Essence of social network platforms

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Дулька О. Б., Vasiuta S. P., Sosnovska O. O. № 1 (66) 80-91 Image Image

This paper presents a practical mechanism for implementing the hierarchical analysis method and its potential application in marketing activities. The content of the conducted research lies in determining the effectiveness of the functionality of social network platforms in promoting businesses.

Nowadays, more and more people prefer to spend their free time on social networks. They have become a convenient and popular resource for obtaining new information, communicating with friends, and colleagues at work, and simply sharing interesting moments from their lives with friends. However, in addition to the entertainment function, personal pages on social networks play the role of a working tool.

When analyzing the content of social networks, it can be noticed that practically every product or service that is used in everyday life is represented on social networks. It is also difficult to imagine a large corporation that does not work, sell, or advertise its services and goods on social networks. Therefore, connecting to social media is primarily essential for business success.

On the basis of the conducted research, it is possible to assert that the hierarchical analysis method is considered a general theory of measurement. This methodology is used to solve many practical problems at different levels of planning. Moreover, it is used to compare based on real values or assumptions that reflect possible preferences.

The hierarchically structured model obtained from the study clearly shows the priority of criteria for the effectiveness of the functionality of social media platforms. The conducted research shows that an effective design and security of a social network will ensure convenience in using the tool for the effective management and promotion of one’s own business.

Keywords: social network, Internet, marketing, criteria, matrix, hierarchy, graph.

doi: 10.32403/1998-6912-2023-1-66-80-91

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