Dr. Fondevila et altri’s book chapter on new metrics in marketing and social media
“New Digital Metrics in Marketing: A Comparative Study on Social Media Use” is the scientific book chapter of Dr. Joan Francesc Fondevila Gascón, Dr. Pedro Mir, Dr. Josep Rom and Dr. Eva Santana in the book by Francisco Campos Freire, José Rúas Araújo, Valentín A. Martínez Fernández and Xosé López García (editors) Media and Metamedia Management, in the collection Advances in Intelligent Systems and Computing, volume 503 (pp. 343-350), Berlin, Springer, 2017.
This chapter discusses metrics developments in social media from the perspective of marketing, and develops a comparative in use of social media, that reflects the profitability of the use of metrics for the company.
The study corresponds to the research task of the Research Group on Digital Journalism and Marketing and Broadband and the Research Group on Innovative Monetization Systems of Digital Journalism, Marketing and Tourism (SIMPED), from CECABLE, Universitat Pompeu Fabra, Escola Universitària Mediterrani of the University of Girona, Blanquerna-Universitat Ramon Llull and Universitat Autònoma de Barcelona, of which Dr. Joan Francesc Fondevila Gascón is principal investigator.
