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Facebook likes: do they matter?


Themes: Marketing and strategy

Many companies are now investing increasing proportions of their budget to social media marketing. But is investing in a Facebook page with interesting content a good way to invest a company’s sometimes limited marketing budget? Two research students at CJBS – Joe Gladstone (PhD 2012) and Jon Jachimowicz (MPhil Innovation, Strategy & Organisation 2013) – share the results of their research into the benefits to a company of Facebook likes.

An interview with Conrad Chua, Head of Marketing and Admissions for the Cambridge MBA.