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

Supond Boon-Long and Winai Wongsurawat, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 2 ()
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 test their
influence on consumer purchasing decisions. Comments on a Samsung
Mobile Thailand Facebook fan page were categorized and recorded on a
daily basis for a period of 5 months. A model was developed and tested
using confirmatory factor analysis to determine how comments
representing four variables affected purchasing decisions. The study found
that the most influential comments focused on the following: usage
experience issues, information requests, business practice issues and
comments about product launches and developments. These four variables
can be indicator variables for consumer purchasing decisions in social
media marketing. Marketers can apply these four key indicator variables to
evaluate social media marketing.

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