Affiliate Marketing Strategies for Social Media Platforms - Azen Network

Molder, Joseph; Wang, Hao; Stumpf, Clarice

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Affiliate Marketing Strategies for Social Media Platforms - Azen Network

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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.

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