O retorno do investimento em mídias sociais (Social Media ROI). Uma revisão de literatura
DOI:
https://doi.org/10.22267/rtend.212202.179Palavras-chave:
custos, desempenho financeiro, marketing, lucratividade, lucrosResumo
Este artigo desenvolve uma revisão da literatura sobre o tema retorno do investimento em mídias sociais (ROI em mídias sociais). Os artigos que correspondem em sua maioria aos Top Marketing Journals foram revisados, com foco principalmente nos últimos dez anos nas bases de dados ISI Web of Science e Scopus. Como resultado desta pesquisa, é possível dar conta do estado atual do que a literatura propõe a respeito da estimativa do ROI nas mídias sociais, concluindo que na ausência de marketing tradicional e melhores práticas padronizadas, alguns recorrem ao retorno do investimento (ROI) como forma de testar as contribuições que a mídia social gera, apesar de no ambiente de marketing parecer não haver consenso sobre o que é ROI.
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