| dc.description.abstract | Nowadays music industry pays a lot more attention on social media channels, because social media have already changed the eco-system of music industry and they are difficult to be substituted by traditional media. Through the use of social media, artists can connect with their potential customers and create revenue stream with new channels. Accordingly, how to evaluate the performance of social media is an important issue for music industry. The assessment method of social media performance used to focus on indicators only. But it’s hard for managers to evaluate which performance indicator should be improved and the scale of improvements. Besides, there are not many researches focusing on the related issues from the perspective of pop music. Hence, this research aims to examine the performance of the top pop music artists on Facebook in 2013 from the view point of efficiency with the approach of data envelopment analysis. The input variables considered in this research include “the number of Posts”, “the number of Multimedia”, and “the number of Links”, while the output variables include “the number of Likes”, “the number of Replies” and “the number of Shares”. The result shows that Rihanna had the best productivity efficiency and reached a constant return to scale, which indicate that she had the optimal production scale. Through slack variable analysis, we can understand the resource allocation of each singer and find out where to improve for those inefficient singers. According to the finding of multiplier analysis and sensitivity analysis, the output variable “the number of Shares” is the most influential indicator to social media performance. As a result, managers should pay more attention on this variable. In addition, the results of Malmquist productivity index analysis indicate that the productivity curves of the sample pop artists increased in the beginning of 2013 and declined later in that year. Generally speaking, all of these artists’ Malmquist productivity indexes increased season by season in 2013. Rihanna and Miley Cyrus had the best intertemporal efficiency performances, which can be considered as the benchmarks to other artists. | en_US |