Performance efficiency of social media digital marketing platforms in Malaysia using CCR input-oriented DEA, cross efficiency, and SBM models
DOI:
https://doi.org/10.55573/JISED.118755Keywords:
Data Envelopment Analysis (DEA), CCR input-oriented model, Cross Efficiency, Slack-Based Measure (SBM), social media platforms, digital marketing efficiencyAbstract
Digital marketing platforms have become important channels through which organisations engage audiences and generate commercial value. This study evaluates the relative performance efficiency of eleven prominent social media digital marketing platforms in Malaysia using three Data Envelopment Analysis (DEA) approaches: the CCR input-oriented model, Cross Efficiency, and the Slack-Based Measure (SBM) model. The analysis considers three inputs—number of users, number of employees, and total expenses—and two outputs—potential advertising reach and total annual revenue. The CCR input-oriented model was first applied to identify relatively efficient and inefficient platforms. Seven platforms were found to be CCR-efficient, while Telegram, Twitter, LinkedIn, and Snapchat were identified as inefficient. Cross Efficiency was subsequently employed to discriminate among the CCR-efficient platforms, with YouTube obtaining the highest cross-efficiency score, followed by TikTok. The SBM model was then applied to further assess the four CCR-inefficient platforms by considering input excesses and output shortfalls. Overall, the findings demonstrate differences in the ability of social media platforms to utilise their existing audience base and operational resources to generate advertising reach and revenue. The study provides a relative benchmarking perspective that may assist decision-makers in evaluating resource utilisation and platform performance within the digital marketing environment
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