Fuzzy Logic Approach to Social Media Marketing: Distribution of Advertising Budget According to Different Age Groups and Genders

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Keke M. E.

Journal of Social Science Studies, cilt.11, sa.1, ss.217-234, 2024 (Hakemli Dergi)

• Yayın Türü: Makale / Tam Makale
• Cilt numarası: 11 Sayı: 1
• Basım Tarihi: 2024
• Doi Numarası: 10.5296/jsss.v11i1.22032
• Dergi Adı: Journal of Social Science Studies
• Sayfa Sayıları: ss.217-234
• Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
• İstanbul Gelişim Üniversitesi Adresli: Evet

Özet

This study examines the efficacy of a fuzzy logic approach in the allocation of advertising budgets according to different age groups and genders in social media marketing of businesses. The findings indicate that the fuzzy logic method can be effectively utilized in advertising budget distribution. Furthermore, the method has been transferred to the MATLAB program for analysis on the usage rates of five main social media platforms, including Facebook, Instagram, Twitter, YouTube, and LinkedIn. The data obtained with the MATLAB program, which employs fuzzy logic algorithms, facilitates the distribution of advertising budgets in a more equitable manner by considering intricate variables such as age and gender. The findings indicate that the fuzzy logic approach can be utilized as a pivotal instrument in the development of segmentation and targeting strategies in social media marketing. This study illuminates the applicability of fuzzy logic techniques to enhance efficiency and gain a competitive advantage in social media advertising.