Selection an online social media platform for advertising activity using a fuzzy analytical hierarchy approach

Social media is of great importance in interpersonal interaction with the ever-changing and developing internet and mobile technology. Social media platforms enable communication between people and enable users to connect with many different areas of interest. The increase in people's interaction on social media plays an essential role in adopting social media tools in the marketing and advertising activities of businesses. Thus, social media marketing has become a new marketing channel that businesses frequently prefer today, alongside traditional methods. With the advertising activities carried out, businesses have made it possible to reach larger target audiences through social media tools. Product promotion and campaign news made using social media platforms enabled them to reach consumers more easily and quickly. However, the increase in the number of social media platforms becomes a decision-making problem in determining the social media channel where businesses will carry out their advertising activities. In this study, a survey was conducted in which demographic information was asked along with questions about the product/service and advertising campaigns encountered on Instagram, Twitter, Facebook, and Youtube, which are the most used social media platforms. A total of 217 users responded to the survey. This data set was analyzed using the Fuzzy Analytical Hierarchy Process method. The analysis result is aimed to determine the most suitable platform that businesses can choose for their advertising activities, according to the demographic breakdown of the users