A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Year 2024, Volume: 16 Issue: 1, 373 - 382, 31.01.2024

Furkan Göktaş , Mehmet Gökerik

https://doi.org/10.29137/umagd.1398580

Cited By: 7

Abstract

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.

Keywords

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

Sosyal Medya Reklam Platformu Seçimi için Yeni Bir Dayanıklı Teorik Yaklaşım

Abstract

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.

Keywords

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

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