A social media advertising evaluation information technology modelRoik, Ostap (Avtor) Ovsyak, Volodymyr (Avtor) information system modelintegrated indicatorsocial media marketingadvertising analysiscombined level of engagementThe evaluation of Social Media Marketing (SMM) campaigns has traditionally been characterized by a dichotomy between the engagement metrics, such as likes, comments, and shares, and the financial performance metrics, including Return on Investment (ROI) and Cost per Engagement (CPE). The paper proposes a novel approach that addresses these limitations by proposing a combined indicator, termed ER(combined) model, which integrates both the engagement and financial metrics into a unified model. The ER (combined) model provides a comprehensive framework for assessing the efficiency of the SMM campaigns by considering both the qualitative aspects of social media interactions and their quantitative financial outcomes. Designed to be adaptable, the model allows marketers to adjust the weights assigned to the Engagement Rate (ER) and Engagement Rate by Reach (ERR), facilitating a flexible focus based on specific marketing objectives. For instance, a campaign aimed at increasing the brand awareness might prioritize the reach, while another focused on building a community might emphasize the engagement. The model incorporates customizable benchmarks for Max ROI and Max CPE, enabling organizations to tailor the evaluation process to their unique financial targets and performance expectations.20252026-06-09 11:25:59Članek v reviji183237sl