Increasing the ROI of social media marketing

MIT Sloan Management Review

Volumn 54, Issue 1, 2012, Pages 55-61

  Kumar, V ^a   Mirchandani, Rohan ^b  

^a GEORGIA STATE UNIVERSITY   (United States)

^b Drums Food International Pvt Ltd   (India)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84869173988     PISSN: 15329194     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (6)

1. P. Kotler and G. Armstrong, "Principles of Marketing" 12th ed. (Upper Saddle River, New Jersey: Prentice Hall, 2007): 481.
2. P.V. Marsden and N.E. Friedkin, "Network Studies of Social Influence," in "Advances in Social Network Analysis: Research in the Social and Behavioral Sciences," eds. S. Wasserman and J. Galaskiewicz (Thousand Oaks, California: SAGE Publications, 1994)
3. D.J. Watts and P.S. Dodds, "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research 34, no. 4 (December 2007): 441-458.
4. V. Kumar, V. Bhaskaran, R. Mirchandani and M. Shah, "Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles &Tangibles," Marketing Science, in press.
5. C.H. Hubbell, "An Input-Output Approach to Clique Identification," Sociometry 28 (1965): 377-399.
6. Kumar et al., "Creating a Measurable Social Media Marketing Strategy for Hokey Pokey."