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SWARA YÖNTEMİ İLE DİJİTAL PAZARLAMA STRATEJİ SEÇİMİ

Year 2024, Volume: 25 Issue: 1, 341 - 355, 20.12.2023
https://doi.org/10.31671/doujournal.1356008

Abstract

İşletmeler ya da yeni bir iş girişiminde bulunacak kişiler tarafından yürütülen pazarlama faaliyetleri, teknolojik gelişmelerin ışığında, dijital araçların kullanımıyla yeniden şekillenmiş, bu da dijital pazarlama kavramını ortaya çıkarmıştır. Araştırmanın amacı, işletmelerin ya da yeni bir iş girişiminde bulunacak kişilerin dijital pazarlama yönetiminde yaygın kullanılan etkili stratejilerinin SWARA yöntemi ile önceliklendirilmesidir. Bu amaçtan hareketle, dijital pazarlama stratejileri ve e-ticaret konularında sektörde eğitim veren akademisyenlere, SWARA yönteminin ihtiyacı olan kriter değerlendirme formu hazırlanmış ve bu değerlendirmeler ışığında sonuçlar tartışılmıştır. Araştırma sonucunda, dijital pazarlama strateji seçiminde sırasıyla birinci sırada arama motoru pazarlaması, ikinci sırada sosyal medya pazarlaması, üçüncü sırada içerik pazarlaması ve devamında tıklama başına ödeme, bloglar, viral pazarlama, e-posta pazarlaması, satış ortaklığı, çevrimiçi reklamcılık, text mesajları yer almıştır. Araştırmanın, dijital pazarlama strateji seçiminde yardımcı bir yöntem sunması dolayısıyla hem literatüre hem sektöre katkı sağlayacağı düşünülmektedir. Bunun yanı sıra, SWARA yönteminin diğer çok kriterli karar verme yöntemleriyle birleştirilmesi ilerde yapılacak çalışmalar için fayda sağlayacaktır.

References

  • Alvermann, D. E. ve Sanders, R. (2019). The international encyclopedia of media literacy. Adolescent Literacy in a Digital World., 1-6.
  • Atay, C., Alanyalı, M., Uyan, S. ve Baş, C. (2010). Arama motoru optimizasyonu. 12. Akademik Bilişim Konferansı Bildirileri içinde (381-386. ss.). Muğla.
  • Baki, D. (2002). Yeni pazarlama yöntemi olarak elektronik posta pazarlaması. Journal of İstanbul Kültür University, 2, 1-10.
  • Baltes, L. P. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of The Transilvania University of Braşov Series V: Economic Sciences, 8, 111-118.
  • Barak, M. (2017). Science teacher education in the twenty-first century: A pedagogical framework for technology-integrated social constructivism. Research in Science Education, 47(2), 283-303.
  • Barefoot, D. ve Szabo, J. (2010). Friends with benefits: A social media marketing handbook. San Francisco: No Starch Press.
  • Barutçu, S. ve Göl, M. (2009). Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar. KMU İİBF Dergisi, 11(17), 24-41.
  • Baum, D., Spann, M., Füller, J. ve Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297.
  • Cann, A., Dimitrou, K. ve Hooley, T. (2011). Social media: A guide for researchers. Research Information Network, UK. Erişim adresi: https://www.researchgate.net/publication/261990960
  • Chaffey, D., Smith, P. ve Smith, P. (2013). E-Marketing excellence: planning and optimizing your digital marketing. Routledge.
  • Content Marketing Institute. (2022) What is content marketing?. Erişim adresi http://contentmarketinginstitute.com/what-is-content-marketing/
  • Curran, K. (2004). Tips for achieving high positioning in the results pages of the major search engines. Information Technology Journal, 3(2), 202-205.
  • Dellarocas, C. (2012). Double marginalization in performance-based advertising: Implications and solutions. Management Science, 58(6), 1178-1195.
  • Dickinger, A. (2008). Compensation models for interactive advertising. Journal of Universal Computer Science, 14(4), 557-565.
  • Dickinger, A., Haghirian, P., Murphy, J. ve Scharl , A. (2004). An investigation and conceptual model of SMS marketing. 37th Hawaii International Conference on System Sciences. Erişim adresi: http://csdl.computer.org/comp/proceedings/hicss/2004
  • Efendioğlu, İ. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190.
  • Efendioğlu, İ. (2020). Dijital Pazarlama. Y. Durmaz (Ed.), Pazarlama İlkeleri içinde (249-288 ss.). https://www.researchgate.net/publication/352461988
  • Eğri, G. (2013). Arama motoru optimizasyonu teknikleri. (Yayımlanmamış doktora tezi). İstanbul Kültür Üniversitesi, İstanbul). Erişim adresi https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=xCeOCDtovQJrpn2-kT_odQ&no=pJyiTxnm0A907G5XA6STOQ
  • Elden, M. (2015). Reklam ve reklamcılık. İstanbul: Say Yayınları.
  • Genç, H. (2010). İnternetteki etkileşim merkezi sosyal ağlar ve E-İş 2.0 uygulamaları. 12. Akademik Bilişim Konferansı Bildirileri içinde (481-487. ss.). Muğla. https://ab.org.tr/ab10/kitap/genc_e-is_AB10.pdf
  • Gibson, C. (2018). The most effective digital marketing strategies & approaches: a review of literature. International Journal of Scientific and Research Publications, 8(2), 12-16.
  • Gretzel, U. (2019). The role of social media in creating and addressing overtourism: issues, realities and solutions. R. Dodds ve R. Butler (Ed.) Overtourism içinde (62-75 ss.). Berlin: De Gruyter. https://doi.org/10.1515/9783110607369-005
  • Grupta, S., Miglani, S. ve Sundriyal, V. (2013). Search engine optimization techniques. International Journal of Engineering Research & Technology, 2(9), 65-74.
  • İçerik pazarlama stratejileri kılavuzu. (2016, 22 Temmuz) Erişim adresi www.dijitalajanslar.com/icerik-pazarlama-stratejileri-kilavuzu/
  • Kapoor, K., Dwivedi, Y. ve Piercy, N. (2016). Pay-per-click advertising: A literature review. The Marketing Review, 16(2), 183-202.
  • Karkar, A. (2016). Değer ve güven ağlarının yükselişinde içerik pazarlaması. International Journal of Social Sciences and Education Research, 2(1), 334-348.
  • Karlık, M. (2018). Arama motoru mimarisi ve uygulaması. (Yayınlanmamış yüksek lisans tezi). Konya Teknik Üniversitesi, Konya. Erişim adresi https://gcris.ktun.edu.tr/bitstream/20.500.13091/795/1/531394.pdf
  • Keršuliene, V., Zavadskas, E. ve Turskis, Z. (2010). Selection of rational dispute resolution method by applying new stepwise weight assessment ratio analysis (SWARA). Journal of Business Economics and Management, 11(2), 243-258.
  • Khan, S., Rehman, A., Khan, M. ve Khan, M. (2016). Influence of gender and nationality on consumers' perception towards email marketing: an exploratory study in Oman. International Journal of Applied Business and Economic Research, 14(1), 457-464.
  • Kırçova, İ. ve Enginkaya, E. (2015). Sosyal medya pazarlama. İstanbul: Beta Yayıncılık.
  • Kızılırmak, D. (2016). İçerik pazarlama stratejileri kılavuzu. Erişim adresi https://www.dijitalajanslar.com/icerik-pazarlama-stratejileri-kilavuzu/
  • Koçyiğit, M. (2015). Sosyal ağ pazarlaması; marka bağlılığı oluşturmada yeni bir pazarlama stratejisi. Konya: Eğitim Kitabevi.
  • Köroğlu, O. (2002). Mobil iletişim, etkileşimli yayıncılık ve Türkiye’deki uygulamalar. (Yayınlanmamış yüksek lisans tezi). Marmara Üniversitesi, İstanbul. Erişim adresi https://katalog.marmara.edu.tr/eyayin/tez/T0048757.pdf
  • Leskovec, J., Adamic, L. ve Huberman, B. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1(5), 1-39.
  • Leung, K. H. Ve Mo, D. (2019). A fuzzy-ahp approach for strategic evaluation and selection of digital marketing tools. The IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) içinde (1422-1426. ss.).
  • Lorente-Páramo, Á., Hernández García, Á. ve Chaparro Peláez, J. (2021). Modelling e-mail marketing effectiveness–an approach based on the theoryof hierarchy-of-effects, Cuadernos de Gestión, 21(1), 19-27.
  • Malaga, R. (2008). Worst practices in search engine optimization. Communications of The ACM, 51(12), 147-150.
  • Mariussen, A. (2012). A grounded theory of affiliate marketing performance measurement in the tourism and hospitality context. (Doktora tezi, Oxford Brookes University, İngiltere). Erişim adresi https://radar.brookes.ac.uk/radar/items/907e34ff-7d07-51ea-18af-cdda2678bba4/1/
  • Merisavo, M. (2006). Effects of digital marketing communication on customer loyalty: an integrative model and research propositions. Helsinki: Helsinki School of Economics Working Papers. Erişim adresi http://epub.lib.aalto.fi/pdf/wp/w400.pdf
  • Nebati, E. E. (2022). Turizm sektöründe dijital pazarlama stratejilerinin değerlendirilmesine yönelik bir araştırma: SWARA-COPRAS yaklaşımı. Journal of Business Innovation and Governance, 5(2), 183-193.
  • Norouzi, A. (2017). An integrated survey in affiliate marketing network. PressAcademia Procedia, 5(1), 299-309.
  • Olbrich, R., Schultz, C. ve Bormann, P. (2019). The effect of social media and advertising activities on affiliate marketing. International Journal of Internet Marketing and Advertising, 13(1), 47-72.
  • Papadimitriou, P., Garcia-Molina, H., Krishnamurthy, P., Lewis, R. ve Reiley, D. (2011). Display advertising impact: search lift and social influence. 17th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining içinde (1019-1027. ss.).
  • Poddar, N. ve Agarwal, D. (2019). A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups. International Journal of Business Insights & Transformation, 12(2), 50-54.
  • Potts, K. (2007). Web design and marketing solutions for business website. New York: Apres.
  • Saçan, B. ve Eren, T. (2022). Dijital pazarlama strateji seçimi: SWOT analizi ve çok ölçütlü karar verme yöntemleri. Politeknik Dergisi, 25(4), 1411-1421.
  • Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), 9-25.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
  • Taşçı, A. (2010). Mobil pazarlama faaliyetlerinin işletmelere sağladığı katkılar ve bir uygulama örneği. (Yüksek Lisans Tezi, Maltepe Üniversitesi, İstanbul). Erişim adresi https://www.slideshare.net/aktasci/mobl-pazarlama-faalyetlernn-letmelere-saladii-katkilar-ve-br-uygulama-rne
  • Thelwall, M. (2015). Web crawlers and search in link analysis: An information science approach. United Kingdom: Emerald Group Publishing Limited.
  • Threlfall, D. (2022) The complete guide to getting started with influencer marketing. Erişim adresi https://www.oberlo.com/blog/influencer-marketing
  • Trappey, R. ve Woodside, A. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and tv commercials. Journal of Advertising Research, 45(4), 382-401.
  • Tripathy, M. ve Das, P. (2020). Effectiveness of digital marketing: An organizational perspective. T. M. University (Dü.), National Conference on Industry 4.0(NCI-4.0) içinde (144-151. ss.). Moradabad, Hindistan.
  • UPU. (2015). Direct and digital marketing guide for developing and least developed countries. Berne, Switzerland: Universal Postal Union.
  • Utlu, N. (2023). Dijital pazarlama stratejileri. A. Şişman, & E. Birol içinde, kadınların dijital girişimcilikte güçlendirilmesi (s. 173-199). İstanbul: Literatürk Academia.
  • Vasudevan, R. (2010). E-mail marketing. Journal of Contemporary Research in Management, 5(3), 37-42.
  • Zhang, D. (2009). The application of blog in english writing. Journal of Cambridge Studies, 4(1), 64-72.
  • Zhang, S. ve Cabage, N. (2016). Search engine optimization: comparison of link building and social sharing. Journal of Computer Information Systems, 57(2), 148-159.
  • Zolfani, S. ve Banihashemi, S. (2014). Personnel selection based on a novel model of game theory and MCDM approaches. In Proceedings of 8th International Scientific Conference Business and Management içinde (191-198. ss.). Vilnius, Litvanya.
  • Zolfani, S. ve Saparauskas, J. (2013). New application of SWARA method in prioritizing sustainability assessment indicators of energy system. Engineering Economics, 24(5), 408-414.

DIGITAL MARKETING STRATEGY SELECTION WITH SWARA METHOD

Year 2024, Volume: 25 Issue: 1, 341 - 355, 20.12.2023
https://doi.org/10.31671/doujournal.1356008

Abstract

The aim of the research is to reveal the priority order of businesses or people who will start a new business in the digital marketing strategy selection with the SWARA method. For this purpose, the criteria evaluation form required by the SWARA method was prepared for the academicians who provide education in the sector on digital marketing strategies and e-commerce, and the results were discussed in the light of these evaluations. As a result of the research, in the order of importance of digital marketing strategy selection, search engine marketing is in the first place, social media marketing is in the second place, content marketing is in the third place, and then pay-per-click, blogs, viral marketing, e-mail marketing, affiliate marketing, online advertising, text messages has received. It is thought that the research will contribute to both the literature and the sector, as it provides a helpful method in the selection of digital marketing strategy. In addition, combining the SWARA method with other multi-criteria decision-making methods will be beneficial for future studies.

References

  • Alvermann, D. E. ve Sanders, R. (2019). The international encyclopedia of media literacy. Adolescent Literacy in a Digital World., 1-6.
  • Atay, C., Alanyalı, M., Uyan, S. ve Baş, C. (2010). Arama motoru optimizasyonu. 12. Akademik Bilişim Konferansı Bildirileri içinde (381-386. ss.). Muğla.
  • Baki, D. (2002). Yeni pazarlama yöntemi olarak elektronik posta pazarlaması. Journal of İstanbul Kültür University, 2, 1-10.
  • Baltes, L. P. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of The Transilvania University of Braşov Series V: Economic Sciences, 8, 111-118.
  • Barak, M. (2017). Science teacher education in the twenty-first century: A pedagogical framework for technology-integrated social constructivism. Research in Science Education, 47(2), 283-303.
  • Barefoot, D. ve Szabo, J. (2010). Friends with benefits: A social media marketing handbook. San Francisco: No Starch Press.
  • Barutçu, S. ve Göl, M. (2009). Mobil reklamlar ve mobil reklam araçlarına yönelik tutumlar. KMU İİBF Dergisi, 11(17), 24-41.
  • Baum, D., Spann, M., Füller, J. ve Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289-297.
  • Cann, A., Dimitrou, K. ve Hooley, T. (2011). Social media: A guide for researchers. Research Information Network, UK. Erişim adresi: https://www.researchgate.net/publication/261990960
  • Chaffey, D., Smith, P. ve Smith, P. (2013). E-Marketing excellence: planning and optimizing your digital marketing. Routledge.
  • Content Marketing Institute. (2022) What is content marketing?. Erişim adresi http://contentmarketinginstitute.com/what-is-content-marketing/
  • Curran, K. (2004). Tips for achieving high positioning in the results pages of the major search engines. Information Technology Journal, 3(2), 202-205.
  • Dellarocas, C. (2012). Double marginalization in performance-based advertising: Implications and solutions. Management Science, 58(6), 1178-1195.
  • Dickinger, A. (2008). Compensation models for interactive advertising. Journal of Universal Computer Science, 14(4), 557-565.
  • Dickinger, A., Haghirian, P., Murphy, J. ve Scharl , A. (2004). An investigation and conceptual model of SMS marketing. 37th Hawaii International Conference on System Sciences. Erişim adresi: http://csdl.computer.org/comp/proceedings/hicss/2004
  • Efendioğlu, İ. (2019). The impact of conspicuous consumption in social media on purchasing intentions. İşletme Araştırmaları Dergisi, 11(3), 2176-2190.
  • Efendioğlu, İ. (2020). Dijital Pazarlama. Y. Durmaz (Ed.), Pazarlama İlkeleri içinde (249-288 ss.). https://www.researchgate.net/publication/352461988
  • Eğri, G. (2013). Arama motoru optimizasyonu teknikleri. (Yayımlanmamış doktora tezi). İstanbul Kültür Üniversitesi, İstanbul). Erişim adresi https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=xCeOCDtovQJrpn2-kT_odQ&no=pJyiTxnm0A907G5XA6STOQ
  • Elden, M. (2015). Reklam ve reklamcılık. İstanbul: Say Yayınları.
  • Genç, H. (2010). İnternetteki etkileşim merkezi sosyal ağlar ve E-İş 2.0 uygulamaları. 12. Akademik Bilişim Konferansı Bildirileri içinde (481-487. ss.). Muğla. https://ab.org.tr/ab10/kitap/genc_e-is_AB10.pdf
  • Gibson, C. (2018). The most effective digital marketing strategies & approaches: a review of literature. International Journal of Scientific and Research Publications, 8(2), 12-16.
  • Gretzel, U. (2019). The role of social media in creating and addressing overtourism: issues, realities and solutions. R. Dodds ve R. Butler (Ed.) Overtourism içinde (62-75 ss.). Berlin: De Gruyter. https://doi.org/10.1515/9783110607369-005
  • Grupta, S., Miglani, S. ve Sundriyal, V. (2013). Search engine optimization techniques. International Journal of Engineering Research & Technology, 2(9), 65-74.
  • İçerik pazarlama stratejileri kılavuzu. (2016, 22 Temmuz) Erişim adresi www.dijitalajanslar.com/icerik-pazarlama-stratejileri-kilavuzu/
  • Kapoor, K., Dwivedi, Y. ve Piercy, N. (2016). Pay-per-click advertising: A literature review. The Marketing Review, 16(2), 183-202.
  • Karkar, A. (2016). Değer ve güven ağlarının yükselişinde içerik pazarlaması. International Journal of Social Sciences and Education Research, 2(1), 334-348.
  • Karlık, M. (2018). Arama motoru mimarisi ve uygulaması. (Yayınlanmamış yüksek lisans tezi). Konya Teknik Üniversitesi, Konya. Erişim adresi https://gcris.ktun.edu.tr/bitstream/20.500.13091/795/1/531394.pdf
  • Keršuliene, V., Zavadskas, E. ve Turskis, Z. (2010). Selection of rational dispute resolution method by applying new stepwise weight assessment ratio analysis (SWARA). Journal of Business Economics and Management, 11(2), 243-258.
  • Khan, S., Rehman, A., Khan, M. ve Khan, M. (2016). Influence of gender and nationality on consumers' perception towards email marketing: an exploratory study in Oman. International Journal of Applied Business and Economic Research, 14(1), 457-464.
  • Kırçova, İ. ve Enginkaya, E. (2015). Sosyal medya pazarlama. İstanbul: Beta Yayıncılık.
  • Kızılırmak, D. (2016). İçerik pazarlama stratejileri kılavuzu. Erişim adresi https://www.dijitalajanslar.com/icerik-pazarlama-stratejileri-kilavuzu/
  • Koçyiğit, M. (2015). Sosyal ağ pazarlaması; marka bağlılığı oluşturmada yeni bir pazarlama stratejisi. Konya: Eğitim Kitabevi.
  • Köroğlu, O. (2002). Mobil iletişim, etkileşimli yayıncılık ve Türkiye’deki uygulamalar. (Yayınlanmamış yüksek lisans tezi). Marmara Üniversitesi, İstanbul. Erişim adresi https://katalog.marmara.edu.tr/eyayin/tez/T0048757.pdf
  • Leskovec, J., Adamic, L. ve Huberman, B. (2007). The dynamics of viral marketing. ACM Transactions on the Web, 1(5), 1-39.
  • Leung, K. H. Ve Mo, D. (2019). A fuzzy-ahp approach for strategic evaluation and selection of digital marketing tools. The IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) içinde (1422-1426. ss.).
  • Lorente-Páramo, Á., Hernández García, Á. ve Chaparro Peláez, J. (2021). Modelling e-mail marketing effectiveness–an approach based on the theoryof hierarchy-of-effects, Cuadernos de Gestión, 21(1), 19-27.
  • Malaga, R. (2008). Worst practices in search engine optimization. Communications of The ACM, 51(12), 147-150.
  • Mariussen, A. (2012). A grounded theory of affiliate marketing performance measurement in the tourism and hospitality context. (Doktora tezi, Oxford Brookes University, İngiltere). Erişim adresi https://radar.brookes.ac.uk/radar/items/907e34ff-7d07-51ea-18af-cdda2678bba4/1/
  • Merisavo, M. (2006). Effects of digital marketing communication on customer loyalty: an integrative model and research propositions. Helsinki: Helsinki School of Economics Working Papers. Erişim adresi http://epub.lib.aalto.fi/pdf/wp/w400.pdf
  • Nebati, E. E. (2022). Turizm sektöründe dijital pazarlama stratejilerinin değerlendirilmesine yönelik bir araştırma: SWARA-COPRAS yaklaşımı. Journal of Business Innovation and Governance, 5(2), 183-193.
  • Norouzi, A. (2017). An integrated survey in affiliate marketing network. PressAcademia Procedia, 5(1), 299-309.
  • Olbrich, R., Schultz, C. ve Bormann, P. (2019). The effect of social media and advertising activities on affiliate marketing. International Journal of Internet Marketing and Advertising, 13(1), 47-72.
  • Papadimitriou, P., Garcia-Molina, H., Krishnamurthy, P., Lewis, R. ve Reiley, D. (2011). Display advertising impact: search lift and social influence. 17th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining içinde (1019-1027. ss.).
  • Poddar, N. ve Agarwal, D. (2019). A comparative study of application effectiveness between digital and social media marketing for sustainability of start-ups. International Journal of Business Insights & Transformation, 12(2), 50-54.
  • Potts, K. (2007). Web design and marketing solutions for business website. New York: Apres.
  • Saçan, B. ve Eren, T. (2022). Dijital pazarlama strateji seçimi: SWOT analizi ve çok ölçütlü karar verme yöntemleri. Politeknik Dergisi, 25(4), 1411-1421.
  • Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), 9-25.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17-21.
  • Taşçı, A. (2010). Mobil pazarlama faaliyetlerinin işletmelere sağladığı katkılar ve bir uygulama örneği. (Yüksek Lisans Tezi, Maltepe Üniversitesi, İstanbul). Erişim adresi https://www.slideshare.net/aktasci/mobl-pazarlama-faalyetlernn-letmelere-saladii-katkilar-ve-br-uygulama-rne
  • Thelwall, M. (2015). Web crawlers and search in link analysis: An information science approach. United Kingdom: Emerald Group Publishing Limited.
  • Threlfall, D. (2022) The complete guide to getting started with influencer marketing. Erişim adresi https://www.oberlo.com/blog/influencer-marketing
  • Trappey, R. ve Woodside, A. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and tv commercials. Journal of Advertising Research, 45(4), 382-401.
  • Tripathy, M. ve Das, P. (2020). Effectiveness of digital marketing: An organizational perspective. T. M. University (Dü.), National Conference on Industry 4.0(NCI-4.0) içinde (144-151. ss.). Moradabad, Hindistan.
  • UPU. (2015). Direct and digital marketing guide for developing and least developed countries. Berne, Switzerland: Universal Postal Union.
  • Utlu, N. (2023). Dijital pazarlama stratejileri. A. Şişman, & E. Birol içinde, kadınların dijital girişimcilikte güçlendirilmesi (s. 173-199). İstanbul: Literatürk Academia.
  • Vasudevan, R. (2010). E-mail marketing. Journal of Contemporary Research in Management, 5(3), 37-42.
  • Zhang, D. (2009). The application of blog in english writing. Journal of Cambridge Studies, 4(1), 64-72.
  • Zhang, S. ve Cabage, N. (2016). Search engine optimization: comparison of link building and social sharing. Journal of Computer Information Systems, 57(2), 148-159.
  • Zolfani, S. ve Banihashemi, S. (2014). Personnel selection based on a novel model of game theory and MCDM approaches. In Proceedings of 8th International Scientific Conference Business and Management içinde (191-198. ss.). Vilnius, Litvanya.
  • Zolfani, S. ve Saparauskas, J. (2013). New application of SWARA method in prioritizing sustainability assessment indicators of energy system. Engineering Economics, 24(5), 408-414.
There are 60 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Nilay Utlu 0000-0002-0626-7406

Publication Date December 20, 2023
Submission Date September 6, 2023
Published in Issue Year 2024 Volume: 25 Issue: 1

Cite

APA Utlu, N. (2023). SWARA YÖNTEMİ İLE DİJİTAL PAZARLAMA STRATEJİ SEÇİMİ. Doğuş Üniversitesi Dergisi, 25(1), 341-355. https://doi.org/10.31671/doujournal.1356008