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SOSYAL MEDYA PLATFORMLARININ SEÇİMİ: YENİ BİR HİBRİT ÇOK KRİTERLİ KARAR VERME YAKLAŞIMI

Sosyal Medya Platformları (SMP), bireylerin ve toplulukların birbirleriyle video, fotoğraf vb. paylaştığı, fikir ve bilgi alışverişinde bulunduğu, tartıştığı, işbirliği yaptığı platformlardır. Milyonlarca kullanıcı bu platformlar aracılığıyla çevrimiçi ortamda birbirleriyle etkileşim kurarak birbirlerinin davranışlarını, tutumlarını, alışkanlıklarını önemli ölçüde etkileyebilirler. SMP'ler, bireysel kullanıcıların yanı sıra kuruluşlar tarafından da reklam, satış, müşteri ilişkileri yönetimi vb. birçok alanda kullanılmaktadır. Bu nedenle, SMP seçimi önemli bir Çok Kriterli Karar Verme (ÇKKV) problemi olarak ele alınabilir. Bu çalışmada, SMP'lerin seçimi ve sıralamasında SMP’leri aktif şekilde kullanan ve SMP’lerde üretilen içeriklerden fazlasıyla etkilenen yaş grubu olarak lisans öğrencilerinin görüşleri dikkate alınmıştır. Ayrıca hem farklı ÇKKV yöntemlerinin hem de kriterlere atanan ağırlıkların seçim ve sıralamaya etkisini analiz edebilmek amacıyla Faktör Analizi ve Analitik Ağ Analizi (FA+ANP), Faktör Analizi ve Karmaşık Nisbi Değerlendirme (FA +COPRAS), Analitik Ağ Analizi ve Karmaşık Nisbi Değerlendirme (ANP+COPRAS), Faktör Analizi ve Gri İlişkisel Analiz (FA+GRA) ile Analitik Ağ Analizi ve Gri İlişkisel Analiz (ANP+GRA) olmak üzere 5 farklı yaklaşım kullanılmıştır. Böylece daha çok tercih edilen SMP'ler ve SMP seçiminde etkili olan kriterler değerlendirilmiştir. Çalışmanın, yeni SMP fikirleri veya var olan SMP’lere yeni özellikler eklenmesi konusunda yol gösterici olacağı düşünülmektedir.

Anahtar Kelimeler:

Çok Kriterli Karar Verme (ÇKKV), ANP, COPRAS, GRA, Sosyal Medya Platformu (SMP) Seçimi

SELECTION OF SOCIAL MEDIA PLATFORMS: A NEW HYBRID MULTI-CRITERIA DECISION MAKING APPROACH

Social Media Platforms (SMPs) are highly interactive platforms where individuals and communities share, discuss and collaborate ideas, information, videos, photos etc. to each other. In these platforms have millions of online users which interact with each other and significantly affect each other's behaviour, attitude, and habit etc. SMPs are used many areas to advertising, client relations, tourism, journey, and many others by means of users or organizations. Therefore, selection of SMPs is an important Multi Criteria Decision-Making (MCDM) problem. In this study, we have handled the selection and ranking of SMPs from the perspective of undergraduate students, who are one of more active and affected age groups of them. In addition, we aimed to analyse the effect of both the MCDM methods, and the weights assigned to the criteria on the selection and ranking with 5 different approaches which are called Factor Analysis and Analytical Network Analysis (FA+ANP), FA and Complex Proportional Assessment (FA +COPRAS), ANP+COPRAS, FA and Grey Relations Analysis (FA+GRA), and ANP+GRA. Thus, we have evaluated more important criteria and more preferred SMPs with these approaches. In addition, we can emphasize that our study will guide policy makers for updating or adding new features to SMPs.

Keywords:

Multi-Criteria Decision Making (MCDM), ANP, COPRAS, GRA, Selection of Social Media Platforms (SMPs),

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