Efficiency analysis of information technology and online social networks management: An integrated DEA-model assessment |
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Authors: | Margarita Martí nez-Nú ñ ez,Waldo Saul Pé rez-AguiarAuthor Vitae |
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Affiliation: | Department of Business Organization, Management and Statistics. Technical University of Madrid, Carretera de Valencia, km 7, 28031 Madrid, Spain |
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Abstract: | This paper analyses the relationship between productive efficiency and online-social-networks (OSN) in Spanish telecommunications firms. A data-envelopment-analysis (DEA) is used and several indicators of business “social Media” activities are incorporated. A super-efficiency analysis and bootstrapping techniques are performed to increase the model's robustness and accuracy. Then, a logistic regression model is applied to characterise factors and drivers of good performance in OSN. Results reveal the company's ability to absorb and utilise OSNs as a key factor in improving the productive efficiency. This paper presents a model for assessing the strategic performance of the presence and activity in OSN. |
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Keywords: | Efficiency Bootstrapping Data envelopment analysis (DEA) Logistic regression Online social networks Web 2.0. technologies Telecommunications firms |
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