Logo PTI
Polish Information Processing Society
Logo FedCSIS

Annals of Computer Science and Information Systems, Volume 8

Proceedings of the 2016 Federated Conference on Computer Science and Information Systems

Evaluating Business Success Through Social Media Strategies Using AHP

, , ,

DOI: http://dx.doi.org/10.15439/2016F269

Citation: Proceedings of the 2016 Federated Conference on Computer Science and Information Systems, M. Ganzha, L. Maciaszek, M. Paprzycki (eds). ACSIS, Vol. 8, pages 1397–1401 ()

Full text

Abstract. Social Media has become indispensable for market penetration. It is a beneficial communication platform for understanding the customer focus. Effective use of this media for image creation, customer access, knowledge accumulation and trend analysis, creates competitive advantages. This research is designed to analyze social media strategies of global enterprises and evaluate the value of social media usage. Analytical Hierarchy Process (AHP) is used to model the performance decisions. The model is constructed based on the major evaluation criteria used by the global companies. AHP model expresses cause and effect relationships between companies and social media effects. Cases will be applied for Coca Cola, Turkish Airlines and Starbucks. Enterprise awareness and success of different evaluation criteria are benchmarked.

References

  1. Barutcu S., Tomas M., (2013) Sürdürülebilir Sosyal Medya Pazarlaması ve Sosyal Medya Pazarlaması Etkinliğinin Ölçümü. IUYD 2013, 4(1), p.6-23.
  2. Coca Cola Company, (2013) , Social Media Principles, retrieved from https://www.coca-colacompany.com , Access:04.03.2016
  3. Culnan M. J., McHugh P. J., Zubillaga J.I. (2010). How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive 9(4).
  4. DeLone W. H., McLean E.R. (2014). Measuring e-Commerce Success: Applying the DeLone & McLeanInformation Systems Success Model. International Journal of Electronic Commerce, 9(1), pp.31-47.
  5. Dhir S., Marinovb M. V., Worsleyb D., (2015). Application of the analytic hierarchy process to identify the most suitable manufacturer of rail vehicles for High Speed 2. Case Studies on Transport Policy, (3), p.431–448
  6. Drury G. (2008). Opinion piece: Social media: Should marketers engage and how can it be done effectively?. Journal of Direct, Data and Digital Marketing Practice, (9), p.274–277.
  7. EticaretMag, E-ticaret Şirketleri İçin Sosyal Medya Kullanım Rehberleri, retrieved from http://eticaretmag.com/e-ticaret-sirketleri- icin-sosyal-medya-kullanim-rehberleri/ , Access: 04.03.2016
  8. Feng H., Qjian X. (2013). Mining user-contributed photos for personalized product recommendation. Neurocomputing, (129), pp.409–420. Department of Information and Communication Engineering, Xi'an Jiaotong University, Xi'an 710049, China.
  9. Güner, H., (2005), Bulanık AHP ve bir İşletme İçin Tedarikçi Seçimi Problemine Uygulanması, Pamukkale University Institute of Science Industrial Engineering Department, p.133
  10. Ho W., (2008), Integrated Analytic Hierarchy Process and its Applications-A literature Review, European Journal of Operational Research, (186), p.211-228
  11. Kahya E., (2016). Analyzing unstructured Facebook social network data through web text mining: A study of online shopping firms in Turkey. Information Development, 32(1), pp. 70-80. http://dx.doi.org/10.1177/0266666914528523
  12. Kaplan A.M. ve Hainlein M. (2010). Users of the World, The challanges and Opportunities of Social Media, Business Horizons, 53, 59-68
  13. Kong F., Liu H. (2005). Applying Fuzzy Analytic Hierarchy Process to Evaluate Success Factors of E-Commerce. International Journal of Information and Systems Sciences, 1(3-4), pp.406-412.
  14. Linda S., (2010). Social Commerce – E-Commerce in social Media Context. World Academy of Science, Engineering and Technology International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 4(12).
  15. Saaty T. L., (2006). Fundamentals of Decision Making and Priority Theory. RWS Publications 4922 Ellsworth Avenue, Pittsburg, PA 15213, p. 94
  16. Saaty, T. L., Niemira, M.P., (2006), A framework for making a better decision, Research Review, p. 13
  17. Saaty, T.L (2008). Decision Making for Leaders: The Analytic Hierarchy Process for Decisions in Complex World. Pittsburg, Pennsylvania: RWS publications. 8
  18. Supciller A. A., Capraz O., (2011), AHP-TOPSIS Yöntemine Dayalı Tedarikçi Seçimi Uygulaması. Ekonometri ve İstatistik, (13), p.1–22
  19. Tanbeer S.K., Leung C.K., Cameron J.J. (2014). Interactive Mining Of Strong Friends From Social Networks And Its Applications In E- Commerce. Journal of Organizational Computing and Electronic Commerce, (24), pp.157–173, http://dx.doi.org/10.1080/10919392.2014.896715
  20. Tang L., Liu H., (2010). Community Detection and Mining in Social Media. Synthesis Lectures on Data Mining and Knowledge Discovery. Morgan & Claypool Publishers, http://dx.doi.org/10.2200/S00298ED1V01Y201009DMK003
  21. Winer R.S. (2009). New Communications Approaches in Marketing: Issues and Research Directions. Journel of İnteractive Marketing, 23, pp.108-117. Marketing Szience Institute, Stern School of Business, New York University, USA.
  22. Zafarani R., Abbasi M.A., Huan L. (2014). Social Media Minging. Cambridge University Press, April 20, 2014. draft version: