Determining social media marketing tools using AHP method in evaluating digital marketing initiatives
vol.1, no.11, pp.24-29, 2025 (Peer-Reviewed Journal)
- Publication Type: Article / Article
- Volume: 1 Issue: 11
- Publication Date: 2025
- Journal Indexes: Directory of Open Access Journals, Index Copernicus
- Page Numbers: pp.24-29
- Open Archive Collection: AVESIS Open Access Collection
- Dokuz Eylül University Affiliated: Yes
Abstract
The primary objective of this research is to utilize the Analytic Hierarchy Process (AHP) to strategically evaluate and select optimal social media marketing tools tailored for businesses. Given the shift in consumer behavior driven by digital platforms, small enterprises must navigate this complex landscape effectively to enhance brand visibility and engagement. This study aims not only to identify critical factors influencing social media tool selection—such as Effectiveness, Cost, UserFriendliness, Audience Relevance—but also to prioritize these elements based on empirical data and expert insights. By establishing a robust decision-making framework, the research seeks to provide actionable guidelines for business owners, enabling them to maximize their return on investment in social media marketing. Ultimately, the findings are expected to contribute to the theoretical discourse on digital marketing strategies while offering practical implications for enhancing competitive advantage in an increasingly digital economy. This essay seeks to explore the application of the AHP in strategic evaluations, providing insights into its advantages and potential for optimizing social media marketing strategies.