Abstract:

Social media is the general name for digital platforms where individuals and brands communicate with each other, share information, participate in events and use them for entertainment purposes. Social media has eliminated the concept of time and space for individuals and brands. Compared to traditional media channels, social media provides great advantages for brands as it is cheap, measurable, location-independent, and constantly accessible. The advertisements that brands place on social media platforms can be personalized, measurable, and more economical according to the target audience. For this reason, brands attach great importance to social media advertisements in their digital marketing efforts. In this study, the advertising budget of a cargo company using social media platforms was planned. First, the posts of the company's customers on social media were analyzed. These posts were categorized into necessary categories and the importance scores of social media platforms were obtained by using 4 main criteria and 15 sub-criteria in the AHP method. In the second stage of the study, the importance scores obtained were integrated into the goal programming method. With goal programming, the budget planning to be allocated to the types of advertisements on social media platforms was determined.

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