6533b82dfe1ef96bd1291552

RESEARCH PRODUCT

Social Media Campaign Metrics in Latvia

Valerijs PraudeRonalds Skulme

subject

Social media metricsComputer scienceManagement scienceLatvianTheoretical researchSocial media frameworksData sciencelanguage.human_languageSocial media marketingSocial mediaOrder (exchange)languageGeneral Materials ScienceSocial mediaMetric (unit)Latvia.Online marketing tools

description

Abstract The purpose of this paper was to explore which social media marketing metrics are most often used and are most important for marketing experts in Latvia. In order to achieve the aim of this paper several theoretical and practical research methods were used, such as literature analysis, surveying and grouping. First of all, theoretical research about social media metrics was conducted. Authors collected information about social media metric grouping methods and the most frequently mentioned social media metrics in the literature. The collected information was used as the foundation for the expert surveys. The expert surveys were used to gather information from Latvian marketing professionals to determine which social media metrics are used most often and which social media metrics are most important in Latvia. The main results of this paper are: Information about the most important and most often used social media marketing metrics in Latvia was collected. A new social media grouping framework is proposed.

https://doi.org/10.1016/j.sbspro.2015.11.462