Developing a Selection Model for YouTubers Suited for Ad Placement Video Using AHP

2020 ◽  
Vol 12 (2) ◽  
pp. 1-14
Author(s):  
Pi-Fang Hsu ◽  
Yi-Xuan Lin
Keyword(s):  
Business Models ◽  
Evaluation Criteria ◽  
Production Capacity ◽  
Personal Characteristics ◽  
Economic Benefits ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Management Ability ◽  
Proposed Model ◽  
Social Management

Currently YouTube is the most popular video website in Taiwan, and because of the economic benefits associated with internet celebrities, advertisers have started working with YouTube creators to create more business models. Therefore, this study develops the model of creator selection based on the advertiser's viewpoint. This study intends to develop a model to assist companies with selecting the optimal YouTuber for their purposes. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating YouTubers. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives, and selects the optimal YouTuber. Additionally, a famous Taiwanese food company is used as an example to illustrate how a YouTuber is selected by applying this model. The results show that when advertisers select a YouTuber, they attach importance to the criteria of personal characteristics, marketing ability, social management ability, and production capacity.

An Outsourcing Decision Model Based on AHP and Sensitive Analysis for Distribution Marketing Companies

2014 ◽  
Vol 5 (2) ◽  
pp. 38-51
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Ying-Hua Chu
Keyword(s):  
Sensitivity Analysis ◽  
Evaluation Criteria ◽  
Product Management ◽  
Management Service ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Criteria Weights ◽  
Outsourcing Decision ◽  
Service Standards

In recent years, many companies have focused their budget on distribution marketing. Through distribution marketing, products can be more directly distributed to consumers and the rate of return is increased. The researchers in this study design a model for selecting distribution marketing companies on the basis of the perceptions of companies selling certain brands (BCs). First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating distribution marketing companies. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives and selects the distribution marketing company (DMC). This paper also adopts sensitivity analysis to examine how other evaluative criteria would change with any alterations in the weightings of the evaluation criteria. Additionally, a well-known Taiwanese beverage company is used as an example to prove how a DMC is selected by applying this model. The results indicated that BCs rank criteria in terms of importance as follows: store services, dispatching sales manpower, product management, service standards and cost consciousness. Finally, the model adopts Sensitivity Analysis to inquire into which criteria weights change the evaluative factor, and how other evaluative factors incur corresponding degrees of change. This proposed model can provide enterprises an objective and efficient method to select the optimal DMC.

Developing a Hierarchy Model for Selection of Social Media Manager

2015 ◽  
Vol 7 (1) ◽  
pp. 17-31
Author(s):  
Pi-Fang Hsu ◽  
Yi-Wen Su ◽  
Chia-Wen Tsai
Keyword(s):  
Social Media ◽  
Evaluation Criteria ◽  
Personal Characteristics ◽  
Internet Communication ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
The Social ◽  
Fast Development ◽  
Social Media Platforms ◽  
Important Field

With the fast development of the Internet, communication tools are no longer limited to traditional media. Enterprises have become aware of the rapid emergence of social media in recent years. Social media marketing has become an important field that demands attention, especially its changing marketing strategies. It is necessary to designate a professional to manage the social media platforms of an enterprise to attract consumers. Hence this study develops a two-part model to assist employers in choosing the ideal social media manager. The first part derives criteria for choosing a social media manager by conducting a thorough literature review and employing the modified Delphi method. The second part applies the analytic hierarchy process to calculate and identify the best suited social media manager by ranking candidates according to the relative weights of the evaluation criteria. In addition, a renowned Taiwanese restaurant chain is used as an example, to demonstrate how a social media manager is selected by applying this model. The results show that enterprises emphasize social media capabilities, professional skills, innovation, personal characteristics, and social skills.

Developing a Hierarchy Model for Selection of Social Media Manager

2018 ◽  
pp. 163-175
Author(s):  
Pi-Fang Hsu ◽  
Yi-Wen Su ◽  
Chia-Wen Tsai
Keyword(s):  
Social Media ◽  
Evaluation Criteria ◽  
Personal Characteristics ◽  
Internet Communication ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
The Social ◽  
Fast Development ◽  
Social Media Platforms ◽  
Important Field

With the fast development of the Internet, communication tools are no longer limited to traditional media. Enterprises have become aware of the rapid emergence of social media in recent years. Social media marketing has become an important field that demands attention, especially its changing marketing strategies. It is necessary to designate a professional to manage the social media platforms of an enterprise to attract consumers. Hence this study develops a two-part model to assist employers in choosing the ideal social media manager. The first part derives criteria for choosing a social media manager by conducting a thorough literature review and employing the modified Delphi method. The second part applies the analytic hierarchy process to calculate and identify the best suited social media manager by ranking candidates according to the relative weights of the evaluation criteria. In addition, a renowned Taiwanese restaurant chain is used as an example, to demonstrate how a social media manager is selected by applying this model. The results show that enterprises emphasize social media capabilities, professional skills, innovation, personal characteristics, and social skills.

An Endorsement Selection Model for Sports Celebrities in China

2018 ◽  
Vol 10 (2) ◽  
pp. 1-13
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

scholarly journals Model for Evaluating Outsourcing Logistics Companies in the COVID-19 Pandemic

Logistics ◽  
2021 ◽  
Vol 5 (3) ◽  
pp. 64
Author(s):  
Cheng-An Tsai ◽  
Tien-Hwa Ho ◽  
Jyh-Shyan Lin ◽  
Chien-Chih Tu ◽  
Che-Wei Chang
Keyword(s):  
Hierarchical Structure ◽  
Manufacturing Industry ◽  
Stage Model ◽  
Two Stage ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
The Hierarchical Structure ◽  
Outsourcing Logistics ◽  
Hierarchy Process

The COVID-19 pandemic has severely affected the world’s manufacturing industry, particularly in terms of the continued increase in logistics costs that has led to an increase in business operating costs. This study proposes a two-stage model for evaluating the most appropriate outsourcing logistics companies for a manufacturing factory. In the first stage, a modified Delphi method was used to recruit experienced experts to determine criteria for evaluating outsourcing logistics vendors and establish a hierarchical structure. In the second stage, the analytic hierarchy process (AHP) was used to evaluate suitable logistics companies based on the hierarchical structure. Finally, a case study was conducted to demonstrate the suitability of the two-stage model for evaluating outsourcing logistics companies for reducing logistics costs while maintaining service quality. The proposed model can be used as a basis for evaluating outsourcing logistics companies.

scholarly journals Evaluation of Economic Benefits of Smart City Initiatives

2021 ◽  
Vol 1 (1) ◽  
pp. 32-42
Author(s):  
Aik Wirsbinna
Keyword(s):  
Smart City ◽  
Business Models ◽  
Evaluation Criteria ◽  
Economic Benefits ◽  
High Tech ◽  
Potential Contribution ◽  
The Public ◽  
Public Money ◽  
The City ◽  
Telecommunications Companies

Cities around the world are investing heavily in the design and implementation of Smart City Initiatives. A lot of public money goes into the smart city approach. Not only on the public side, but also for companies, smart city business models in this context are interesting. Global high-tech companies such as IBM, Cisco, SAP Research and Mitsubishi Electric work in large projects in Asia and Arabia. In Germany, there are also large telecommunications companies, mobile companies but also companies close to the city, such as energy suppliers or local IT companies with important knowledge of locality trying to enter the field. The global Corona Pandemic 2020 is accelerating this path too. Various efforts have been made to assess the results of these projects and initiatives. This study offers an analysis of the economic benefits of smart city initiatives. The main drivers and evaluation criteria will be examined to identify and to examine their potential contribution to the development of smart city. This article deals with the economic benefits of Smart City Initiatives. An attempt is made to develop and describe the most important economic benefits as categories from the literature analysis.

An Endorsement Selection Model for Sports Celebrities in China

2021 ◽  
pp. 142-156
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Selection Model ◽  
Celebrity Endorsement ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

Developing a Decision Model for Selecting the Scripts of Trendy Taiwanese Dramas

2020 ◽  
Vol 11 (4) ◽  
pp. 39-51
Author(s):  
Pi-Fang Hsu ◽  
Hua-Lin Yang
Keyword(s):  
Analytic Hierarchy Process ◽  
Subject Matter ◽  
Delphi Method ◽  
Decision Model ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
The Subject ◽  
Hierarchy Process

The script of a drama is key to achieving an outstanding performance. This study develops a new model for selecting the scripts of Taiwanese dramas based on the production manager's perceptions. First, the proposed model adopts the modified delphi method to determine suitable evaluative criteria for the scripts of contemporary Taiwanese dramas. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, thereafter rating the alternatives and selecting the best script. Additionally, a Taiwanese company is used how the scripts of Taiwanese dramas can be selected using this model. The results indicate that important criteria, in order of important, are characteristics of the story, the subject matter of the script, the meaning of the words, and the scriptwriter. The proposed model helps companies to effectively select the scripts of Taiwanese dramas, making it highly applicable for academia and commerce.

Optimizing the Host of a Travel Program for Commercial TV Stations by Using the AHP and Sensitivity Analysis

2014 ◽  
Vol 6 (3) ◽  
pp. 30-42
Author(s):  
Pi-Fang Hsu ◽  
Chia-Wen Tsai ◽  
Kun-Chung Chen
Keyword(s):  
Sensitivity Analysis ◽  
Delphi Method ◽  
Research Model ◽  
Weight Changes ◽  
Analytic Hierarchy ◽  
New Host ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Proposed Model ◽  
Hierarchy Process

This study develops a model for selecting a host for a travel show. First, the proposed model adopts the “Modified Delphi Method” to find out suitable criteria to evaluative hosts of travel shows. Next, the research model applies the “Analytic Hierarchy Process (AHP)” to determine the relative weights of the evaluative criteria, and then ranks the alternatives and selects the optimum host for a travel show. Additionally, a well-known Taiwanese TV station is taken as an example, to demonstrate how a new host of a travel show is selected by applying this model. The results indicate that managers of commercial TV stations rank criteria in the following order of importance: “Image”, “Viewpoint from production”, “Professional skills”, and “Personal conditions”. Eventually, using the sensitivity analysis to test criteria when assessing factors of weight changes and how about the other assessment factors.

Optimal Selection of Korean Dramas for Commercial TV Stations in Taiwan by Using the AHP

2013 ◽  
Vol 5 (2) ◽  
pp. 14-24 ◽  
Author(s):  
Pi-Fang Hsu ◽  
Shu-Yu Lin ◽  
Chia-Wen Tsai
Keyword(s):  
Delphi Method ◽  
Optimal Selection ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Evaluative Criteria ◽  
Advertising Budget ◽  
Proposed Model ◽  
Hierarchy Process ◽  
Model Apply ◽  
Selection Of

This study develops a model for selecting Korean dramas based on TV station manager’s perceptions. First, the proposed model adopts the modified Delphi method to find out the suitable evaluative criteria of Korean dramas. Next, the model apply the analytic hierarchy process (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the best Korean dramas. Additionally, a famous Taiwanese commercial TV station is used here in as an example of how a Korean dramas can be selected using this model. The results indicated that concerns think highly of criteria in order are drama content perspective, cast perspective, advertising budget perspective, foreign data of origin perspective. The proposed model helps commercial TV to effectively select Korean dramas, making it highly applicable for academia and commerce.

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