Abstract
Return on Investment (ROI) is a valuable business parameter that measures profitability following an investment. For many corporate organisations, ROI is vital, and in corporate communication, Return on Investment indicates whether advertising and promotional activities are generating the required sales lift. This paper assesses the concept of ROI in corporate communications, with a particular focus on social media Coca Cola. The question that is asked is whether the social media advertising and promotional activities are producing the required sales lift. Using selected case studies, the paper examines the impact of social media promotional activities on the sales and patronage of goods and services. The study concludes that while social media is critical for producing buzz and chatter, it may not lead to increases in sales if it is not strategically deployed.
Recommended Citation
Nkrumah, Daniel; Asamoah, Rose Adjei; and Tanor, Roselyn Tanowaa
(2026)
"Social Media ROI: A Case for Reconceptualisation,"
Global Advances in Business Communication: Vol. 12, Article 2.
Available at:
https://commons.emich.edu/gabc/vol12/iss1/2