Development of facebook performance index in Malaysia higher education institutions using critic-topsis approach

Higher Education Institutions (HEIs) in Malaysia are actively using Facebook (FB) as a platform to communicate and update current university information. FB has provided HEIs with page insights, including FB metrics viewed as criteria to measure and monitor their FB performance. Although the FB page has its criteria, there is currently a lack of evidence reporting on a single index that takes a variety of criteria into account when assessing the performance of overall HEIs FB page. The key components of assessing FB performance are the performance index which can be constructed by using the Multi-Criteria Decision Making (MCDM) approach. Although few researchers have employed the MCDM approach in the other sectors, there is still a significant gap in the educational sector on how this approach can be utilized in developing the index to assess the overall FB page performance. Hence, this study seeks to fill the gap by developing the performance index for assessing the performance of HEIs FB page. The purpose of this study is to develop the performance index of Malaysian HEIs FB page using TOPSIS method. This study consists of two phases. First phase is data management. Eight criteria have been identified based on the past literature review. The data was collected using the Facepager focusing on HEIs FB page posting starting from July until December 2021. The second phase involves with the weightage calculation for each criterion by using CRITIC method and the development of Malaysian HEIs FB page performance index using TOPSIS method. The results of this study show that the criteria posting type: video (0.1702) has the highest weightage among private universities while the criteria number of likes (0.1584) has the highest weightage among public universities. From the calculated weightage, the performance index ranging from 0 (lowest) until 1 (highest) was developed. The results show that Universiti Sains Malaysia (USM) and SEGi University have the highest index for public and private university, indicating that both HEIs have good performance on the overall FB page. This study assists Malaysian HEIs in evaluating their FB page performance and measuring the effectiveness of their content strategy. A good content strategy could increase user knowledge on the benefits offered by the universities and thus, increase its visibility.