A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection
Yazarlar (2)
Doç. Dr. Furkan GÖKTAŞ Karabük Üniversitesi, Türkiye
Doç. Dr. Mehmet GÖKERİK Karabük Üniversitesi, Türkiye
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Özgün Makale
(Ulusal alan endekslerinde (TR Dizin, ULAKBİM) yayınlanan tam makale)
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| Dergi Adı | Uluslararası Muhendislik Arastirma ve Gelistirme Dergisi | ||
| Dergi ISSN | 1308-5514 | ||
| Dergi Tarandığı Indeksler | TR DİZİN | ||
| Makale Dili | İngilizce | Basım Tarihi | 01-2024 |
| Cilt / Sayı / Sayfa | 16 / 1 / 373–382 | DOI | 10.29137/umagd.1398580 |
| Makale Linki | https://dergipark.org.tr/tr/pub/umagd/issue/82949/1398580 | ||
| UAK Araştırma Alanları |
Çok Kıstaslı Karar Verme
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| Özet |
| 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. |
| Anahtar Kelimeler |
BM Sürdürülebilir Kalkınma Amaçları
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| Google Scholar | 12 |