30, no. 2, pp. 631–652, 2019, doi: 10.1108/intr-07-2018-0346.'
mla: Khan, Gohar, et al. “The Network ROI.” Internet Research, vol. 30, no.
2, Emerald, 2019, pp. 631–52, doi:10.1108/intr-07-2018-0346.
short: G. Khan, M. Mohaisen, M. Trier, Internet Research 30 (2019) 631–652.
date_created: 2023-01-10T10:25:13Z
date_updated: 2023-01-29T23:04:53Z
department:
- _id: '198'
doi: 10.1108/intr-07-2018-0346
intvolume: ' 30'
issue: '2'
keyword:
- Economics and Econometrics
- Sociology and Political Science
- Communication
language:
- iso: eng
page: 631-652
publication: Internet Research
publication_identifier:
issn:
- 1066-2243
publication_status: published
publisher: Emerald
status: public
title: The network ROI
type: journal_article
user_id: '14931'
volume: 30
year: '2019'
...