What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers

Autor: Jan-Frederik Gräve

Publikováno v: Social Media + Society, Vol 5 (2019)

Measuring the impact of social media communication is a prominent and pertinent challenge; the commercialization of social media influencers (SMIs) in the form of so-called influencer marketing makes this effort even more complicated. Companies that

Externí odkaz: https://doaj.org/article/341707f1a4994473b8dcf6d754789a1c

Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers

Autor: Carolin Haiduk, Jan-Frederik Gräve, Oliver Schnittka

Publikováno v: Gräve, J F, Schnittka, O & Haiduk, C 2021, ' Evaluating the advertising effectiveness of noncelebrity endorsers advantages of customer vs. Employee endorsers and mediating factors of their impact ', Journal of Advertising Research, vol. 61, no. 3, pp. 318-333 . https://doi.org/10.2501/JAR-2021-011

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, whic

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::cea5fc82b215c7538a19682bcf0bd297
https://doi.org/10.2501/jar-2021-011

Implementing effective customer participation for hedonic and utilitarian services

Autor: Jan-Frederik Gräve, Henrik Sattler, Kristina Blinda, Oliver Schnittka

Publikováno v: Blinda, K, Schnittka, O, Sattler, H & Gräve, J-F 2019, ' Implementing effective customer participation for hedonic and utilitarian services ', Journal of Services Marketing, vol. 33, no. 3, pp. 316-330 . https://doi.org/10.1108/JSM-07-2018-0196

Purpose A distinct view of customer participation in services classifies the characteristics of the participation process as experience- versus outcome-oriented, each of which affects customer participation success uniquely for different types of ser

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a08029ce8b4e974b75d2328f12666dda
https://doi.org/10.1108/jsm-07-2018-0196

Good KPI, Good Influencer?

Autor: Annika Greff, Jan-Frederik Gräve

Publikováno v: SMSociety

The question of how the impact of social media communication can be measured is a prominent topic in social media research, for example in terms of virality of content or the influence an individual has on others. While this is of interest in many di

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::d76b20841c6b4e902076014fc08e3ad0
https://doi.org/10.1145/3217804.3217931