Abstract:

Fast interaction is one of the most important features that social media has today. In business advertising activities, social media makes it possible to reach more people than other marketing channels. However, the number of social media platforms worldwide is increasing on a daily basis and the consumer trend on these platforms is changing. The determination of the social media platform for advertising activities that will be invested by is a decision-making problem of many criteria. Social media platform choices are many and often contradictory criteria complex problems. This study aims to determine and calculate the criteria and levels of impact that are important in the selection of social media platforms of a leading business in the telecommunications sector in Turkey. In the calculation of the weights, the Bully DEMATEL method was used, and in the steering phase the CFCS method was used. The study identified 6 criteria, including appearance and perception, content, cost, member profile, impression rate and technical support. According to the results of the analysis, the tracking ratio (0,185), the view and perception (0,181) and the member profile (0,170) are the first three criteria with the highest weight in the social media platform selection. The E+F value represents the relative importance of the criteria. The E-F values are positive in the monitoring rate, appearance and perception and member profile criteria are included in the group that affects other criteria. Thus, these criteria can be said to have the most impact on other criteria. The E-F values are negative and the cost, content and technical support criteria are included in the affected group. When examining the criteria affected, the E-F is the lowest cost criterion that is the most affected criterion in the selection of social media platforms than other criteria. This study will generally provide a different perspective on the selection of digital marketing channels, the research to be carried out to determine the criterion weights and the level of impact of the criteria.