Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research

Banita Lal^a✉, Elvira Ismagilova^b, Yogesh Kumar Dwivedi^c, Shirumisha Kwayu^d

1. ^aUniversity of Bedfordshire Business School, University of Bedfordshire, Luton, UK
2. ^bSchool of Management, University of Bradford, Bradford, UK
3. ^cEmerging Markets Research Centre (EMaRC), School of Management, Swansea University Bay Campus, Swansea, Wales, UK
4. ^dNottingham Business School, Nottingham, UK
5. ✉Corresponding author