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Analytics in Tourism Design Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Conceptualizing and Measuring Online Behavior Through Social Media Metrics

Authors : Bing Pan, Ya You

Published in: Analytics in Smart Tourism Design

Publisher: Springer International Publishing

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Abstract

The measurement of social media becomes crucial when businesses and organizations rely on them for word-of-mouth marketing. However, few organizations know how to quantify the impact of social media. This chapter reviews the evolution of social media and why the measurements are important. A framework based on multi-dimensional network of actors and memes provides the conceptualization of social media networks. Existing measurement frameworks based on web metrics and business objectives are different representations of this multi-dimensional network. The ultimate goal of measuring economic values needs to rely on the quantification of this network, its evolution and connection with business performance.

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previous chapter Online Travel Reviews: A Massive Paratextual Analysis
next chapter Sochi Olympics on Twitter: Topics, Geographical Landscape, and Temporal Dynamics
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Metadata
Title
Conceptualizing and Measuring Online Behavior Through Social Media Metrics
Authors
Bing Pan
Ya You
Copyright Year
2017
Book
Analytics in Smart Tourism Design

Print ISBN: 978-3-319-44262-4

Electronic ISBN: 978-3-319-44263-1

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-44263-1_12