Evaluating the business impacts of social media use with System Dynamics and Agent-Based Modeling: A Literature Review

Olli Pirttilä, Hannu Kärkkäinen, Jari J. Jussila

    Research output: Contribution to journalReview Articlepeer-review

    75 Downloads (Pure)

    Abstract

    Social media has been widely adopted as a useful business tool, especially in the domain of business to consumer marketing. However, the deployment of social media tools to business processes is hindered by the lack of concrete indicators of the effects its use has on the business process. Computer based modeling has been widely used to simulate and predict business effects in other streams of study, but relatively little in the evaluation of social media impacts. This paper argues that System Dynamics and Agent-Based Modeling have been and should be utilized in measuring social media and its impacts in business context in general, as well as in the context of business ecosystems. The authors review the current state of the use of these simulation methods in the evaluation of social media business impacts by conducting a systematic literature review.
    Original languageEnglish
    JournalINTERNATIONAL JOURNAL OF VIRTUAL COMMUNITIES AND SOCIAL NETWORKING
    Volume8
    Issue number2
    DOIs
    Publication statusPublished - 2016
    Publication typeA2 Review article in a scientific journal

    Keywords

    • social media
    • system dynamics
    • agent-based modelling

    Publication forum classification

    • Publication forum level 1

    ASJC Scopus subject areas

    • Management of Technology and Innovation

    Fingerprint

    Dive into the research topics of 'Evaluating the business impacts of social media use with System Dynamics and Agent-Based Modeling: A Literature Review'. Together they form a unique fingerprint.

    Cite this