Social Media Metrics Importance and Usage Frequency in Latvia

Abstract

Purpose of the article: The purpose of this paper was to explore which social media marketing metrics are most often used and are most important for marketing experts in Latvia and can be used to evaluate marketing campaign effectiveness. Methodology/methods: In order to achieve the aim of this paper several theoretical and practical research methods were used, such as theoretical literature analysis, surveying and grouping. First of all, theoretical research about social media metrics was conducted. Authors collected information about social media metric grouping methods and the most frequently mentioned social media metrics in the literature. The collected information was used as the foundation for the expert surveys. The expert surveys were used to collect information from Latvian marketing professionals to determine which social media metrics are used most often and which social media metrics are most important in Latvia. Scientific aim: The scientific aim of this paper was to identify if social media metrics importance varies depending on the consumer purchase decision stage. Findings: Information about the most important and most often used social media marketing metrics in Latvia was collected. A new social media grouping framework is proposed. Conclusions: The main conclusion is that the importance and the usage frequency of the social media metrics is changing depending of consumer purchase decisions stage the metric is used to evaluate.