NDLI: Grey relational analysis between social media engagement and users' decisions

Content Provider	IEEE Xplore Digital Library
Author	Delcea, C. Scarlat, E.
Copyright Year	2015
Description	Author affiliation: Dept. of Econ. Inf. & Cybern., Bucharest Univ. of Econ. Studies, Bucharest, Romania (Delcea, C.; Scarlat, E.)
Abstract	With the rapid development of social media and social strategies, firms have defined and applied an action plan in order to offer and to lure their customers. In this context, the internet has become the meeting place between companies and their targeted audience. Recent studies have shown us that customers are more likely to buy a certain product or service from a company they can follow or contact on social media. Moreover, the customers that are using social media feel a stronger relationship with the companies they are interacting with in virtual networks. But have the companies succeeded in getting everything from this strong relationship? Are their online advertising campaigns getting to the right customers? Is there any connection between social media engagement and the decisions users are taking? These questions are going to be addressed in this paper through a grey relational analysis applied to the selected variables. As the nature of relationships created in online social networks is characterized by incomplete information, the analysis will make use of the concepts and means offered by the grey systems theory, a theory that has obtained good results over time when used on uncertain situations.
Sponsorship	IEEE
Starting Page	134
Ending Page	138
File Size	588439
Page Count	5
File Format	PDF
ISBN	9781479983742
e-ISBN	9781479983759
DOI	10.1109/GSIS.2015.7301843
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-08-18
Publisher Place	UK
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Context Technological innovation grey relational analysis Companies DH-HEMTs online social networks Media MySpace social media grey knowledge
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
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4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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