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El retorno de la inversión en medios sociales (Social Media ROI). Una revisión de literatura

Author

Listed:
  • Garavito, Judith Vergara

    (Universidad EAFIT)

  • Franco, Pilar Álvarez

    (Universidad EAFIT)

  • Rodríguez, Maribel Serna

    (Universidad EAFIT)

Abstract

En este trabajo se desarrolla una revisión de literatura del tema de retorno de la inversión en medios sociales (social media ROI). Fueron revisados artículos que en su mayoría corresponden a los Top Journals de marketing enfocándose, principalmente, en los últimos diez anos en las bases de datos ISI Web of Science y Scopus. Como resultado de esta búsqueda, se logra dar cuenta del estado actual de lo que la literatura propone respecto a la estimación del ROI en medios sociales de comunicación, concluyendo que en ausencia del marketing tradicional y de las mejores prácticas estandarizadas, algunos recurren al retorno de la inversión (ROI) como medio para probar las contribuciones que los medios sociales generan, pese a que en el entorno de marketing parece no existir consenso respecto a lo que es el ROI. ***************************************************************************************************************************This paper develops a literature review on the subject of return on investment in social media (social media ROI). Articles that mostly correspond to the Top Marketing Journals were reviewed, focusing mainly on the last ten years in the ISI Web of Science and Scopus databases. As a result of this search, it is possible to account for the current state of what the literature proposes regarding the estimation of ROI in social media, concluding that in the absence of traditional marketing and standardized best practices, some resort to the return of investment (ROI) as a means of testing the contributions that social media generates, despite the fact that in the marketing environment there seems to be no consensus on what ROI is. ***************************************************************************************************************************Este artigo desenvolve uma revisao da literatura sobre o tema retorno do investimento em mídias sociais (ROI em mídias sociais). Os artigos que correspondem em sua maioria aos Top Marketing Journals foram revisados, com foco principalmente nos últimos dez anos nas bases de dados ISI Web of Science e Scopus. Como resultado desta pesquisa, é possível dar conta do estado atual do que a literatura propoe a respeito da estimativa do ROI nas mídias sociais, concluindo que na ausencia de marketing tradicional e melhores práticas padronizadas, alguns recorrem ao retorno do investimento (ROI) como forma de testar as contribuicoes que a mídia social gera, apesar de no ambiente de marketing parecer nao haver consenso sobre o que é ROI.

Suggested Citation

  • Garavito, Judith Vergara & Franco, Pilar Álvarez & Rodríguez, Maribel Serna, 2021. "El retorno de la inversión en medios sociales (Social Media ROI). Una revisión de literatura," Revista Tendencias, Universidad de Narino, vol. 22(2), pages 331-348, July.
    • Handle: RePEc:col:000520:019400
    DOI: 10.22267/rtend.212202.179
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    References listed on IDEAS

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    More about this item

    Keywords

    costos; desempeño financiero; marketing; rentabilidad; utilidades;
    All these keywords.

    JEL classification:

    • D25 - Microeconomics - - Production and Organizations - - - Intertemporal Firm Choice: Investment, Capacity, and Financing
    • D92 - Microeconomics - - Micro-Based Behavioral Economics - - - Intertemporal Firm Choice, Investment, Capacity, and Financing
    • E22 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Investment; Capital; Intangible Capital; Capacity
    • G11 - Financial Economics - - General Financial Markets - - - Portfolio Choice; Investment Decisions
    • G31 - Financial Economics - - Corporate Finance and Governance - - - Capital Budgeting; Fixed Investment and Inventory Studies

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