Social media marketing evaluation using social network comments as an indicator for identifying consumer purchasing decision effectiveness

• Main Authors: Supond Boon-Long, Winai Wongsurawat
• Other Authors: Asian Institute of Technology Thailand
• Format: Article
• Published: 2018
• Subjects: Business, Management and Accounting
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/35677
• Institution: Mahidol University

© 2015 MACMILLAN PUBLISHERS LTD. It is very difficult to measure the effectiveness of social media marketing, and such measurement has not been done in any systematic way. This study shows how to develop a measurement instrument to evaluate consumer comments made on a social media community site to...