Social Media Index Valuation: Impact of Technological,Social, Economic,and Ethical Dimensions |
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Authors: | Amit Arora Shailendra Palvia |
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Affiliation: | 1. Savannah State University, Savannah, Georgia, USA;2. Long Island University, Brookville, New York, USA |
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Abstract: | Marketing practitioners have recognized a growing need to measure consumer-generated social media in a standard way since there are numerous social media indicators in use, making intra- and inter-company comparisons difficult. This paper identifies four social media dimensions for measurement and evaluation: technological, social, economic, and ethical; and, subsequently, measures social media. The study makes a contribution to social media literature by using analytic hierarchy process of developing a mathematical model for social media index valuation. The “social media composite index number” will serve as an industry benchmark signifying the organization's share and commitment to social media. |
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Keywords: | social media indicators social media index valuation social media composite index number |
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