A Non-Parametric Model for Efficiency Estimation and Online Social Network Management Evaluation: An Application to Spanish Telecommunication Firms
DOI:
https://doi.org/10.25115/eea.v31i2.3342Keywords:
Efficiency, Data Envelopment Analysis (DEA), Logistic Regression, Online Social Networks, Web 2.0.Abstract
This paper analyzes the relationship between the productive efficiency and the Online Social Networks - OSN in the Spanish telecommunications firms. First, a data envelopment analysis (DEA) is used and several indicators of business "Social Media" activities are incorporated. In a second stage, a logistic regression model regression is applied to characterize the efficient enterprises. Results show that the company's ability to absorb and utilize this OSN is a key factor in improving the productive efficiency. These results on the combined use and different management capabilities of OSN point to a definition of OSN as a heterogeneous resource. This paper presents a model for assessing the strategic performance to address their presence and activity in OSN.
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