Investigation Factors Affecting Competitive Advantage in Streaming Industry with Multi-Criteria Decision Making Methods

Emrah Sıtkı Yılmaz; Orhan Ecemiş

Research Article

Yayın Akış Endüstrisinde Rekabet Avantajını Etkileyen Faktörlerin Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi

Year 2022, Volume: 7 Issue: 1, 239 - 252, 30.06.2022

Emrah Sıtkı Yılmaz Orhan Ecemiş

Abstract

Bu çalışmanın amacı; dijital pazarlama yaklaşımlarının sıklıkla kullanıldığı yayın akış platformlarının tercih edilme nedenlerine etki eden faktörlerin ortaya konulmasıdır. Bu doğrultuda “platform özellikleri” ve “platform imajı” ana kriterleri çerçevesinde belirlenen “abone sayısı, minimum ve maksimum aylık ödeme tutarı, Twitter, Instagram, Facebook ve YouTube sosyal medya platformlarındaki takipçi sayısı, PlayStore ve AppStore uygulama puanı ile Şikayetvar.com sitesindeki şikâyet sayısı” alt kriterleri CRITIC yöntemiyle ağırlıklandırılmış daha sonra “Netflix, BluTv, Exxen, Gain, Turkcell TV+, Tivibu, D-Smart, Bein Connect” platformlarına ait veriler CODAS ve PIV yöntemleriyle incelenerek sonuçlar karşılaştırılmıştır. Çalışmanın sonuçları, tüketiciler tarafından yayın akış platformlarının tercih edilmesinde en etkili kriterin “minimum aylık ödeme tutarı” kriteri olduğunu göstermektedir. Ayrıca yapılan analizlerin genel değerlendirmesinde “Netflix” platformunun, diğer yayın akış platformlarına göre daha başarılı olduğu sonucuna ulaşılmıştır.

Keywords

Dijital Pazarlama, Yayın Akış Endüstrisi, Çok Kriterli Karar Verme Yöntemleri, Sosyal Medya

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Investigation Factors Affecting Competitive Advantage in Streaming Industry with Multi-Criteria Decision Making Methods

Year 2022, Volume: 7 Issue: 1, 239 - 252, 30.06.2022

Emrah Sıtkı Yılmaz Orhan Ecemiş

Abstract

The purpose of this study is to determine which factors influence people's preferences for streaming platforms that frequently employ digital marketing techniques. Accordingly, the “number of subscribers, minimum and maximum monthly payment amount, the number of followers on Twitter, Instagram, Facebook and YouTube social media platforms, the PlayStore and AppStore application score, and the number of complaints on the Şikayetvar.com site” were weighted using the CRITIC method as determined within the main framework of "platform features" and "platform image”. This was followed by the analysis of the data belonging to “Netflix, BluTv, Exxen, Gain, Turkcell TV+, Tivibu, D-Smart, Bein Connect” platforms using the CODAS and PIV methods and comparison of the results. According to the study's findings, the "minimum monthly payment amount" criterion is the most effective criterion for consumers when selecting streaming platforms. Furthermore, in the overall evaluation of the analyses carried out, the "Netflix" platform was found to be more successful than other streaming platforms.

Keywords

Digital Marketing, Streaming Platforms, Multi-Criteria Decision Making Methods, Social Media

References

Agrawal, S. R., & Mittal, D. (2022). Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos. Journal of Retailing and Consumer Services, 67(1), 102966.
Ahmad, S., Akber, A., Khan, Z. A., & Ali, M. (2021). Selection of best dispatching rule for job sequencing using combined best–worst and proximity ındex value methods. Advances in Manufacturing and Industrial Engineering, 783-792, https://doi.org/10.1007/978-981-15-8542-5_68.
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Gimpel, G. (2015). The future of video platforms: Key questions shaping the TV and video industry. International Journal on Media Management, 17(1), 25-46.
Grover, P., Kar, A. K., & Dwivedi, Y. K. (2020). Understanding artificial intelligence adoption in operations management: insights from the review of academic literature and social media discussions. Artificial Intelligence in Operations Management, 308(1), 177-213.
Guercini, S., Bernal, P. M., & Prentice, C. (2018). New marketing in fashion e-commerce. Journal of Global Fashion Marketing, 9(1), 1-8.
Haan, E. D., Wiesel, T., & Pauwels, K. (2016). The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework. International Journal of Research in Marketing, 33(3), 491-507.
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90(1), 276-290.
Hracs, B. J., & Webster, J. (2021). From selling songs to engineering experiences: exploring the competitive strategies of music streaming platforms. Journal of Cultural Economy, 14(2), 240-257.
Iacobucci, D., Petrescu, M., Krishen, A., & Bendixen, M. (2019). The state of marketing analytics in research and practice. Journal of Marketing Analytics, 7(1), 152-181.
Jung, S. H., & Jeong, Y. J. (2020). Twitter data analytical methodology development for prediction of start-up firms’ social media marketing level. Technology in Society, 63(1), 101409.
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(1), 531-558.
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Khan, I. (2022). Do brands’ social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services, 64(1), 102794.
Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. The Journal of Asian Finance, Economics and Business, 7(2), 195-204.
Ki, C.-W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55(1), 102133.
Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130(1), 552-563.
Kim, K. H. (2021). Digital and social media marketing in global business environment. Journal of Business Research, 131(1), 627-629.
Kim, Y.-J., & Kim, B.-Y. (2020). The purchase motivations and continuous use intention of online subscription services. International Journal of Management, 11(11), 196-207.
Krikke, J. (2014). Streaming video transforms the media industry. IEEE Computer Graphics and Applications, 24(4), 6-12.
Ko, E. (2019). Bridging Asia and the world: Global platform for the Interface between marketing and management. Journal of Business Research, 99(1), 350-353.
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131(1), 183-195.
Kritzinger, W. T., & Weideman, M. (2013). Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), 273-286.
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Lies, H. J. (2019). Marketing intelligence and big data: Digital marketing techniques on their way to becoming social engineering techniques in marketing. International Journal of Interactive Multimedia & Artificial Intelligence, 5(5), 134-144.
Mackenzie, A. (2018). 48 million configurations and counting: platform numbers and their capitalization. Journal of Cultural Economy, 11(1), 36-53.
Makrides, A., Vrontis, D., & Christofi, M. (2020). The gold rush of digital marketing: Assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 4-20.
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Primary Language	English
Subjects	Business Administration
Journal Section	Research Article
Authors	Emrah Sıtkı Yılmaz 0000-0003-2741-4222 Orhan Ecemiş 0000-0002-8270-0857
Publication Date	June 30, 2022
Published in Issue	Year 2022 Volume: 7 Issue: 1

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APA	Yılmaz, E. S., & Ecemiş, O. (2022). Investigation Factors Affecting Competitive Advantage in Streaming Industry with Multi-Criteria Decision Making Methods. JOEEP: Journal of Emerging Economies and Policy, 7(1), 239-252.

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JOEEP is published as two issues per year June and December and all publication policies and processes are conducted according to the international standards. JOEEP accepts and publishes the research articles in the fields of economics, political economy, fiscal economics, applied economics, business economics, labour economics and econometrics. JOEEP, without depending on any institution or organization, is a non-profit journal that has an International Editorial Board specialist on their fields. All “Publication Process” and “Writing Guidelines” are explained in the related title and it is expected from authors to Show a complete match to the rules. JOEEP is an open Access journal.