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

Abstract

Social 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. DOI : https://doi.org/10.54663/2182-9306.2022.v10.n18.133-150