@inproceedings{mohelska:hal-02274156,
  TITLE = {{The Role of Social Networks in Online Marketing and Measurement of Their Effectiveness -- The Case Study}},
  AUTHOR = {Mohelska, Hana and Sokolova, Marcela},
  URL = {https://inria.hal.science/hal-02274156},
  BOOKTITLE = {{17th Conference on e-Business, e-Services and e-Society (I3E)}},
  ADDRESS = {Kuwait City, Kuwait},
  EDITOR = {Salah A. Al-Sharhan and Antonis C. Simintiras and Yogesh K. Dwivedi and Marijn Janssen and Matti M{\"a}ntym{\"a}ki and Luay Tahat and Issam Moughrabi and Taher M. Ali and Nripendra P. Rana},
  PUBLISHER = {{Springer International Publishing}},
  SERIES = {Challenges and Opportunities in the Digital Era},
  VOLUME = {LNCS-11195},
  PAGES = {13-20},
  YEAR = {2018},
  MONTH = Oct,
  DOI = {10.1007/978-3-030-02131-3\_2},
  KEYWORDS = {Online marketing ; Social networks ; Efficiency measurement ; Facebook ; Twitter ; Instagram},
  PDF = {https://inria.hal.science/hal-02274156/file/474698_1_En_2_Chapter.pdf},
  HAL_ID = {hal-02274156},
  HAL_VERSION = {v1},
}