KRİPTO VARLIKLARIN TERCİH EDİLMESİNDE DİJİTAL PAZARLAMA ARAÇLARININ ROLÜ: YAPAY ZEKÂ COİNLERİ ÜZERİNE BİR UYGULAMA

Öz

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.

Anahtar Kelimeler

• Kripto Varlık
• Yapay Zeka Coinleri
• Dijital Pazarlama
• Sosyal Medya
• Analitik Hiyerarşi Prosesi

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

Abstract

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.

Keywords

• Crypto Asset
• Artifical İntelligence Coins
• Digital Marketing
• Social Media
• Analytic Hierarchy Process

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