Dijital Pazarlama Kampanyaları için Risk Analizi: Bulanık HTEA Yaklaşımı

Yıl 2024, , 1093 - 1114, 30.07.2024

Remzi Reha Durucasu , Fatma Yaşlı Şen

https://doi.org/10.21547/jss.1344187

Öz

Dijital pazarlama, işletmelerin internet ve akıllı cihaz kullanan müşterilerine hızlı ve etkili bir şekilde ulaşmalarını sağlamakta oldukça işlevsel bir pazarlama yöntemidir. Dijital pazarlamanın tüketicilere erişim konusunda sahip olduğu hız ve onları harekete geçirme üstünlüğü, kampanya üreticileri için pek çok riski de beraberinde getirebilmektedir. Kampanyanın içeriği, paylaşımın teknik yönetimi ve varsa kampanya ünlüsünün yönetimi bileşenleri altında var olabilecek hata unsurları, kampanyaları başarısızlığa sürükleyip müşteri kaybına neden olabilmektedir. Bu noktada markanın gerçekleştirdiği dijital pazarlama kampanyasının başarısız olmasına neden olabilecek riskleri öngörmek hayati önem kazanmaktadır. Çalışma, dijital pazarlama kampanyalarının başarısızlığını risk analizi perspektifinden inceleyen öncü bir çalışma niteliğindedir. Dijital pazarlama kampanyalarının risk analizi için doğası gereği uzman görüşlerine mecbur kalınan problem alanlarında, uzman görüşleri ile kapsamlı risk analizi yapılmasını sağlayan Hata Türü ve Etki Analizi (HTEA) yöntemi ile analiz için gereken uzman görüşlerindeki muğlaklığı sayısallaştırıp daha etkin sonuçlara ulaşılmasını sağlayan bulanık mantıktan yararlanılmıştır. Metodoloji kapsamında, literatür incelemesi ve internet üzerinden erişilmiş 28 başarısız dijital pazarlama kampanyası aracılığıyla hata unsurları tanımlanmış, ardından da uzman yargıları ve bulanık mantık aracılığıyla hatalara yönelik değerlendirmeler yapılmıştır. Çalışma kapsamında elde edilen bulgulara göre, dijital pazarlama kampanyalarını başarısızlığa iten en riskli unsurların içerikle ilişkili ırkçılık, güzellik/mükemmellik algısı, cinsiyetçilik, şiddet/terör ile siyasi unsurlar olduğu görülmüş ve bu hataların en fazla müşteri kaybettirme potansiyeline sahip hatalar olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Dijital Pazarlama, Risk analizi, Hata türü ve etki analizi, Bulanık mantık

Risk Analysis for Digital Marketing Campaigns: Fuzzy FMEA Approach

Öz

Digital marketing is a highly functional marketing method that enables businesses to reach customers using the internet and smart devices quickly and effectively. The speed of digital marketing in reaching consumers and its superiority in mobilising them can bring many risks for campaign producers. The content of the campaign, the technical management of posting and the management of the campaign celebrity, if any, can lead campaigns to failure and cause customer loss. At this point, it is vital to anticipate the risks that may cause the brand's digital marketing campaign to fail. This is a pioneering study that examines the failure of digital marketing campaigns from a risk analysis perspective. For the risk analysis of digital marketing campaigns, the Failure Mode and Effects Analysis (FMEA) method, which enables comprehensive risk analysis with expert opinions in problem areas where expert opinions are required by nature, and fuzzy logic, which quantifies the ambiguity in the expert opinions required for analysis and enables more effective results to be achieved, were used. Within the scope of the methodology, the elements of failure were identified through a literature review and 28 unsuccessful digital marketing campaigns accessed online, followed by evaluations of the failures through expert judgements and fuzzy logic. According to the findings of the study, the riskiest elements that push digital marketing campaigns to failure were found to be content-related racism, beauty/perception of perfection, sexism, violence/terrorism and political elements, and it was concluded that these failures have the potential to lose the most customers.

Anahtar Kelimeler

Digital Marketing, Risk Analysis, Failure Mode and Effects Analysis, Fuzzy Logic

Kaynakça

• Abdelgawad, M., Fayek, A. R. (2010). Risk management in the construction industry using combined fuzzy FMEA and fuzzy AHP. Journal of Construction Engineering and management, 136(9), 1028-1036.
• Afful, A. A., Ricciardelli, R. (2015) Shaping the online fat acceptance movement: Talking about body image and beauty standards. Journal of Gender Studies, 24 (4), 453-472.
• Aiolfi, S., Bellini, S., Pellegrini D. (2020). Data-driven digital advertising: Benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management. 49 (7), 1089-1110.
• Arabian-Hoseynabadi, H., Oraee, H., Tavner, P. J. (2010). Failure modes and effects analysis (FMEA) for wind turbines. International Journal of Electrical Power & Energy Systems, 32 (7), 817-824.
• Atanassov, K. (2016). Intuitionistic fuzzy sets. International Journal bioautomation, 20, 1.
• Backaler, J. (2018). Digital influence. Palgrave Macmillan, Cham, Switzerland.
• Baker, S. M. (2009). Vulnerability and resilience in natural disasters: A marketing and public policy perspective. Journal of Public Policy & Marketing, 28 (1), 114-123.
• Bala, M., Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering. 8 (10), 321-339.
• Balaraju, J., Raj, M. G., Murthy, C. S. (2019). Fuzzy-FMEA risk evaluation approach for LHD machine–a case study. Journal of Sustainable Mining, 18 (4), 257-268.
• Benton-Greig, P., Gamage, D., Gavey, N. (2018) Doing and denying sexism: Online responses to a New Zealand feminist campaign against sexist advertising. Feminist Media Studies, 18 (3), 349-365.
• Chaffey ve Chadwick, (2000). Digital marketing. Pearson Education Limited. Edinburgh. United Kingdom.
• Chanamool, N., Naenna, T. (2016). Fuzzy FMEA application to improve decision-making process in an emergency department. Applied Soft Computing, 43, 441-453.
• Chin, K. S., Chan, A., Yang, J. B. (2008). Development of a fuzzy FMEA based product design system. The International Journal of Advanced Manufacturing Technology, 36, 633-649.
• Christina, I. D., Fenni, F., Roselina, D. (2019). Digital marketing strategy in promoting product. Management And Entrepreneurship: Trends Of Development, 4(10), 58-66.
• Chung, S., Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34 (4), 481-495.
• Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and Behavioral Sciences, 148, 40-57.
• Desai, V. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 196-200.
• Dunakhe, K., Panse, C. (2022). Impact of digital marketing – A bibliometric review. International Journal of Innovation Science, 14 (3/4), 506-518.
• Giannakis, M., Papadopoulos, T. (2016). Supply chain sustainability: A risk management approach. International Journal of Production Economics, 171, 455-470.
• Goble, W. M., Brombacher, A. C. (1999). Using a failure modes, effects and diagnostic analysis (FMEDA) to measure diagnostic coverage in programmable electronic systems. Reliability engineering & system safety, 66(2), 145-148.
• Grazzini, L., Acuti, D., Mazzoli, V., Petruzellis, L., Korschun, D. (2020). Standing for politics: What consequences for brands? Italian Journal of Marketing, 49-65.
• Guimarães, A. C. F., Lapa, C. M. F. (2004). Fuzzy FMEA applied to PWR chemical and volume control system. Progress in Nuclear Energy, 44 (3), 191-213.
• Gündoğdu, F. K., Seyfi-Shishavan, S. A. (2022). Picture similarity measures and their application to medical diagnosis. Intelligent and Fuzzy Techniques for Emerging Conditions and Digital Transformation: Proceedings of the INFUS 2021 Conference, held August 24-26, 2021. Volume 1 (pp. 865-872). Springer International Publishing.
• Haegerich, T. M., Dahlberg, L. L. (2011). Violence as a public health risk. America Journal of Lifestyle Medicine, 5 (5), 392-406.
• Hai-xia, L., Guang, Y., Gang, W. (2015). Celebrity endorsement problem on social media: Formulation, analysis and recommendation algorithm. International Journal of u- and e- Service, Science and Technology, 8 (1), 357-370.
• Jahangoshai Rezaee, M., Yousefi, S., Eshkevari, M., Valipour, M., Saberi, M. (2020). Risk analysis of health, safety and environment in chemical industry integrating linguistic FMEA, fuzzy inference system and fuzzy DEA. Stochastic Environmental Research and Risk Assessment, 34, 201-218.
• Kiang, M., Chi, R. (2001). A framework for analyzing the potential benefits of internet marketing. Journal of Electronic Commerce Research, 2 (4), 157-163.
• Kilduff, G. J., Galinsky, A. D. Gallo, E., Reade, J. J. (2015). Whatever it takes to win: Rivalry increases unethical behavior. Academy of Management Journal. 59 (5). 1-64.
• Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing. 3rd edition. New York. Kogan Page.
• Kumar, S., Pallathadka, H., Pallathadka, L. K. (2022). An analysis of cyber security threats in digital marketing. Journal of Critical Reviews, 9 (3), 85-94.
• Kumru, M., Kumru, P. Y. (2013). Fuzzy FMEA application to improve purchasing process in a public hospital. Applied Soft Computing, 13 (1), 721-733.
• Kwate, N. O. A. (2014). Racism still exists: A public health intervention using racism “countermarketing” outdoor advertising in a black neighborhood. Journal of Urban Health, 91 (5), 851-872.
• Lan, R., Fan, J. L. (2010). Complete metric on triangular fuzzy numbers and its application to decision-making. Journal of Systems Engineering, 25 (3), 313-319.
• Leung, F. F., Gu, F. F., Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50, 226-251.
• Leslie, J., Sunstein, C. R. (2007). Animal rights without controversy. Law and Contemporary Problems, 70 (1), 117-138.
• McDermott, R. E., Mikulak, R. J. ve Beauregard, M. R. (2008). The basics of FMEA. CRC Press.
• Mirela, N. E. (2015). Designing a framework for risk management in accounting field. Revista Economica, 67 (4).
• Mojibian, M., Jafari Nodoushan, R., Shekari, H., Salmani, Z., Heydari, M., Mahinpoor, H. (2017). The role of human resources management in risk and safety management of patient (case study: Dr. Mojibiyan Hospital, Yazd). Journal of Community Health Research, 6 (4), 229-239.
• Nadanyiova, M., Gajanova, L. Majerova, J., Lizbetinova, L. (2020). Influencer marketing and its impact on consumer lifestyles. Forum Scientiae Oeconomia, 8 (2), 109-120.
• Opresnik, M. O. (2018). Effective social media marketing planning – How to develop a digital marketing plan. Springer International Publishing AG. 333-341.
• Patrutiu Baltes, L. (2015). Content marketing - The fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences 8 (57), 111-118.
• Rahmati, S., Mahdavi, M. H., Ghoushchi, S. J., Tomaskova, H., Haseli, G. (2022). Assessment and prioritize risk factors of financial measurement of management control system for production companies using a hybrid Z-SWARA and Z-WASPAS with FMEA method: A meta-analysis. Mathematics, 10 (2), 253.
• Rauniar, R., Rawski, G, Yang, J., Johnson, B. (2013). Technology acceptance model (TAM) and social media usage: An empirical study on Facebook. Journal of Enterprise Information, 27 (1), 6-30.
• Royle J., Laing, A. (2014). The digital marketing skills gap: Developing a digital marketer model for the communication industries. International Journal of Information Management, 34, 65-73.
• Singh, R. K., Kushwaha, B. P., Chadha, T., Singh, V. A. (2021). Influence of digital media marketing and celebrity endorsement on consumer purchase intention. Journal of Content, Community & Communication, 14 (7), 145-158.
• Srivastav, P., Gupta, H. (2021). Role and applications of digital marketing in digital era: A review. 2021 9th International Conference on Reliability, Infocom Technologies and Optimization (Trends and Future Directions) (ICRITO) Amity University, Noida, India. Sep 3-4, 2021.
• Stamatis, D. H. (2003). Failure mode and effect analysis. Quality Press.
• Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
• Stewart, D. W., Zhao, Q. (2000). Internet marketing, business models, and public policy. Journal of Public Policy & Marketing, 19 (2), 287-296.
• Suleman, D., Rusiyati, S., Sabil, S., Hakim, L., Ariawan, J., Wianti, W., Karlina, E. (2022). The impact of changes in the marketing era through digital marketing on purchase decisions. International Journal of Data and Network Science 6, 805-812.
• Taiminen, H., Karjaluoto, H. (2014). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22 (4), 633-651.
• Torra, V. (2010). Hesitant fuzzy sets. International Journal of Intelligent Systems, 25 (6), 529-539.
• Tsai, S. B., Zhou, J., Gao, Y., Wang, J., Li, G., Zheng, Y., Ren, P., Xu, W. (2017). Combining FMEA with DEMATEL models to solve production process problems. PloS One, 12 (8), e0183634.
• Tsaur, S. H., Chang, T. Y., Yen, C. H. (2002). The evaluation of airline service quality by fuzzy MCDM. Tourism Management, 23 (2), 107-115.
• Xu, K., Tang, L. C., Xie, M., Ho, S. L. ve Zhu, M. L. (2002). Fuzzy assessment of FMEA for engine systems. Reliability Engineering & System Safety, 75 (1), 17-29.
• Wang, L., Harncharnchai, A., Saeheaw, T. (2021). Social media strategy for batik SMEs using customer knowledge management. The 6th International Conference on Digital Arts, Media and Technology (DAMT) and 4th ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (NCON).
• Yager, R. R. (2013). Pythagorean fuzzy subsets. In 2013 joint IFSA world congress and NAFIPS annual meeting (IFSA/NAFIPS) (pp. 57-61). IEEE.
• Yasmin A., Tasneem S., Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1 (5), 69-80.
• Yuan, J. (1985). A strategy to establish a reliability model with dependent components through FMEA. Reliability Engineering, 11 (1), 37-45.
• Zadeh, L. A. (1965). Fuzzy sets. Information and Control, 8 (3), 338-353.
• URL-1: https://www.usatoday.com/story/life/people/2018/03/15/rihanna-calls-snapchat-boycott-after-offensive-ad-refers-chris-asks-users-slap-rihanna-punch-chris-b/428083002/
• URL-2: https://ftw.usatoday.com/2015/04/the-houston-rockets-fire-man-behind-that-creepy-tweet-to-the-dallas-mavericks
• URL-3: https://edition.cnn.com/2019/12/03/us/peloton-ad-controversy-trnd/index.html
• URL-4: https://www.bbc.com/news/business-40652112
• URL-5: https://news.sky.com/story/ihop-regrets-immature-tweet-on-flat-pancakes-10342582
• URL-6: https://www.dailymail.co.uk/travel/travel_news/article-3019299/Are-tanks-filled-orca-tears-SeaWorld-Twitter-campaign-backfires-water-park-hashtag-AskSeaWorld-hijacked-animal-rights-campaigners.html
• URL-7: https://www.washingtonpost.com/news/business/wp/2017/04/05/niveas-white-is-purity-ad-campaign-didnt-end-well/
• URL-8: https://www.dailymail.co.uk/news/article-4960548/Dove-SLAMMED-ad-black-woman-white.html
• URL-9: https://qz.com/1064387/airbnb-sent-a-floating-world-marketing-email-in-the-middle-of-hurricane-harvey
• URL-10: https://www.cnbc.com/2017/10/10/facebook-ceo-mark-zuckerberg-slammed-for-puerto-rico-vr-video.html
• URL-11: https://news.yahoo.com/delta-ghana-giraffe-tweet-world-cup-120912430.html
• URL-12: https://www.theguardian.com/business/2016/jan/05/new-year-coca-cola-upsets-russia-ukraine
• URL-13: https://www.washingtonpost.com/news/early-lead/wp/2017/04/18/adidas-apologizes-for-email-congratulating-runners-who-survived-boston-marathon/
• URL-14: https://www.independent.co.uk/news/kellogg-s-twitter-campaign-rt-this-to-give-a-vulnerable-child-breakfast-sparks-online-anger-8932642.html
• URL-15: https://www.timesofisrael.com/wendys-tweets-image-of-hate-meme-pepe-the-frog/
• URL-16: https://time.com/5281046/air-force-yanny-laurel-audio-clip/
• URL-17: https://www.businessinsider.com/tinder-is-exaggerating-when-it-says-it-has-many-users-in-china-and-north-korea-2015-8
• URL-18: https://www.cbsnews.com/news/oops-blackberry-sends-out-tweet-from-an-iphone/
• URL-19: https://www.theguardian.com/australia-news/2015/nov/13/agency-behind-yourtaxis-campaign-fired-after-social-media-disaster
• URL-20: https://www.washingtonpost.com/business/twitter-erupts-over-accusations-that-urban-outfitters-copied-designers-necklace-line/2011/05/27/AG0GJxCH_story.html
• URL-21: https://www.dailymail.co.uk/femail/food/article-4542086/Walkers-social-media-stunt-spectacularly-backfires.html
• URL-22: https://www.teenvogue.com/story/sunny-co-clothing-promised-free-swimsuits-on-instagram#:~:text=The%20swimsuit%20saga%20began%20on,next%2024%20hours%2C%20Buzzfeed%20reports.
• URL-23: https://www.cbc.ca/news/trending/coca-cola-gif-the-feeling-campaign-trolled-tumblr-twitter-1.3426458
• URL-24: https://www.dailymail.co.uk/sciencetech/article-3131418/Saucy-Heinz-forced-apologise-digital-code-ketchup-bottle-takes-customers-porn-website.html
• URL-25: https://www.usmagazine.com/celebrity-news/news/espn-recruiting-analyst-gerry-hamilton-accidentally-tweets-porn-link-2015221/
• URL-26: https://www.bbc.com/news/technology-39589013
• URL-27: https://www.usmagazine.com/celebrity-news/news/scott-disick-accidentally-pastes-instructions-into-instagram-ad-caption-w207208/
• URL-28: https://www.channelstv.com/2012/07/15/coca-cola-cancels-ronaldinhos-500000-a-year-contract-for-being-seen-with-pepsi-cans/
• URL-29: https://www.independent.co.uk/life-style/millie-bobby-brown-skincare-routine-fake-florence-by-mills-stranger-things-a9104381.html