New digital metrics in marketing: A comparative study on social media use

Joan Francesc Fondevila Gascón, Pedro Mir Bernal, Eva Santana López, Josep Rom Rodríguez

Research output: Book chapterChapterpeer-review

5 Citations (Scopus)


Analysis metrics of social media are multiplying in order to reflect the performance that companies can get from the Internet activity. It is an essential formula for the information professional as embodying the efforts made in communication. After analyzing different metrics to be used depending on the type of target to be attained with them, the article deals with the analysis of feeling. From the classification of Lovett’s performance, we compared VuelingPeople! and EasyJet. We observe alternate domain in the various parameters.

Original languageEnglish
Title of host publicationCampos, Francisco.; Rúas, Xosé; Martínez, Valentín Alejandro; López, Xosé. (eds.) Media and Metamedia Management
PublisherSpringer Verlag
Number of pages8
ISBN (Print)978-3-319-46066-6
Publication statusPublished - 1 Nov 2017

Publication series

NameAdvances in Intelligent Systems and Computing
ISSN (Print)2194-5357


  • Marketing
  • Metrics
  • Reputation
  • Sentiment analysis
  • Social media


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