Competency Evaluation for Social Media Usage: A Comparative Study of Male and Female

Sourabh Sharma () and Megha Sharma
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Sourabh Sharma: International Management Institute (IMI)
Megha Sharma: NIIS Group of Institutions

Chapter Chapter 18 in Innovation, Technology, and Market Ecosystems, 2020, pp 363-376 from Springer

Abstract: Abstract Today’s time has seen the rise of the social media channels such as Facebook, YouTube, Google, and Twitter, which encourage customers to take a more active role as market players and reach almost everyone anywhere and anytime. Although, there is a difference in usage pattern of these media channels by male and female. This chapter introduces a new “Competency Mapping” framework of the use of new media by male and female. This chapter has identified five social media competencies namely, technical competency, visibility awareness competency, knowledge competency, impact assessment competency, and social media communication competency. Researcher has tried to map these competencies to make a comparative study of the use of social media among male and female users.

Keywords: Social media; Competency mapping; Technical competency; Visibility awareness competency; Knowledge competency; Impact assessment competency; Communication competency (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-23010-4_18

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DOI: 10.1007/978-3-030-23010-4_18

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