A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Furkan Göktaş; Mehmet Gökerik

Makale detayları

A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Yazarlar:

Furkan Göktaş | Mehmet Gökerik

Yayıncı:

Kirikkale University

Ana Başlıklar:

Multiple Criteria Decision Making

Dergi:

International Journal of Engineering Research and Development Vol.16 Issue 1, pp.373-382

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001310748

pISSN:

1308-5506

Anahtar kelimeler:

Özet:

 Social media advertisement is one of the hottest topics of marketing. This study aims to investigate the selection of social media advertising platforms with a worst-case analysis. In this scope, we propose a novel fuzzy multi-criteria decision making MCDM approach based on the robust portfolio optimization framework. We call it the Robust Theoretical Fuzzy Evaluation System R-FES. We use a case study in the literature to demonstrate R-FES and compare its results with Fuzzy VIKORs results. We find with R-FES that the social media advertisement budget should be allocated almost equally. We also find that Spearmans rank correlation of Fuzzy VIKOR and R-FES results equals -0.5643. That is, they give very different rankings. We emphasize that these results are specific to the case study and thus can not be generalized.

 Social media advertisement is one of the hottest topics of marketing. This study aims to investigate the selection of social media advertising platforms with a worst-case analysis. In this scope, we propose a novel fuzzy multi-criteria decision making MCDM approach based on the robust portfolio optimization framework. We call it the Robust Theoretical Fuzzy Evaluation System R-FES. We use a case study in the literature to demonstrate R-FES and compare its results with Fuzzy VIKORs results. We find with R-FES that the social media advertisement budget should be allocated almost equally. We also find that Spearmans rank correlation of Fuzzy VIKOR and R-FES results equals -0.5643. That is, they give very different rankings. We emphasize that these results are specific to the case study and thus can not be generalized.

 Social media advertisement is one of the hottest topics of marketing. This study aims to investigate the selection of social media advertising platforms with a worst-case analysis. In this scope, we propose a novel fuzzy multi-criteria decision making MCDM approach based on the robust portfolio optimization framework. We call it the Robust Theoretical Fuzzy Evaluation System R-FES. We use a case study in the literature to demonstrate R-FES and compare its results with Fuzzy VIKORs results. We find with R-FES that the social media advertisement budget should be allocated almost equally. We also find that Spearmans rank correlation of Fuzzy VIKOR and R-FES results equals -0.5643. That is, they give very different rankings. We emphasize that these results are specific to the case study and thus can not be generalized.

 Sosyal medya reklamları pazarlamanın en sıcak gündem maddelerinden biridir. Bu çalışma, sosyal medya reklam platformu seçimini en kötü durum analizi ile incelemeyi amaçlamaktadır. Bu kapsamda, dayanıklı portföy optimizasyon çerçevesini temel alan yeni bir bulanık çok kriterli karar verme ÇKKV yaklaşımı önerilmiştir. Bu yaklaşım Dayanıklı Teorik Bulanık Değerlendirme Sistemi R-FES olarak adlandırılmıştır. R-FESi tanıtmak ve sonuçlarını Bulanık VIKORun sonuçlarıyla karşılaştırmak için literatürdeki bir vaka çalışması kullanılmıştır. R-FES ile sosyal medya reklam bütçesinin neredeyse eşit şekilde dağıtılması gerektiği bulunmuştur. Ayrıca Bulanık VIKOR ve R-FES sonuçlarının Spearmanın sıra korelasyonunun -0,5643e eşit olduğu bulunmuştur. Yani bunların çok farklı sıralamalar verdiği görülmüştür. Bu sonuçlar örnek olaya özgüdür ve bu nedenle genellenemez.

Makale detayları

A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Yazarlar:

Furkan Göktaş | Mehmet Gökerik

Yayıncı:

Kirikkale University

Ana Başlıklar:

Multiple Criteria Decision Making

Dergi:

International Journal of Engineering Research and Development Vol.16 Issue 1, pp.373-382

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001310748

pISSN:

1308-5506

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Fuzzy set

Multi-criteria decision making

Robust optimization

Social media

VIKORReklam

Bulanık Küme

Çok Kriterli Karar Verme

Dayanıklı Optimizasyon

Sosyal Medya

VIKOR

Sayı

Makale detayları

Yazarlar: Furkan Göktaş | Mehmet Gökerik

Yayıncı: Kirikkale University

Ana Başlıklar: Multiple Criteria Decision Making

Dergi: International Journal of Engineering Research and Development Vol.16 Issue 1, pp.373-382

Belge Tipi: Makale

Yayın Tarihi: 1/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001310748

pISSN: 1308-5506

Sayı

Yazarlar:

Furkan Göktaş | Mehmet Gökerik

Yayıncı:

Kirikkale University

Ana Başlıklar:

Multiple Criteria Decision Making

Dergi:

International Journal of Engineering Research and Development Vol.16 Issue 1, pp.373-382

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001310748

pISSN:

1308-5506