Investigation the Effects of Different Social Media Platforms to Companies' Sales Marketing Processes by Multi-Criteria Decision Making Method

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dc.authorid188260en_US
dc.contributor.authorYücenur, Ganimet Nilay
dc.contributor.authorKaan Bozyel
dc.contributor.authorAhmetoglu, Asli
dc.date.accessioned2023-03-10T05:48:36Z
dc.date.available2023-03-10T05:48:36Z
dc.date.issued2022
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractSocial media has become a rapidly expanding mass media tool. Today, people spend most of their time on social media and shop here with the developing technology. There are companies that analyze annual social media data and determine the sales and marketing policy by taking these figures into consideration, and arrange their ads accordingly. At this point, this study was conducted with some purposes such as companies should use social media correctly and decide on which social media platform is suitable for their product/service and how to introduce themselves to their customers. In this study, four different social media platforms were evaluated with multi-criteria decision making (MCDM) methods, the social media platform that gave the best result in the ranking was determined and with this way, it was tried to guide the companies that use social media platforms in sales and marketing activities. A multi-criteria model and two-step solution methodology were proposed within the scope of the study for the evaluation of social media platforms. In proposed methodology, the importance weights of criteria were determined by the SWARA method, while the ARAS method was used to evaluate each alternative social media platform. After all calculations, YouTube alternative was found to be more preferable than other alternative social media platforms for digital marketing with the highest utility degree.en_US
dc.identifier.doi10.54663/2182-9306.2022.v10.n18.133-150
dc.identifier.issn0101-2061
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org/10.54663/2182-9306.2022.v10.n18.133-150
dc.identifier.wosWOS:000829405600004en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherINST SUPERIOR ENTRE DOURO & VOUGAen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.subjectDigital Marketingen_US
dc.subjectSocial Mediaen_US
dc.subjectMulti-criteria decision makingen_US
dc.subjectStepwise Weight Assessment Ratio Analysis (SWARA)en_US
dc.subjectAdditive Ratio Assessment (ARAS)en_US
dc.titleInvestigation the Effects of Different Social Media Platforms to Companies' Sales Marketing Processes by Multi-Criteria Decision Making Methoden_US
dc.typeArticleen_US

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