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dc.contributor.authorIsmagilova, Elvira
dc.contributor.authorDwivedi, Y.K.
dc.contributor.authorLal, Banita
dc.contributor.authorRana, Nripendra P.
dc.contributor.authorDoneddu, D.
dc.date.accessioned2022-05-04T13:14:19Z
dc.date.accessioned2022-07-11T11:24:42Z
dc.date.available2022-05-04T13:14:19Z
dc.date.available2022-07-11T11:24:42Z
dc.date.issued2021-06
dc.identifier.citationIsmagilova E, Dwivedi YK, Lal B et al (2021) Return on investment in social media marketing: bibliometric analysis. In: UK Academy for Information Systems Conference Proceedings. 2021: 17.en_US
dc.identifier.urihttp://hdl.handle.net/10454/19057
dc.descriptionYes
dc.description.abstractReturn on investment (ROI) from social media marketing activities has attracted significant attention from academics and practitioners resulting in an increasing number of studies on this important topic. The current study conducted a bibliometric analysis to provide a consolidated view on the topic of ROI in social media marketing. By using 115 outputs from the Web of Science database and employing software CiteSpace the study presents and discusses the analysis of temporal distribution, cited countries, cited journals, cited authors, and research hotspots from 2009 till 2020. A holistic picture of this topic will help researchers to get an overview of this field and develop directions for future studies.en_US
dc.language.isoenen_US
dc.subjectSocial media marketing
dc.subjectReturn on investment
dc.subjectBibliometric analysis
dc.subjectROI
dc.titleReturn on investment in social media marketing: bibliometric analysisen_US
dc.status.refereedYes
dc.date.application2021-06
dc.typeConference paper
dc.type.versionAccepted manuscript
dc.rights.licenseUnspecifieden_US
dc.date.updated2022-05-04T13:14:21Z
refterms.dateFOA2022-07-11T11:27:51Z
dc.relation.urlhttps://aisel.aisnet.org/ukais2021/17
dc.openaccess.statusopenAccess
dc.date.accepted2021


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