The network ROI

G. Khan, M. Mohaisen, M. Trier, Internet Research 30 (2019) 631–652.

No fulltext has been uploaded.
Journal Article | Published | English
Khan, Gohar; Mohaisen, Manar; Trier, MatthiasLibreCat
Alternative Title
Concept, metrics, and measurement of social media returns (a Facebook experiment)
<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <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> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <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> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <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. 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> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>Several potential implications for social media researchers and marketers are also discussed.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <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> </jats:sec>
Publishing Year
Journal Title
Internet Research

Cite this

Khan G, Mohaisen M, Trier M. The network ROI. Internet Research. 2019;30(2):631-652. doi:10.1108/intr-07-2018-0346
Khan, G., Mohaisen, M., & Trier, M. (2019). The network ROI. Internet Research, 30(2), 631–652.
@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} }
Khan, Gohar, Manar Mohaisen, and Matthias Trier. “The Network ROI.” Internet Research 30, no. 2 (2019): 631–52.
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.
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.


Marked Publications

Open Data LibreCat

Search this title in

Google Scholar