Work

Development of a combined engagement rate indicator for evaluating social media advertising efficiency

Year: 2024

Type: conference-paper

Abstract: In the modern digital economy, social media advertising has become an integral tool for businesses seeking to connect with customers. However, evaluating its effectiveness remains a significant challenge. This thesis proposes the development of a Combined Engagement Rate Indicator (CERI) aimed at providing a comprehensive metric for assessing social media advertising efficiency. By integrating traditional engagement metrics—Engagement Rate (ER) and Engagement Rate by Reach (ERR)—with financial performance indicators, CERI offers a more holistic evaluation tool that reflects both user engagement and business outcomes.

Source: Forestry Education and Science Current Challenges and Development Prospects

DOI: 10.36930/conf150.5.27

Authors: O. O. Roik, V. K. Ovsyak

Institution: Lviv Polytechnic National University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4404715968

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