Evaluating Performance Quality of a Firm's Social Media Activities

摘要

Individual consumers continue to use multiple social media platforms as they share information with their peers, search for information, explore product functionality, and acquire goods and services. Firms must determine how to allocate resources and develop strategies among social media platforms. This requires an understanding of how well a firm's social media platforms are performing to achieve the desired outcomes. This study identifies four dimensions of performance quality and assesses performance quality levels. This study also evaluates the impact of brand origin and industry type on a firm's performance of social media activities.