Quantitative and Qualitative Factors that Influence Social Media Marketing Effectiveness

Dillip Kumar Parida and Dr.D. Prasanna Kumar

These days, due to frequently changing economic environment, increasingly worldwide commercial hubs, and buyer strengthening, one of the fundamental methods of assessment and showcasing business objective is marketing matrices. Metric is the holy grail of all the measurements and spine of any business strategy. Social Media Marketing has advanced from marketing add-on to an essential component of the marketing campaign. The impact and effort through social media marketing should be quantifiable to demonstrate end objective. This paper aims to identify essential qualitative and quantitative metrics for social media marketing measurement to gauge its effectiveness.

Volume 12 | 03-Special Issue

Pages: 807-813

DOI: 10.5373/JARDCS/V12SP3/20201321