Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations

@article{Kaske2012ReturnOI,
  title={Return on Investment in Social Media--Does the Hype Pay Off? Towards an Assessment of the Profitability of Social Media in Organizations},
  author={Fabian Kaske and Maurice K{\"u}gler and Stefan Smolnik},
  journal={2012 45th Hawaii International Conference on System Sciences},
  year={2012},
  pages={3898-3907}
}
Since the popularity of customer-centered social media has increased substantially during the last few years, firms have been eager to profit from this trend. Given the uncertain payoffs and constraints on human resources, however, there is as yet no decision tool to help decide on social media implementation. Our paper addresses this gap by establishing a framework for assessing the profitability of customer-centered social media initiatives in organizations. We first outline the importance of… CONTINUE READING

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