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Haghighinia H, Rostami-Malkhalifeh M, Soltanifar M, Nasrollahi Kasmani A. Optimizing the Performance of Printed Newspapers on Instagram Using Data Envelopment Analysis (DEA). ORMR 2020; 10 (2) :1-21
URL: http://ormr.modares.ac.ir/article-28-42818-en.html

In recent years, technology has been constantly changing and all organizations are forced to change with new technologies in order to maintain competitiveness and survive in business environments. Online Social Networks (OSNs) are new platforms for user-oriented websites/apps and they have been increasingly noticed by various businesses. Applying these new interactive technologies bring several benefits to businesses. There will be a need for new types of managerial and social skills as well as a new type of decision-making process that will not be acceptable by the existing organizational structures.
Given that one of the main concerns of managers is to measure the performance of organizations in order to optimal consumption of resources (inputs) to generate products (outputs), hence method of this study is a mathematical programming technique based on performance measurement using Data Envelopment Analysis (DEA). One of the most interesting methods in DEA literature for measuring the efficiency of organizations is the slack-based measure (SBM) model. In this paper, the performance of printed newspapers as Decision Making Units (DMUs) on Instagram has been measured to identify the inefficiency factors of units using SBM method. The findings show that two DMUs was efficient and others was inefficient. Finally, the practical patern has been presented in order to improve the performance of inefficient units to decrease on inputs and increase on outputs using SBM model.