Evaluation of the Efficiency of Selected Marketing Campaigns on Social Media Networks

The Master’s Thesis is devoted to evaluating marketing campaigns on social media networks through the Integrated Evaluation Framework developed by the Association for Measurement and Evaluation of Communication. The framework constitutes a universal evaluation framework intended for planning and measuring communication. I have applied the approach to the selected smartwatch campaign communicated on Facebook and Instagram from 18 January to 15 February 2021. In the theoretical part, I have defined the concept of social media and Social Media Marketing, as well as the relation between marketing and PR, since social media networks may serve as efficient communication channels to this effect. I have also introduced some approaches to campaign evaluation and measurement and have described in more detail the applied evaluation framework. In the practical part, I have explained the context in which the respective campaign took place, focusing on its planning, implementation and evaluation based on the individual Integrated Evaluation Framework steps. In the conclusion, I have considered the advantages and disadvantages of using such an approach in practice. To support my statements, I have applied information obtained based on in-depth interviews with marketing specialists.