Aplicação do método TOPSIS para priorização de projetos estratégicos de uma organização pública

Delesposte, Jamile Eleutério; Rangel, Luís Alberto Duncan; Cardoso, Rodolfo; Souza, Fernanda Eirado; Narcizo, Ramon Baptista

doi:10.14488/enegep2020_tn_sto_344_1765_40679

Cited by 1 publication

(1 citation statement)

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“…Applying the method makes it possible to aid and simplify complex decisions while reducing subjectivity in decision-making (DELESPOSTE et al, 2020). Papathanasiou & Ploskas (2018) provided Python code for implementing the TOPSIS method and the code was the foundation for applying the method in the present research.…”

Section: Topsismentioning

confidence: 99%

Data-driven marketing on Instagram: A multi-criteria evaluation of influencers using TOPSIS

AGUIAR,

PINTO

2023

Anais Do Encontro Nacional De Engenharia De Produção

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In today's digital landscape, a strong brand and organizational presence on social networks is vital for success. Identifying and selecting potential partners (influencers) for disseminating brand messages on platforms such as Instagram is a key aspect of marketing efforts. Partner selection is a complex issue involving numerous qualitative attributes. This article presents a multi-criteria decision-making (MCDM) approach for evaluating potential marketing partners. Data from 3918 public profiles following the company's Instagram page was gathered. The Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) combined with Analytic Hierarchy Process (AHP) was applied for the multicriteria evaluation of each Instagram profile. This evaluation revealedprofiles with high interaction and engagement metrics, which could be utilized to enhance the company's marketing initiatives. Applying the multi-criteria approach rendered the decision-making process less subjective and reduced uncertainties typically associated with such processes. The systematic method for identifying, evaluating and prioritizing potential marketing partners presented in this article can support companies in making data-driven decisions regarding partner selection, ultimately increasing the efficacy of their marketing efforts.

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Section: Topsismentioning

confidence: 99%