...Susana C. Silva; Paulo Alexandre Oliveira Duarte; Sara Resende Almeida Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes...

.../approach A variety of recent research outputs are reviewed, covering the topics of data availability, marketing communications channels, campaign outsourcing, and customer re‐recruitment. Findings The paper concludes that marketing return on investment (ROI) is increasingly measurable, but the balance...