Τίτλος σε άλλη γλώσσα: Social media marketing and evaluation metrics: A case study in tobacco industry" [Αγγλική] Ημερομηνία: 08-09-2019 [2019-09-08] Συγγραφέας: Ζυγούρου, Αφροδίτη Σχολή: Σχολή Κοινωνικών Επιστημών Τμήμα: Διοίκηση Επιχειρήσεων (MBA) Περίληψη (Abstract): Social networking has been constantly increasing in popularity during the past decade. Millions of users have been using social media platforms, offering companies a new marketing vehicle and a significant opportunity. While companies have started incorporating social media into their media mix, the need to evaluate their social media campaigns and calculate return of investment is imperative, but...