ijerad

International Journal of Engineering Research and Development

1308-5506 1308-5514

Kirikkale University

10.29137/umagd.1398580

Multiple Criteria Decision Making

Çok Ölçütlü Karar Verme

Sosyal Medya Reklam Platformu Seçimi için Yeni Bir Dayanıklı Teorik Yaklaşım

A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

https://orcid.org/0000-0001-9291-3912

Göktaş

Furkan

Karabük Üniversitesi

https://orcid.org/0000-0002-0827-5805

Gökerik

Mehmet

KARABÜK ÜNİVERSİTESİ

01 31 2024

16 1 373 382 12 01 2023 01 03 2024

2009

International Journal of Engineering Research and Development

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-FES'i tanıtmak ve sonuçlarını Bulanık VIKOR'un 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 Spearman'ın sıra korelasyonunun -0,5643'e eşit olduğu bulunmuştur. Yani bunların çok farklı sıralamalar verdiği görülmüştür. Bu sonuçlar örnek olaya özgüdür ve bu nedenle genellenemez.

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 VIKOR’s results. We find with R-FES that the social media advertisement budget should be allocated almost equally. We also find that Spearman’s 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.

Advertisement Fuzzy set Multi-criteria decision making Robust optimization Social media VIKOR

Reklam Bulanık Küme Çok Kriterli Karar Verme Dayanıklı Optimizasyon Sosyal Medya VIKOR

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