Identifying and ranking the opportunities and challenges of the effective of advertising messages in social media with a fuzzy hierarchical approach

Despite the increase and widespread use of social media in businesses, the identification and ranking of this new approach in the literature of the marketing field has been neglected. The current research was conducted with the aim of identifying and ranking the opportunities and challenges of the effect of advertising messages in social media. This research is based on mixed research, qualitative and quantitative, which is applied in terms of purpose and descriptive in terms of nature and method. The statistical population of the research is the experts of Iran Chamber of Commerce, Iran Trade Development Organization and academic experts. 31 members of the statistical population were selected using the snowball sampling method. The tool for collecting information is a paired comparison questionnaire. In the first stage, using the literature review and research background, opportunities and challenges were identified, and in the qualitative stage, by implementing the Delphi technique, the conceptual model of the research was extracted in the form of three main criteria and 18 sub-criteria. In the quantitative part of the research, using the fuzzy hierarchical method, it was found that in the field of opportunities, criteria related to marketing and advertising have the main priority, and in the field of challenges, criteria related to social factors have the highest priority. Indicators of breaking geographical borders in advertising and having a large audience from the social criterion as the first and second indicators in the section KeywordSocial media, advertising messages, opportunities and challenges, Delphi technique, fuzzy hierarchy