Evaluating the Dissemination Impact of Social Networks based on an Entropy and Analytic Hierarchy Process Hybrid Model

Abstract

Abstract-Nowadays, social networks greatly affect people's daily life. However, the need to evaluate the dissemination impact of social networks based on multiple criteria has become a necessity. In this paper, the authors construct an evaluation index system, develop an entropy and Analytic Hierarchy Process hybrid model, and derive the priority among the alternative social networks, including Facebook, Twitter, Snapchat, Wechat and Sina Microblogging, based on the bybrid weight, which is determined by the entropy weight and Analytic Hierarchy Process weight. The results reveal that the impact of social networks is influenced by several key performance indicators, including the number of daily active users (DAU), the growth rate of DAU, the average number of messages released per day, net profit, and market value. The study shed some lights on multi-criteria decision making in social networks.