… evidence that social media should be studied as a composite measure rather than a single
measure so that we may have a better understanding of how specific social media activities …

… model of social media usage. The model conceptualizes and operationalizes social media
usage as a … [46], we created linear composite scores from the measurement items of the sub-…

… the results of the organizational use of social media. In addition, it significantly … social media
resources based on social media that an organization has created through its social media …

… how social media needs and innovation influence the adoption of social media amongst …
These factors are subsequently used to construct a set of hypotheses and a research model…

… To develop the right social media metrics and subsequently construct appropriate dashboards,
we provide a tool kit consisting of three novel components. First, we theoretically derive …

… , construct names, and construct dimensionality. The … social media are brand, brand's page
on a social networking site, brand-related content, online brand community, and online social …

… and operationalization of usage of social media (SM) are … a composite set of behaviors that
a social actor uses the bundle of SM applications and services at varying levels to meet social …

… engagement in social media can affect hotels performance. This study will cover this gap
in literature by focusing on hotels social media use and how engagement in social media can …

… Findings – The paper outcomes indicated SM brand engagement as a bi-dimensional
construct … The construct is considered reliable when the Cronbach’s alpha score and composite …

… to devise social media marketing effectively. This study extends the theory by proposing a
new set of social media behavioural predictors that help to create social media user typology. …