A novel game - theoretical approach on the social media advertisement platform selection

Öz

Businesses benefit from many marketing communication efforts to maintain their market positions or increase their market shares. When the advertising campaign, which is a marketing communication tool, is implemented on social media platforms, there will be an expense in the budgets of businesses. The purpose of this study is to examine the social media advertising platform selection from the budget perspective for a real-world problem. In this scope, we propose a novel fuzzy multi-criteria decision making (MCDM) approach based on the game theory. We call it as Game-Theoretical Fuzzy Evaluation System (G-FES). In our application with G-FES, we find that the highest resource needs to be allocated to the Twitter platform. On the other hand, these results are specific to the relevant company and experts and thus they cannot be generalized. The results of the studies in the literature are different from each other. As we expect, the same is true for the results obtained in this study.

Anahtar Kelimeler

• Fuzzy logic
• Multi - criteria decision making
• Game theory
• Social media
• Advertisement

Sosyal medya reklam platformu seçimi üzerine yeni bir oyun - teorik yaklaşım

Öz

İşletmeler pazardaki konumu korumak ya da pazar payını artırmak için birçok pazarlama iletişimi çabalarından yararlanmaktadır. Bir pazarlama iletişimi aracı olan reklam kampanyası, sosyal medya platformlarında uygulandığında işletmelerin bütçelerinde bir gider olacaktır. Bu çalışmanın amacı bir gerçek dünya problemi için sosyal medya reklam platformu seçiminin bütçe perspektifi açısından incelenmesidir. Bu kapsamda oyun teorisine dayanan yeni bir bulanık çok kriterli karar verme (ÇKKV) yaklaşımı önerilmiştir. Bu yaklaşım Oyun - Teorik Bulanık Değerlendirme Sistemi (G-FES) olarak adlandırılmıştır. G-FES ile yapılan uygulamada Twitter platformuna en yüksek kaynağın ayrılması gerektiği bulunmuştur. Öte yandan bu sonuçlar ilgili şirket ve uzmanlar özelinde olup genelleştirilemez. Literatürdeki çalışmaların sonuçları birbirlerinden farklıdır. Beklediğimiz üzere, bu çalışmada elde edilen sonuçlar için de benzer durum geçerlidir.

Anahtar Kelimeler

• Bulanık mantık
• Çok kriterli karar verme
• Oyun teorisi
• Sosyal Medya
• Reklam

Kaynakça

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