Performance analysis of social media platforms: evidence of digital marketing

Roger Silva Wegner (), Deoclécio Junior Cardoso Silva (), Claudimar Pereira Veiga (), Vania Fátima Barros Estivalete (), Vanessa Piovesan Rossato () and Michel Barboza Malheiros ()
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Roger Silva Wegner: Federal University Santa Maria
Deoclécio Junior Cardoso Silva: Federal University Santa Maria
Claudimar Pereira Veiga: Fundação Dom Cabral
Vania Fátima Barros Estivalete: Federal University Santa Maria
Vanessa Piovesan Rossato: Federal University Santa Maria
Michel Barboza Malheiros: Federal University Santa Maria

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 9, 599-610

Abstract: Abstract Previous studies in the literature have shown that Digital Marketing (DM) can be a factor influencing competitiveness and the performance of marketing actions so that a company can correctly reach the target audience. From this literary assumption, it is imperative to evaluate tools that can help marketing managers in decision-making to select the most social media platform to use the DM. In this context, this article aims to analyze the performance of social media platforms for using the strategies DM in organizations. from the point of view of experts from different organizations that use DM for marketing actions. To provide empirical evidence, the selection of criteria was based on the eight dimensions of the DM mix to the lens of multi-criteria decision-making based on the inter-criteria correlation method (CRITIC). This method adhered to the order of preference by similarity technique to find an ideal solution with the help of the Fuzzy TOPSIS environment. The results discovered corroborate the previous literature and stand out, mainly by showing that the main criterion with greater weight among the eight analyzed dimensions was promotion (Cr5). Based on this finding, these results indicate that the best performing alternative for DM actions for the specific case was the A1-Facebook platform. This article brings reflections, and presents a robust tool of quantitative analysis in addition to bringing theoretical and managerial contributions that can direct DM strategies in the consumer's journey through social media platforms.

Keywords: Digital marketing; Social media platforms; CRITIC method; Fuzzy TOPSIS (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-023-00211-z

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