This project aims to provide aZen Networks with a ranking of five social media platforms- Instagram, Facebook, TikTok, Twitter, and Pinterest- in order of effectiveness for affiliate marketing. These platforms were evaluated on three major factors- Platform characteristics, Openness, and Virality, these were meant to encompass all relevant features pertaining to affiliate marketing. The data for these factors was collected from databases and direct observation and interaction with platforms. Data analysis was completed through Analytic Hierarchy Process (AHP), Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), and Simple Multi-Attribute Rating Technique (SMART) and sensitivity analysis was performed to determine the validity of results. The final platform ranking is Instagram, Facebook, TikTok, Twitter, Pinterest. Future recommendations include exploring other platforms and improving the robustness of the methodology with a higher sample size.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Molder, Joseph
• Wang, Hao
• Stumpf, Clarice

Subject

• Industry
• Innovation
• Project-Based Learning

Publisher

• Worcester Polytechnic Institute

Identifier

• 115663
• E-project-010224-122948

Keyword

• Social Media Platforms
• Multi-Criteria Decision Making
• Affiliate Marketing

Advisor

• Pu, Hansong
• Sarkis, Joseph

Year

• 2024

Center

• Hangzhou, China Project Center - IQP

Sponsor

• aZen Networks - Dr. Felix Xia

UN Sustainable Development Goals

• 9 - Industry, Innovation and Infrastructure

Date created

• 2024-01-02

Resource type

• Interactive Qualifying Project

Source

• E-project-010224-122948

Rights statement

• In Copyright

Last modified

• 2024-02-07