A novel hybrid social media platform selection model using fuzzy ANP and COPRAS-G

作者：

Highlights：

• Selecting the right social media platform is a daunting task for marketers.

• Social media platform selection problems are complex multi-criteria problems.

• We propose a novel analytical framework for social media platform selection.

• We integrate the ANP with fuzzy set theory and the COPRAS-G method.

• A case study in airline industry demonstrates the applicability of the framework.

摘要

•Selecting the right social media platform is a daunting task for marketers.•Social media platform selection problems are complex multi-criteria problems.•We propose a novel analytical framework for social media platform selection.•We integrate the ANP with fuzzy set theory and the COPRAS-G method.•A case study in airline industry demonstrates the applicability of the framework.

论文关键词：Social media,Analytic Network Process,Fuzzy set theory,COPRAS-G

论文评审过程：Available online 9 May 2013.

论文官网地址：https://doi.org/10.1016/j.eswa.2013.05.015