Journal of Business & Economic Policy

Social Media Marketing: A Note about Return on Investment
Phani Tej Adidam, Ph. D.

Abstract
Several marketers are aware that social media presents a very effective way to reach their existing and potential customers. At the same time, it is imperative that companies understand that they are getting a proper return on their marketing investments in this social media space. However, the inability to measure the return on investment of social media marketing strategies continues to confound marketers across various industries. In this paper, we look at various options through which marketers can address this very critical issue.

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