Facebook marketing campaign benchmarking for a franchised hotel

Lo Ying Chen; Fang Chin-Yi

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Facebook marketing campaign benchmarking for a franchised hotel

机译：Facebook专营酒店的营销活动基准测试

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摘要

Purpose - This study aims to develop a performance evaluation model for Facebook (FB) marketing campaigns (FBMCs) for a franchised hotel, distinguish four quadrants based on efficiency and customer attention and suggest improvements for inefficient FBMCs based on the slack value analysis.

机译：目的-这项研究旨在为特许经营酒店开发Facebook（FB）营销活动（FBMC）的绩效评估模型，根据效率和顾客关注度来区分四个象限，并根据闲散价值分析提出对效率低下的FBMC的改进建议。

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来源
《International Journal of Contemporary Hospitality Management》 |2018年第3期|1705-1723|共19页
作者
Lo Ying Chen; Fang Chin-Yi;
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作者单位

Chinese Culture Univ, Grad Inst Int Business Adm, Taipei, Taiwan;

Natl Taiwan Normal Univ, Grad Inst Sport Leisure & Hospitality Management, Taipei, Taiwan;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Performance; Facebook; Benchmarking; DEA; ELM; Marketing campaign;

机译：绩效;Facebook;基准测试;DEA;ELM;市场营销活动;

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Facebook marketing campaign benchmarking for a franchised hotel

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