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Are your social media posts hitting the bullseye?
Journal of Digital & Social Media Marketing,
9
(4),
298-307
(2022)
Abstract
Business-to-business firms are increasingly using social media to engage with their customers and develop their relationship with them. As such, firms must be able to gauge the performance of their social media posts against defined marketing objectives. This article presents a methodology to determine how well companies are meeting their social media objectives at each stage of the relationship life cycle. This methodology adopts the proportional reduction in loss reliability measure developed by Rust and Cooil. Using this measure, the article provides a step-by-step template for marketers to evaluate their social media content in light of set social media objectives.
Keywords: relationship quality; relationship life cycle; relationship marketing; social media; business to business
The full article is available to subscribers to the journal.
Author's Biography
Loran Jarrett is a marketing instructor at the Muma College of Business, specialising in digital marketing, marketing strategy and community partnership campaigns. Outside of academia, she has owned her own marketing agency and served as vice president of marketing strategy and public relations for two other organisations. She has also worked as an adjunct professor at the University of Tampa. She earned her doctor of business administration from the University of South Florida, her master’s degree in marketing from the University of Tampa, and her bachelor’s degree in marketing and real estate from Florida State University.
Sajeev Varki is an Associate Professor of Marketing at the Muma College of Business. His research has been published in numerous journals, and has won various awards. His expertise in advertising and strategy reflects his experience as a business economist at Tata Economic Consultancy Services in Mumbai, and as an advertising agency account manager in Delhi. He earned his PhD in management from Vanderbilt University, his MBA from the Institute of Management, Ahmedabad, and his bachelor’s degree in engineering from the Indian Institute of Technology, Kharagpur.
