Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models
Over the last two decades, the media landscape in the world has changed due to use of the internet and mainly the development of online social networks (OSNs) and has dramatically affected the media production, distribution, and consumption. Hence, media planners should carefully identify appropriat...
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| Format: | Article |
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Allameh Tabataba'i University Press
2021-12-01
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| Series: | مطالعات رسانههای نوین |
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| Online Access: | https://nms.atu.ac.ir/article_13934_48f31b3dea1ef1d2e8f5bdca5050e237.pdf |
| _version_ | 1797392712489500672 |
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| author | Hanieh Haghighinia Mohsen Rostamy-Malkhalifeh Mohamad Soltanifar |
| author_facet | Hanieh Haghighinia Mohsen Rostamy-Malkhalifeh Mohamad Soltanifar |
| author_sort | Hanieh Haghighinia |
| collection | DOAJ |
| description | Over the last two decades, the media landscape in the world has changed due to use of the internet and mainly the development of online social networks (OSNs) and has dramatically affected the media production, distribution, and consumption. Hence, media planners should carefully identify appropriate measures in the decision making process. The first step to change the processes is the information obtained through performance measurement.In this article, the performance of broadcast media has measured on Instagram and Soroush using CCR and BCC models in data envelopment analysis (DEA). Results has measured in the form of input and output-oriented, which called company activity level and audience response level. Then, the results of two models has compared. In fact, the performance of each unit in the optimal use of resources (inputs) to produce outputs (outputs) has evaluated. In this research, the statistical population is Radio and TV channels and these organizations considered as decision-making units (DMUs). Results show that a number of units has identified as efficient on both company activity and audience response level implementing CCR and BCC models. As well, some others have identified as efficient implementing BCC model. Then, the efficient units have been ranked using super-efficiency analysis. Finally, some inefficient DMUs has identified on each OSN individually and an appropriate strategy has introduced in order to improve the performance of inefficient units. This pattern will help media managers in order to identify inefficiency factors in compare of competitors and will become to an efficient DMU. |
| first_indexed | 2024-03-08T23:51:23Z |
| format | Article |
| id | doaj.art-17bb13978c714f10be3724db5e3de678 |
| institution | Directory Open Access Journal |
| issn | 2538-2209 2476-6550 |
| language | fas |
| last_indexed | 2024-03-08T23:51:23Z |
| publishDate | 2021-12-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | مطالعات رسانههای نوین |
| spelling | doaj.art-17bb13978c714f10be3724db5e3de6782023-12-13T10:28:23ZfasAllameh Tabataba'i University Pressمطالعات رسانههای نوین2538-22092476-65502021-12-0172810.22054/nms.2021.47296.84413934Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis ModelsHanieh Haghighinia0Mohsen Rostamy-Malkhalifeh1Mohamad Soltanifar2Department of Management of Cultural and Media Affairs, Faculty of Management and Economics (FME), Science and Research Branch, Islamic Azad University, Tehran, IranAssociate professor, Department of Mathematics, Faculty of Basic Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran (Corresponding author).Associate professor, Department of Social Communication Sciences, Faculty of Literature, Humanities, and Social Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.Over the last two decades, the media landscape in the world has changed due to use of the internet and mainly the development of online social networks (OSNs) and has dramatically affected the media production, distribution, and consumption. Hence, media planners should carefully identify appropriate measures in the decision making process. The first step to change the processes is the information obtained through performance measurement.In this article, the performance of broadcast media has measured on Instagram and Soroush using CCR and BCC models in data envelopment analysis (DEA). Results has measured in the form of input and output-oriented, which called company activity level and audience response level. Then, the results of two models has compared. In fact, the performance of each unit in the optimal use of resources (inputs) to produce outputs (outputs) has evaluated. In this research, the statistical population is Radio and TV channels and these organizations considered as decision-making units (DMUs). Results show that a number of units has identified as efficient on both company activity and audience response level implementing CCR and BCC models. As well, some others have identified as efficient implementing BCC model. Then, the efficient units have been ranked using super-efficiency analysis. Finally, some inefficient DMUs has identified on each OSN individually and an appropriate strategy has introduced in order to improve the performance of inefficient units. This pattern will help media managers in order to identify inefficiency factors in compare of competitors and will become to an efficient DMU.https://nms.atu.ac.ir/article_13934_48f31b3dea1ef1d2e8f5bdca5050e237.pdfperformance measurementdata envelopment analysis (dea)broadcast mediasocial networks |
| spellingShingle | Hanieh Haghighinia Mohsen Rostamy-Malkhalifeh Mohamad Soltanifar Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models مطالعات رسانههای نوین performance measurement data envelopment analysis (dea) broadcast media social networks |
| title | Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models |
| title_full | Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models |
| title_fullStr | Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models |
| title_full_unstemmed | Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models |
| title_short | Measuring Performance of Broadcast Media on Social Networks Using Data Envelopment Analysis Models |
| title_sort | measuring performance of broadcast media on social networks using data envelopment analysis models |
| topic | performance measurement data envelopment analysis (dea) broadcast media social networks |
| url | https://nms.atu.ac.ir/article_13934_48f31b3dea1ef1d2e8f5bdca5050e237.pdf |
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