Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Abstract

Due to the fierce international competition in today’s clothing market, businesses have started to pay more attention to marketing activities. One of the most popular of these marketing activities is Instagram marketing. For this reason, the aim of this study was to identify the problems faced by clothing businesses that perform garment marketing on Instagram, to rank them in order of importance and to develop solutions to the most important problems. Within the scope of the research, firstly, the problems encountered by businesses while marketing clothing on Instagram were determined through data obtained from 14 businesses through a designed questionnaire. The problems identified are technical problems, cargo-related problems, difficulty in increasing the number of followers, and various other issues. Secondly, all the problems identified in the research were ranked by the Pythagoras Fuzzy AHP Method according to the degree of importance; increasing the number of followers, technical problems, lack of trust and others. In the last stage of the research, expert opinion from Instagram marketing experts of 14 businesses was used to develop solutions to the three most important problems previously identified. The solution suggestions developed are as follows: to increase the number of followers of businesses, to increase the number and variety of advertisements and to make advertising campaigns continuous; for technical problems - to share purchase links to customers, to keep the programs used constantly updated, to get professional support and to focus more on story ads instead of post ads; and for the problem of lack of trust - honesty, phenomenon support, product photo shoots within the business.