Performance analysis of social media platforms: evidence of digital marketing

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-criter

SUBMITTER: da Silva Wegner R 

PROVIDER: S-EPMC9936493 | biostudies-literature | 2023 Feb

REPOSITORIES: biostudies-literature