A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Furkan Göktaş; Mehmet Gökerik

doi:10.29137/umagd.1398580

TR EN

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

A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

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

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Details

Primary Language

English

Subjects

Multiple Criteria Decision Making

Journal Section

Research Article

Authors

Furkan Göktaş ^*
0000-0001-9291-3912
Türkiye

Mehmet Gökerik
0000-0002-0827-5805
Türkiye

Publication Date

January 31, 2024

Submission Date

December 1, 2023

Acceptance Date

January 3, 2024

Published in Issue

Year 2024 Volume: 16 Number: 1

DOI

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

IZ

https://izlik.org/JA77UK59MD

APA

Göktaş, F., & Gökerik, M. (2024). A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development, 16(1), 373-382. https://doi.org/10.29137/umagd.1398580

AMA

1.Göktaş F, Gökerik M. A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. IJERAD. 2024;16(1):373-382. doi:10.29137/umagd.1398580

Chicago

Göktaş, Furkan, and Mehmet Gökerik. 2024. “A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection”. International Journal of Engineering Research and Development 16 (1): 373-82. https://doi.org/10.29137/umagd.1398580.

EndNote

Göktaş F, Gökerik M (January 1, 2024) A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development 16 1 373–382.

IEEE

[1]F. Göktaş and M. Gökerik, “A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection”, IJERAD, vol. 16, no. 1, pp. 373–382, Jan. 2024, doi: 10.29137/umagd.1398580.

ISNAD

Göktaş, Furkan - Gökerik, Mehmet. “A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection”. International Journal of Engineering Research and Development 16/1 (January 1, 2024): 373-382. https://doi.org/10.29137/umagd.1398580.

JAMA

1.Göktaş F, Gökerik M. A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. IJERAD. 2024;16:373–382.

MLA

Göktaş, Furkan, and Mehmet Gökerik. “A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection”. International Journal of Engineering Research and Development, vol. 16, no. 1, Jan. 2024, pp. 373-82, doi:10.29137/umagd.1398580.

Vancouver

1.Furkan Göktaş, Mehmet Gökerik. A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. IJERAD. 2024 Jan. 1;16(1):373-82. doi:10.29137/umagd.1398580