Yayın Akış Endüstrisinde Rekabet Avantajını Etkileyen Faktörlerin Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi

Öz

Bu çalışmanın amacı; dijital pazarlama yaklaşımlarının sıklıkla kullanıldığı yayın akış platformlarının tercih edilme nedenlerine etki eden faktörlerin ortaya konulmasıdır. Bu doğrultuda “platform özellikleri” ve “platform imajı” ana kriterleri çerçevesinde belirlenen “abone sayısı, minimum ve maksimum aylık ödeme tutarı, Twitter, Instagram, Facebook ve YouTube sosyal medya platformlarındaki takipçi sayısı, PlayStore ve AppStore uygulama puanı ile Şikayetvar.com sitesindeki şikâyet sayısı” alt kriterleri CRITIC yöntemiyle ağırlıklandırılmış daha sonra “Netflix, BluTv, Exxen, Gain, Turkcell TV+, Tivibu, D-Smart, Bein Connect” platformlarına ait veriler CODAS ve PIV yöntemleriyle incelenerek sonuçlar karşılaştırılmıştır. Çalışmanın sonuçları, tüketiciler tarafından yayın akış platformlarının tercih edilmesinde en etkili kriterin “minimum aylık ödeme tutarı” kriteri olduğunu göstermektedir. Ayrıca yapılan analizlerin genel değerlendirmesinde “Netflix” platformunun, diğer yayın akış platformlarına göre daha başarılı olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Dijital Pazarlama
• Yayın Akış Endüstrisi
• Çok Kriterli Karar Verme Yöntemleri
• Sosyal Medya

Investigation Factors Affecting Competitive Advantage in Streaming Industry with Multi-Criteria Decision Making Methods

Öz

The purpose of this study is to determine which factors influence people's preferences for streaming platforms that frequently employ digital marketing techniques. Accordingly, the “number of subscribers, minimum and maximum monthly payment amount, the number of followers on Twitter, Instagram, Facebook and YouTube social media platforms, the PlayStore and AppStore application score, and the number of complaints on the Şikayetvar.com site” were weighted using the CRITIC method as determined within the main framework of "platform features" and "platform image”. This was followed by the analysis of the data belonging to “Netflix, BluTv, Exxen, Gain, Turkcell TV+, Tivibu, D-Smart, Bein Connect” platforms using the CODAS and PIV methods and comparison of the results. According to the study's findings, the "minimum monthly payment amount" criterion is the most effective criterion for consumers when selecting streaming platforms. Furthermore, in the overall evaluation of the analyses carried out, the "Netflix" platform was found to be more successful than other streaming platforms.

Anahtar Kelimeler

• Digital Marketing
• Streaming Platforms
• Multi-Criteria Decision Making Methods
• Social Media

Kaynakça

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