Pregled bibliografske jedinice broj: 1221623
The Efficiency of Social Media Marketing: Prisma Compliant Literature Review of DEA Applications
The Efficiency of Social Media Marketing: Prisma Compliant Literature Review of DEA Applications // IMCSM Proceedings, Volume XVIII, Issue (1) / Živković, Živan ; (ur.).
Bor: Tehnički fakultet u Boru Univerziteta u Beogradu, 2022. str. 337-347 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
The Efficiency of Social Media Marketing: Prisma
Compliant Literature Review of DEA Applications
Autori
Fotova Čiković, Katerina
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
IMCSM Proceedings, Volume XVIII, Issue (1)
/ Živković, Živan ; - Bor : Tehnički fakultet u Boru Univerziteta u Beogradu, 2022, 337-347
Skup
18th International May Conference on Strategic Management
Mjesto i datum
Bor, Srbija, 28.05.2022
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
social media ; marketing ; data envelopment analysis ; DEA ; literature review
Sažetak
This paper surveys, presents and analyses the applications of the leading non-parametric DEA (data envelopment analysis) methodology in the area of social media marketing. The main objective of this article is to identify all the relevant published studies in this area thus far, as well as to present and analyse the findings regarding the social media marketing with an application of DEA. Another goal of this article is to provide a theoretical background of the popular non- parametric DEA methodology and to present all the different perspectives of efficiency it can explore. This paper conducts a systematic review according to the PRISMA statement guidelines with stringent selection criteria to include relevant Data Envelopment Analysis (DEA) studies on social media marketing. The two largest and most relevant scientific databases, i.e. Scopus and Clarivate Web of Science databases have been surveyed with the keywords „DATA ENVELOPMENT ANALYSIS“ and “SOCIAL MEDIA” and “MARKETING”. The results from the PRISMA research method has led to a total of 7 relevant papers regarding the social media marketing with application of DEA. The ultimate goal of this paper is to raise awareness to scholars, researchers and analysts globally to employ the DEA methodology more often and in different industries due to its wide application possibilities and its current elusion by researchers in the field of social media marketing.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
