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Keywords: Marketing campaign
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Journal Articles
Facebook marketing campaign benchmarking for a franchised hotel
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International Journal of Contemporary Hospitality Management (2018) 30 (3): 1705–1723.
Published: 19 March 2018
...Ying Chen Lo; Chin-Yi Fang Purpose This study aims to develop a performance evaluation model for Facebook (FB) marketing campaigns (FBMCs) for a franchised hotel, distinguish four quadrants based on efficiency and customer attention and suggest improvements for inefficient FBMCs based on the slack...
