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As organisations are increasing their investment in social media marketing (SMM), evaluation of such techniques is becoming increasingly important. The purpose of this paper is to contribute to knowledge regarding SMM strategy by developing a stage model of SMM evaluation and uncovering the challenges in this process.

Interviews were conducted with 18 key informants working for specialist SMM agencies. Such informants are a particularly rich source, since they manage social media campaigns for a wide range of clients. An exploratory research was conducted and thematic analysis surfaced the key components of the SMM evaluation process and associated challenges.

The SMM evaluation framework is developed. This framework has the following six stages: setting evaluation objectives, identifying key performance indicators (KPIs), identifying metrics, data collection and analysis, report generation and management decision making. Challenges associated with each stage of the framework are identified, and discussed with a view to better understanding decision making associated with social media strategies. Two key challenges are the agency-client relationship and the available social analytics tools.

Despite an increasing body of research on social media objectives, KPIs and metrics, no previous study has explored how these components are embedded in a marketing campaign planning process. The paper also offers insights in the factors that make SMM evaluation complex and challenging. Recommendations for further research and practice are offered.

This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.

This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial. As agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice.

A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed papers on the agency–client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes.

The paper provides an analysis of the extant knowledge base, including key themes, journals and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes.

This is the first systematic review of the literature on agency–client relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency–client relationships in the digital age, and increasing need to understand “marketing-as-practice”, the coherent overview offered by this paper is of particular value for guiding future research.