Assessing the Efficiency of Using Facebook Promoting Vietnamese University Brand: A Dea Approach

This paper will aim at discovering how the higher education institutions use the social media and what are some of the factors affect the adoption or use of social media like Facebook by higher education institutions in Vietnam. To evaluate the efficiency, the research used the model Data Envelopment Analysis (DEA). The purpose of using DEA is because the method is able to apply more parameters of input and output to analysis of evaluate which university (s) (units) under investigation is the most effective in using Facebook to promote their brand, and to compare other universities for it. The proposed model by the researcher is applied to assess the Facebook pages of top 10 universities in Vietnam. The result of the evaluation shows that all the investigated universities focused on improving their brand by interacting with as many people as possible. The number of Likes and Comments in the university's Facebook pages indicated that students and parents use Facebook to learn more about the courses and facilities offered by the learning institutions. Therefore, the DEA model is an effective tool that helps to evaluate the efficiency of the business in the social network like Facebook in promoting their brands because of its uses multiple variables, and also it does not necessarily require the relationship between the inputs and outputs.