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

Yıl 2022, Cilt: 7 Sayı: 1, 239 - 252, 30.06.2022

Emrah Sıtkı Yılmaz , Orhan Ecemiş

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• 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.
• Alashhab, Z. R., Anbar, M., Singh, M. M., Leau, Y.-B., Al-Sai, Z. A., & Alhayja’a, S. A. (2021). Impact of coronavirus pandemic crisis on technologies and cloud computing applications. Journal of Electronic Science and Technology, 19(1), 100059.
• Angeloni, S., & Rossi, C. (2021). An analytical model for comparing the profitability of competing online marketing channels: Search engine marketing versus e-commerce marketplace. Journal of Marketing Theory and Practice, 29(4), 534-549.
• Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
• Aswani, R., Ghrera, S. P., Chandra, S., & Kar, A. K. (2021). A hybrid evolutionary approach for identifying spam websites for search engine marketing. Evolutionary Intelligence, 14(44), 1803-1815.
• Bender, M., Gal-Or, E., & Geylani, T. (2021). Attracting artists to music streaming platforms. European Journal of Operational Research, 290(3), 1083-1097.
• Berezan, O., Krishen, A. S., Agarwal, S., & Kachroo, P. (2018). The pursuit of virtual happiness: Exploring the social media experience across generations. Journal of Business Research, 89(1), 455-461.
• Bhandari, R. S., & Bansal, A. (2018). Impact of search engine optimization as a marketing tool. Jindal Journal of Business Research, 7(1), 23-36.
• Biswas, S., & Anand, O. P. (2020). Logistics competitiveness ındex-based comparison of BRICS and G7 countries: An integrated PSI-PIV approach. The IUP Journal of Supply Chain Management, 17(2), 32-57.
• BTK. (2021). Türkiye Elektronik Haberleşme Sektörü. https://www.btk.gov.tr/uploads/pages/pazar-verileri/2021-4-pazar-verileri-raporu.pdf
• Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19.
• Camilleri, M. A., & Falzon, L. (2020). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing, 25(2), 216-236.
• Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53(1), 102103.
• Chawla, Y., & Chodak, G. (2021). Social media marketing for businesses: Organic promotions of web-links on Facebook. Journal of Business Research, 135(1), 49-65.
• Choudhary, V., & Mishra, A. (2021). Analyzing the critical success enablers of industry 4.0 using hybrid fuzzy AHP-CoCoSo method. Journal of Industrial Integration and Management, 2150018 https://doi.org/10.1142/S2424862221500184.
• Das, G., Wiener, H. J., & Kareklas, I. (2019). To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising. Journal of Business Research, 96(1), 147-156.
• Daştan, İ. (2020). Canlı yayın platformlarında ürün marka uygulamaları. OPUS Uluslararası Toplum Araştırmaları Dergisi, 16(28), 1396-1415.
• Demir, G. (2021). Vakıf üniversitelerinde akademik performans analizi: Critic-Wedba bütünleşik model uygulaması. Uluslararası İktisadi ve İdari Akademik Araştırmalar Dergisi, 1(1), 39-50.
• Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60(1), 102501.
• Elkins, E. (2019). Algorithmic cosmopolitanism: on the global claims of digital entertainment platforms. Critical Studies in Media Communication, 36(4), 376-389.
• Fagerjord, A., & Kueng, L. (2019). Mapping the core actors and flows in streaming video services: What Netflix can tell us about these new media networks. Journal of Media Business Studies, 16(3), 166-181.
• Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12), e08603.
• Garbes, J. M., Harnecillo, D. C., Yu, C. A., & Pantoja, E. E. (2022). The effectiveness of Facebook advertisements of subscription-based video-on-demand streaming services to Filipino millennials. Journal of Business and Management Studies, 4(1), 1-7.
• 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.
• Keshavarz-Ghorabaee, M., Zavadskas, E. K., Turskis, Z., & Antucheviciene, J. (2016). A new combinative distance-based assessment (CODAS) method for multi-criteria decision-making. Economic Computation and Economic Cybernetics Studies and Research, 50(3), 25-44.
• 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.
• Li, B., Wang, Z., Liu, J., & Zhu, W. (2013). Two decades of internet video streaming: A retrospective view. ACM Transactions on Multimedia Computing, Communications, and Applications, 9(1), 1-20.
• 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.
• Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123(1), 642-656.
• Meier, L. M., & Manzerolle, V. R. (2019). Rising tides? Data capture, platform accumulation, and new monopolies in the digital music economy. New Media & Society, 21(3), 543-561.
• Menon, D. (2022). Purchase and continuation intentions of over-the-top (OTT) video streaming platform subscriptions: a uses and gratification theory perspective. Telematics and Informatics Reports, 5(1), 100006.
• Mudjahidin, Sholichah, N. L., Aristio, A. P., Junaedi, L., Saputra, Y. A., & Wiratno, S. E. (2022). Purchase intention through search engine marketing: E-marketplace provider in Indonesia. Procedia Computer Science, 197(1), 445-452.
• Mufazzal, S., & Muzakkir, S. M. (2018). A new multi-criterion decision making (MCDM) method based on proximity indexed value for minimizing rank reversals. Computers & Industrial Engineering, 119(1), 427-438.
• Mulla, T. (2022). Assessing the factors influencing the adoption of over-the-top streaming platforms: A literature review from 2007 to 2021. Telematics and Informatics, 69(1), 101797.
• Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65(1), 101534.
• Nijssen, E. J., & Ordanini, A. (2020). How important is alignment of social media use and R&D–Marketing cooperation for innovation success? Journal of Business Research, 116(1), 1-12.
• Palacios-Marqués, D., García, M. G., Sánchez, M. M., & Mari, M. P. (2019). Social entrepreneurship and organizational performance: A study of the mediating role of distinctive competencies in marketing. Journal of Business Research, 101(1), 426-432.
• Panchal, A., Shah, A., & Kansara, K. (2021). Digital marketing - search engine optimization (SEO) and search engine marketing (SEM). International Research Journal of Innovations in Engineering and Technology, 5(12), 17-21.
• Rahman, K. T., & Arif, Z. U. (2021). Impacts of binge-watching on Netflix during the COVID-19 pandemic. South Asian Journal of Marketing, 2(1), 97-112.
• Ramasoota, P., & Kitikamdhorn, A. (2021). “The Netflix effect” in Thailand: Industry and regulatory implications. Telecommunications Policy, 45(7), 102156.
• Santini, F. D., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(1), 1211–1228.
• Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
• Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98(1), 161-178.
• Setkute, J., & Dibb, S. (2022). “Old boys' club”: Barriers to digital marketing in small B2B firms. Industrial Marketing Management, 102(1), 266-279.
• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2021). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2021.09.005.
• Shih, B.-Y., Chen, C.-Y., & Chen, Z.‐S. (2013). An empirical study of an internet marketing strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing & Service Industries, 23(6), 528-540.
• Shon, M., Shin, J., Hwang, J., & Lee, D. (2021). Free contents vs. inconvenience costs: Two faces of online video advertising. Telematics and Informatics, 56(1), 101476.
• Silva, J. M., & Lima, R. C. (2022). Is Netflix a threat to the cable TV industry? Evidence from Brazil. Telecommunications Policy, 46(3), 102274.
• Singh, S., Singh, N., Kalinić, Z., & Liébana-Cabanillas, F. J. (2021). Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Systems with Applications, 168(1), 114241.
• Snyman, J. H., & Gilliard, D. J. (2019). The streaming television industry: Mature or still growing? Journal of Marketing Development and Competitiveness, 13(4), 94-105.
• Spilker, H. S., & Colbjørnsen, T. (2020). The dimensions of streaming: toward a typology of an evolving concept. Media, Culture & Society, 42(7), 1210-1225.
• Taylor, G., Alpert, J., Waddell, T. F., & Bylund, C. L. (2021). Streaming mindfulness: Well-being and mindfulness among subscribers to a video streaming service. Internet Interventions, 25(1), 100419.
• Tuş, A., & Adalı, E. A. (2018). CODAS ve PSI yöntemleri ile personel değerlendirmesi. Alphanumeric Journal, 6(2), 243-256.
• Ulutaş, A., & Karaköy, Ç. (2019). An analysis of the logistics performance index of EU countries with an integrated MCDM model. Economics and Business Review, 5(4), 49-69.
• Wakeel, S., Bingol, S., Bashir, M. N., & Ahmad, S. (2021). Selection of sustainable material for the manufacturing of complex automotive products using a new hybrid goal programming model for best worst method–proximity indexed value method. Journal of Materials: Design and Applications, 235(2), 385-399.
• Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(1), 543-556.
• Woodside, A. G., & Mir, P. B. (2019). Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science, 29(3), 343-357.
• Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117(1), 256-267.