As firms shift marketing budgets from traditional advertising (whose effect on sales is relatively easy to quantify)to social media, there is a stronger need to measure the effect of online approaches on profits and marketing performance

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As traditional advertising has been around for longer, it has a well-established link to sales impact. However, social media is a relatively newer form of advertising and its impact on profits and marketing performance needs to be measured and analyzed to determine its effectiveness.

As Firms Shift Marketing Budgets from Traditional Advertising (Whose Effect