Digital marketing strategy selection: SWOT analysis and multi-criteria decision making methods

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dc.contributor.authorSacan, Berk Can
dc.contributor.authorEren, Tamer
dc.date.accessioned2025-01-21T16:33:27Z
dc.date.available2025-01-21T16:33:27Z
dc.date.issued2022
dc.departmentKırıkkale Üniversitesi
dc.description.abstractDigital marketing includes all marketing work done through browser and mobile. According to 2020 data, there are more than 62 million internet users in Turkey. Of these users, 54 million are social media users and 44 million are mobile social media users. Due to the growing Sunday volume and the increase in Internet usage of customers, it has become a necessity for businesses to determine the right marketing strategies. In this study, the problem of digital marketing strategy selection was discussed. First, SWOT analysis of the problem was performed. Four main and sixteen sub-criteria were then determined in accordance with expert opinions. The analytical network process method was used to weigh the criteria. The ranking of the five alternatives determined was determined by the PROMETHEE method. As a place of application, it was made in one of the largest companies in the retail sector of Turkey.
dc.identifier.doi10.2339/politeknik.883023
dc.identifier.endpage1421
dc.identifier.issn1302-0900
dc.identifier.issn2147-9429
dc.identifier.issue4
dc.identifier.startpage1411
dc.identifier.trdizinid1162368
dc.identifier.urihttps://doi.org/10.2339/politeknik.883023
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay1162368
dc.identifier.urihttps://hdl.handle.net/20.500.12587/23799
dc.identifier.volume25
dc.identifier.wosWOS:001001850300002
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakTR-Dizin
dc.language.isotr
dc.publisherGazi Univ
dc.relation.ispartofJournal of Polytechnic-Politeknik Dergisi
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_20241229
dc.subjectDigital marketing; SWOT analysis; analytical network process; PROMETHEE
dc.titleDigital marketing strategy selection: SWOT analysis and multi-criteria decision making methods
dc.typeArticle

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