Developing a Selection Model for the Bloggers Using Analytic Hierarchy Process and Grey Relational Analysis

• Main Authors: SHAO,CHIA-CHI, 邵家棋
• Other Authors: HSU,PI-FANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71804723069925979522

碩士 === 世新大學 === 傳播管理學系 === 104 === The tool of marketing now is not only use in the traditional media, but also use in new media. The use of social media and electronic word of mouth (e-WOM) growth rapidly now. The enterprises start to pay attention to the operation of the blog. And how to attract the consumer’s attention is one of top things in marketing. Thus, the enterprises need appropriate bloggers to promoting products. The study develops a model to help business owners to select the appropriate bloggers. This study established the model divided into two section, the first part is through the relevant literature and Modified Delphi Method to find the suitable evaluative criteria of the bloggers, next, through Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. Second part is uses the Grey Relational Analysis (GRA) to ranks the alternatives and selects the appropriate bloggers. Additionally, a famous Taiwanese skincare company is used herein as an example of how bloggers can be selected using this model. Overall, this thesis provides a new model for selecting bloggers, in addition to providing a reference basis for decision makers, making it highly applicable for academia and commerce.