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Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis

Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis

N. Subha, Vithya Natarajan, P. Vikkraman
Copyright: © 2024 |Pages: 12
ISBN13: 9798369344538|ISBN13 Softcover: 9798369354421|EISBN13: 9798369344545
DOI: 10.4018/979-8-3693-4453-8.ch006
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MLA

Subha, N., et al. "Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis." Enhancing and Predicting Digital Consumer Behavior with AI, edited by Thomas Heinrich Musiolik, et al., IGI Global, 2024, pp. 93-104. https://doi.org/10.4018/979-8-3693-4453-8.ch006

APA

Subha, N., Natarajan, V., & Vikkraman, P. (2024). Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis. In T. Musiolik, R. Rodriguez, & H. Kannan (Eds.), Enhancing and Predicting Digital Consumer Behavior with AI (pp. 93-104). IGI Global. https://doi.org/10.4018/979-8-3693-4453-8.ch006

Chicago

Subha, N., Vithya Natarajan, and P. Vikkraman. "Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis." In Enhancing and Predicting Digital Consumer Behavior with AI, edited by Thomas Heinrich Musiolik, Raul Villamarin Rodriguez, and Hemachandran Kannan, 93-104. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-4453-8.ch006

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Abstract

This study uses a fuzzy analytical technique to give a thorough evaluation of how well social media platforms reach various customer segments. Initially the classification of consumers into five groups according to their job status: employed in the private sector, employed in the public sector, homemakers who are unemployed, self-employed/entrepreneurs, and students. Each section has a unique weight that reflects its relative importance during the review process. After that, using a fuzzy scale to capture the range of replies, a decision matrix is generated. By using the Fuzzy TOPSIS approach, calculate a proximity coefficient and rank the social media platforms according to how well they can reach different consumer segments.

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