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

Palabras clave: costos, desempeño financiero, marketing, rentabilidad, utilidades

Resumen

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 años 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.

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Biografía del autor/a

Judith Vergara Garavito, Universidad EAFIT

Doctora en Administración, CENTRUM Catolica Graduate Business School (CCGBS), Perú. Profesora Departamento de Finanzas, Escuela de Economía y Finanzas, Universidad EAFIT. ORCiD: 0000-0002-7466-944X. E-mail: jvergar8@eafit.edu.co, Colombia.

Pilar Álvarez Franco, Universidad EAFIT

Doctora en Administración, CENTRUM Catolica Graduate Business School (CCGBS), Perú. Profesora Departamento de Finanzas, Escuela de Economía y Finanzas, Universidad EAFIT. ORCiD: 0000-0002-8557-6345. E-mail: palvare6@eafit.edu.co, Colombia.

Maribel Serna Rodríguez, Universidad EAFIT

Doctora en Administración, CENTRUM Catolica Graduate Business School (CCGBS), Perú. Profesora Departamento de Organización y Gerencia, Escuela de Administración, Universidad EAFIT. ORCiD: 0000- 0002-0349-9500. E-mail: mserna@eafit.edu.co, Colombia.

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Publicado
2021-07-01
Cómo citar
Vergara Garavito, J., Álvarez Franco, P., & Serna Rodríguez, M. (2021). El retorno de la inversión en medios sociales (Social Media ROI). Una revisión de literatura. Tendencias, 22(2), 331-348. https://doi.org/10.22267/rtend.212202.179