Analytical method to improve the decision-making criteria approach in managing digital social channels

Solomiia Fedushko; Kateryna Molodetska; Yuriy Syerov

doi:10.1016/j.heliyon.2023.e16828

Analytical method to improve the decision-making criteria approach in managing digital social channels

Heliyon. 2023 Jun 2;9(6):e16828. doi: 10.1016/j.heliyon.2023.e16828. eCollection 2023 Jun.

Authors

Solomiia Fedushko^{1

2}, Kateryna Molodetska³, Yuriy Syerov¹

Affiliations

¹ Social Communication and Information Activity Department, Lviv Polytechnic National University, 79000, Lviv, Ukraine.
² Department of Information Systems, Faculty of Management, Comenius University in Bratislava, 820 05, Bratislava, Slovakia.
³ Department of Computer Technologies and Systems Modeling, Polissia National University, Staryi Blvd., 7, Zhytomyr, 10008, Ukraine.

Abstract

This study explores the decision-making process involved in managing digital communities in the digital social channel ecosystem, specifically in the context of antagonistic digital communication and harmful content dissemination. The rise of digital communities in social media has changed the way people interact with each other, form communities, and participate in social activities. However, these interactions can also lead to conflicts, and the dissemination of harmful content can pose a risk to users' information security. This research proposes a method to mitigate these issues and optimize efficacy while minimizing potential hazards. The proposed method is based on the analysis of the information situation in the management of digital communities under conditions of complete uncertainty, antagonistic behaviour, and partial uncertainty. The study examines the decision-making process involved in antagonistic interaction among users of digital social channels. The methods proposed in this research were implemented to prevent the adverse consequences of community conflicts and the dissemination of potential risks to the security of users' information through prompt and efficacious decision-making. The proposed strategy optimizes efficacy through the implementation of the Wald criteria while minimizing potential hazards by adhering to the Savage criteria. Additionally, the Hurwitz criteria, which presents a balanced approach incorporating both the maximum and minimum criteria, was also employed. The methods were tested within the online community present on the social media platform, Facebook social networks, and the results demonstrate that the suggested technique improves the effectiveness and validity of managers' decisions in digital communities. The study also highlights the use of social networks and the virtual sphere as tools for hybrid warfare on the internet, which can be effective. Effective community management is necessary to mitigate the negative effects of online interactions, and the proposed method offers a valuable tool for managers to make informed decisions and prevent adverse consequences.

Keywords: Antagonistic behaviour; Choice theory; Decision-making; Digital; Digital social channels; Internet; Online community; User; Web.