A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection

Authors : Furkan Göktaş, Mehmet Gökerik

Pages : 373-382

Doi:10.29137/umagd.1398580

View : 54 | Download : 70

Publication Date : 2024-01-31

Article Type : Research Paper

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 : Reklam, Bulanık Küme, Çok Kriterli Karar Verme, Dayanıklı Optimizasyon, Sosyal Medya, VIKOR