Optimizing Social Media Selection for Online Businesses: A TOPSIS Method Approach

The emergence of “social networks and social media technologies” has significantly transformed “the landscape of organizational decision support systems”. The utilization of social media is believed to offer numerous advantages, such as enhanced financial performance, improved abilities for group decision-making, increased transparency, greater participation, and accelerated decision-making processes. In the present era, social media has emerged as a highly reliable marketing tool. Companies across the nation are gradually recognizing the untapped potential of these modern marketing platforms. These virtual spaces are readily accessible, cost-effective, and, most importantly, enable businesses to interact with their customers directly. This research paper focuses on employing multiple attribute decision-making to determine the most suitable social media platform for an online business’s needs. Facebook (0.8122) has the highest performance, followed by Instagram (0.7896) in second place. Twitter (0.2556) ranks 11th, indicating relatively lower performance. WhatsApp (0.4124) and Telegram (0.7424) rank 10th and 3rd, respectively. YouTube (0.7397), Snapchat (0.6655), Pinterest (0.4600), LinkedIn (0.5226), Quora (0.4916), and Discord (0.5629) rank 4th to 9th. Facebook occupies the top spot, indicating the highest overall performance. Instagram closely follows in second place, also demonstrating strong performance. Twitter, on the other hand, ranks 11th, indicating comparatively lower performance among the evaluated platforms. WhatsApp and Telegram hold ranks 10th and 3rd, respectively, showcasing different levels of performance.