"THE ROLE OF DIGITAL MARKETING TOOLS IN THE PREFERENCE OF CRYPTO ASSETS: AN APPLICATION ON ARTIFICIAL INTELLIGENCE COINS"

Onur Türker; Metehan Özırmak

Makale detayları

"THE ROLE OF DIGITAL MARKETING TOOLS IN THE PREFERENCE OF CRYPTO ASSETS: AN APPLICATION ON ARTIFICIAL INTELLIGENCE COINS"

Yazarlar:

Onur Türker | Metehan Özırmak

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

İşletme

Dergi:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.21 Issue 3, pp.977-999

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359391

pISSN:

2147-9208

Anahtar kelimeler:

Özet:

 The primary aim of this study is to comparatively determine the importance levels of digital marketing tools and to provide a strategic roadmap for marketing decision-makers.. In the research, the relative importance levels of digital marketing tools were first determined using the Analytic Hierarchy Process AHP method, and then the alternatives were ranked using the TOPSIS method based on these weights.According to the AHP results, search engine marketing emerged as the most effective strategy with 62.2, followed by influencer marketing 18.7 and social media marketing 10.2. In the TOPSIS analysis, the highest closeness coefficient was found for the social media advertising campaign 0.936, placing it in the first rank. It was followed by crypto influencer collaboration 0.801 and the Google Ads campaign 0.702. The findings show that by using the AHP and TOPSIS methods together, it is possible to systematically evaluate both the importance and applicability of the strategies. This research offers a holistic methodological framework that can contribute to decision-making processes related to digital asset marketing.

 The primary aim of this study is to comparatively determine the importance levels of digital marketing tools and to provide a strategic roadmap for marketing decision-makers.. In the research, the relative importance levels of digital marketing tools were first determined using the Analytic Hierarchy Process AHP method, and then the alternatives were ranked using the TOPSIS method based on these weights.According to the AHP results, search engine marketing emerged as the most effective strategy with 62.2, followed by influencer marketing 18.7 and social media marketing 10.2. In the TOPSIS analysis, the highest closeness coefficient was found for the social media advertising campaign 0.936, placing it in the first rank. It was followed by crypto influencer collaboration 0.801 and the Google Ads campaign 0.702. The findings show that by using the AHP and TOPSIS methods together, it is possible to systematically evaluate both the importance and applicability of the strategies. This research offers a holistic methodological framework that can contribute to decision-making processes related to digital asset marketing.

 The primary aim of this study is to comparatively determine the importance levels of digital marketing tools and to provide a strategic roadmap for marketing decision-makers.. In the research, the relative importance levels of digital marketing tools were first determined using the Analytic Hierarchy Process AHP method, and then the alternatives were ranked using the TOPSIS method based on these weights.According to the AHP results, search engine marketing emerged as the most effective strategy with 62.2, followed by influencer marketing 18.7 and social media marketing 10.2. In the TOPSIS analysis, the highest closeness coefficient was found for the social media advertising campaign 0.936, placing it in the first rank. It was followed by crypto influencer collaboration 0.801 and the Google Ads campaign 0.702. The findings show that by using the AHP and TOPSIS methods together, it is possible to systematically evaluate both the importance and applicability of the strategies. This research offers a holistic methodological framework that can contribute to decision-making processes related to digital asset marketing.

 Bu çalışmanın temel amacı, dijital pazarlama araçlarının önem düzeyini karşılaştırmalı olarak belirleyerek, pazarlama karar vericilerine stratejik bir yol haritası sunmaktır. Özellikle yapay zekâ tabanlı coinler üzerinden geliştirilen stratejiler değerlendirilmiştir. Araştırmada önce, dijital pazarlama araçlarının göreli önem dereceleri Analitik Hiyerarşi Prosesi AHP yöntemiyle belirlenmiş, ardından bu ağırlıklar kullanılarak alternatifler TOPSIS yöntemiyle sıralanmıştır. AHP sonuçlarına göre arama motoru pazarlaması 62,2 ile en etkili strateji olarak öne çıkarken bunu influencer pazarlama 18,7 ve sosyal medya pazarlaması 10,2 takip etmiştir. TOPSIS analizinde ise en yüksek yakınlık katsayısı sosyal medya reklam kampanyasına 0,936 ait olup bu strateji ilk sırada yer almıştır. Ardından kripto influencer iş birliği 0,801 ve Google Ads kampanyası 0,702 gelmektedir. Bulgular, AHP ve TOPSIS yöntemlerinin birlikte kullanılmasıyla stratejilerin hem önem düzeylerinin hem de uygulanabilirliğinin sistematik biçimde değerlendirilebileceğini göstermektedir. Araştırma, dijital varlık pazarlamasına ilişkin karar verme süreçlerine katkı sağlayacak bütüncül bir yöntemsel çerçeve sunmaktadır.

Makale detayları

"THE ROLE OF DIGITAL MARKETING TOOLS IN THE PREFERENCE OF CRYPTO ASSETS: AN APPLICATION ON ARTIFICIAL INTELLIGENCE COINS"

Yazarlar:

Onur Türker | Metehan Özırmak

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

İşletme

Dergi:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.21 Issue 3, pp.977-999

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359391

pISSN:

2147-9208

Crypto Asset

Artifical İntelligence Coins

Digital Marketing

Social Media

Analytic Hierarchy ProcessKripto Varlık

Yapay Zeka Coinleri

Dijital Pazarlama

Sosyal Medya

Analitik Hiyerarşi Prosesi

Sayı

Makale detayları

Yazarlar: Onur Türker | Metehan Özırmak

Yayıncı: Zonguldak Bulent Ecevit University

Ana Başlıklar: İşletme

Dergi: Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.21 Issue 3, pp.977-999

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001359391

pISSN: 2147-9208

Sayı

Yazarlar:

Onur Türker | Metehan Özırmak

Yayıncı:

Zonguldak Bulent Ecevit University

Ana Başlıklar:

İşletme

Dergi:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.21 Issue 3, pp.977-999

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359391

pISSN:

2147-9208