Selecting Appropriate Bloggers for Word-of-mouth Marketing via Grey Relational Analysis

Pi-Fang Hsu ； Chia-Chi Shao

《International Journal of Uncertainty and Innovation Research》 1卷3期 (2019/12) Pp. 227-237

摘要

For the research, a model has been developed for selecting word-of-mouth marketing bloggers on the basis of enterprises' perceptions. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating bloggers. Next, the model applies the grey relational analysis to ranks the alternatives and selects the appropriate bloggers. The study summarizes the four main criteria and eighteen sub-criteria for bloggers selection. The four criteria that include personal characteristics; professional competence of operating blog; social skills, and social operations and creative ability. Additionally, a famous Taiwanese skincare company is used herein as an example of how bloggers can be selected using this model. The proposed model helps enterprises effectively choose appropriate bloggers for social media marketing, making it highly applicable in academia and commerce.

關鍵字

Word-of-Mouth ； Bloggers ； Grey relational analysis ； Taiwanese skincare company