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VOL. 11, ISSUE 1 (2025)
Determining social media marketing tools using AHP method in evaluating digital marketing initiatives
Authors
Mustafa Seçkin Şalvarlı
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, User-Friendliness,
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.
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Pages:24-29
How to cite this article:
Mustafa Seçkin Şalvarlı "Determining social media marketing tools using AHP method in evaluating digital marketing initiatives". International Journal of Commerce and Management Research, Vol 11, Issue 1, 2025, Pages 24-29
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