SELECTION OF SOCIAL CHANNELS OF COMMUNICATION ON THE EXAMPLE OF AN AGRICULTURAL COMPANY

Miroslav Nedeljković; Svetozar  Krstić; Sveto  Rakić

doi:10.59267/ekoPolj2502631N

Authors

Miroslav Nedeljković Institute of Agricultural Economics, Volgina Street no. 15, 11000 Belgrade, Serbia
Svetozar Krstić Academy for Hospitality, Tourism and Wellness Belgrade, Tosin Bunar no. 179 đ, 11000 Belgrade, Serbia
Sveto Rakić Faculty of Agriculture, University of Belgrade, Nemanjina street no. 6, 11080 Belgrade, Serbia

DOI:

https://doi.org/10.59267/ekoPolj2502631N

Keywords:

agricultural company, communication channels, company, SiWieC method, RAWEC method, fuzzy logic

Abstract

The paper selected the most efficient social communication channel in an agricultural enterprise. On this occasion, an innovative expert decision-making method was used, namely its fuzzy variant SiWeC and RAWEC. Ten criteria and six alternatives were set, and the results show that the criteria “Number of users”, “User characteristics” and “Feedback speed” have the greatest importance, while the most important (most favorable) social channel of communication is “facebook.”The successful application of the method used was confirmed, as well as the importance of certain factors in the form of analyzed criteria, the number of which should be increased in future research, and the method itself should be further developed.

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