Exploring Social Media Metrics: A Comprehensive Literature Review on Assessing Post-Digitalisation Outcomes in Companies from a People-Centric Perspective


  • Fortune Nwaiwu University of Bath https://orcid.org/0000-0001-8900-2130
  • Linda Newnes Mechanical Engineering, Faculty of Engineering and Centre for People-Led Digitalisation, Bath, UK
  • Susan Lattanzio Mechanical Engineering, Faculty of Engineering and Centre for People-Led Digitalisation, Bath, UK




Digitalisation, Metrics, Employee, Workforce, Customers, Social Media, Literature Review


Assessment of post-digitalisation outcomes in companies remains a pressing concern for stakeholders in industry, and metrics from social media engagements could offer valuable insights that may be beneficial from a people-centric perspective. Yet, there remains a significant lack of comprehensive exploration of these metrics. This review evaluates the state of the art of academic literature on the subject of social media engagement as evaluative indicators of the outcome of digitalisation in companies. Drawing from a people-centric perspective, a qualitative methodological approach examined peer-reviewed articles selected for the literature review. Results underscore the nuanced interplay between social media engagement metrics and post-digitalisation outcomes and offers valuable theoretical and practical insights beneficial to stakeholders both in industry and the academia. The study concludes by advocating for a deeper, more industry-specific exploration of engagement metrics in assessing post-digitalisation outcomes in companies.

Author Biography

Fortune Nwaiwu, University of Bath

Fortune is a postdoc researcher at the Made Smarter Innovation: Centre for People-Led Digitalisation. He brings with him several years of industry and academic experience on digital transformation, digital technologies adoption and use both in industry and society, as well as research expertise in the area of ICT for Development (ICT4D) research. He graduated with a PhD in Economics and Management from Tomas Bata University in Zlin, the Czech Republic; MBA from Nyenrode Business University in the Netherlands, and a Master's degree in Security and Risk Management from the University of Leicester. As a research staff member of the Centre, Fortune will collaborate with partners from the manufacturing companies in the UK with the aim of conducting research on success metrics for the adoption of industrial digital technologies within manufacturing companies in the UK.

Prior to joining the Centre, he worked as a Business Transformation Manager with Liverpool John Moores University on an Innovate UK funded management knowledge transfer partnership project which involved a UK small business that sought to scale up its operations through a comprehensive transformation of its business processes and service offerings. His research interests include impact of digital technologies across industry and society, digital transformation, digital transformation for sustainable development, ICT for development research and development economics.

Fortune's research agenda includes: Digital transformation, digitalisation, Industry 4.0/5.0, digital technologies in business and society, ICT for development research, development economics, digital technologies and sustainable development