Analysis and Evaluation of the Social Media Usage of the Logistics Companies Listed in Fortune 500 Turkey

Abstract

Technology, which takes place in every area of life, now mediates many virtual platforms where crowds met. By using social media platforms, which provide the opportunity to reach large audiences and create interactive communication, bring together all business stakeholders. In this study, it is proposed to determine the social media usage level of Turkey's leading logistics companies. In this direction, the official web sites of the companies and their specific social media platforms are examined. For evaluating the social media usage of the companies, we take in to account the Twitter, Facebook, Instagram and YouTube platforms. In this context, a hybrid Multi-Criteria Decision Making method has been proposed in this study. Fuzzy Analytical Hierarchy Process method is used to identify criteria weights and the Grey Relational Analysis method was used to evaluate the social media performance of the alternatives. According to the results obtained by using fuzzy AHP method; Twitter and Official Web pages were found to be the most important criteria affecting the social media performance of enterprises. The least impact in performance appraisal is the activities carried out on Instagram and YouTube social networks. As a result of the calculations made using the hybrid model, Turkish Airlines has the highest social media performance score. It is seen that the enterprises, which are in the top 3 in the ranking, are in the aviation sector.