Proceedings of the 6th International Conference on Future of Business, Management and Economics
Year: 2024
DOI:
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A Comparative Analysis of the Impact of Self-Media Online Marketing on Audience Traffic Using the Analytic Hierarchy Process
Yuyu Chen, Pinghua Ho
ABSTRACT:
This study invited several experts from related fields, including travel influencers, professors of hospitality and tourism, and travel agency operators, to complete an Analytic Hierarchy Process (AHP) questionnaire. The AHP questionnaire was then used to develop a decision-making hierarchy and determine which criteria were most important in generating viewer traffic to social media posts. Subsequently, to test the effectiveness of these criteria in promoting viewer traffic, the researcher used two different social media platforms to act as the experimental and control groups. The experimental group incorporated the AHP results to change the form and content, while the control group did not. The number of viewers for each group was measured and analyzed using independent sample T-tests to determine the relative weights of each criterion in promoting viewer traffic—experimental group and control group of the AHP results. The AHP analysis results showed that among the five factors (posting format, domestic travel, international travel, article content, posting frequency), The article content had the greatest impact on viewer traffic. In the second phase of the experiment, the form and content were changed by incorporating the above five factors. The experimental group posted short videos every two days based on themes of food introductions, attraction introductions, and budget sharing cyclically. The experimental results showed significant improvement, indicating that the AHP analysis results could increase viewership and viewer traffic to travel social media accounts.
keywords: Self-media, travel community, hierarchical analysis method, audience traffic, online marketing