Journal
INFORMATION & MANAGEMENT
Volume 51, Issue 6, Pages 712-725Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.im.2014.05.009
Keywords
Efficiency; Bootstrapping; Data envelopment analysis (DEA); Logistic regression; Online social networks; Web 2.0. technologies; Telecommunications firms
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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. (C) 2014 Elsevier B.V. All rights reserved.
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