This study aims to apply analytic hierarchy process method by surveying social media network (SMN) users to identify the importance of four major criteria and 16 sub-criteria. This research interviews SMN users who have experienced in using Facebook, Twitter and Pinterest. The result shows that social-integration plays an important role for Facebook users, whereas self-integration plays critical role for Twitter and Pinterest users. By identifying the most essential criteria, self-integration is the most essential criterion whereas social-interaction is the least important criterion identified for SMN users. The results can be reapplied for future update SMN sites for evaluation to deliver a new market analysis and to gain competitive advantages.
Quality & Quantity – Springer Journals
Published: Jul 15, 2014
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