Integrated SWOT analysis with multiple preference relations: Selection of strategic factors for social media

Buyukozkan G., Ilicak O.

KYBERNETES, vol.48, no.3, pp.451-470, 2019 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 48 Issue: 3
  • Publication Date: 2019
  • Doi Number: 10.1108/k-12-2017-0512
  • Journal Name: KYBERNETES
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.451-470
  • Keywords: Social media, SWOT analysis, Group decision making, Multiple preference relations, GROUP DECISION-MAKING, CUSTOMER REQUIREMENTS, FUZZY ANP, MODEL, PRIORITIZATION, FRAMEWORK, INDUSTRY, FORMATS, IMPACT, GDM
  • Galatasaray University Affiliated: Yes


Purpose SWOT (strengths, weaknesses, opportunities, threats) analysis is a powerful approach for evaluating the strengths and weaknesses of an organization with an internal perspective. The approach also takes into account the opportunities and the threats from an external point of view. These features make SWOT a commonly used approach in strategic management. The purpose of this paper is to propose an integrated SWOT analysis with multiple preference relations technique, to show the application of the proposed methodology, to prioritize the strategic factors and to present alternative strategies for ABC, a case company, which is targeting to use social media more effectively. Design/methodology/approach In this study, expert opinions are used to identify SWOT factors of ABC on social media. The obtained findings are evaluated and each factor is prioritized by means of the multiple preference relations technique. Findings The proposed evaluation model has four main groups, namely, strengths, weaknesses, opportunities, threats, under which 17 factors are identified. As a result of the evaluations, "O2: Opportunity to contact a large number of users simultaneously at affordable cost" has the highest importance level among other factors. Alternative strategies are developed based on the obtained results. Originality/value Decision-makers who have different backgrounds or ideas can state their preferences in different formats. Multiple preference relations technique is used to combine different assessments. SWOT analysis with multiple preference relations technique with a group decision-making perspective is proposed. This is the first time the method is used in the social media-related literature. With this study, the most appropriate social media strategic factors are selected for ABC and alternative strategies are determined based on the results.