RT Conference Proceedings
T1 Measuring engagement on Twitter using a composite index: An application to social media influencers.
A1 Muñoz-Martos, María del Mar
A1 Rojas-de-Gracia, María Mercedes
K1 Redes sociales en Internet
K1 Indicadores sociales
AB Engagement on social media networks is a complex concept involving numerous interconnected and challenging-to-evaluate elements.We propose a composite index as a tool to quantify the engagement on the social network Twitter, recently converted  on X, and we use this composite index for evaluating a group of Social Media Influencers (SMI).  Due to the multicriteria nature of the engagement, we calculate the synthetic indicator using the multicriteria method TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution). We consider two approach for measuring the engagement: the production approach, the follower. Consequently, we obtain three rankings, one for each approach and a third, which is global. A comparison of these three rankings shows the suitability and pertinence of the three approach. This represents a recent finding when contrasted with previous research, which solely focused on either one of the approaches (Harrigan, et al.2021, Veale et al. 2015
YR 2024
FD 2024
LK https://hdl.handle.net/10630/28722
UL https://hdl.handle.net/10630/28722
LA eng
NO Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026