Application of analytical hierarchy process model in selecting an appropriate digital marketing communication technology: A case study of a textile company

Differently from traditional marketing communication, digital marketing communication is characterized to facilitate efficiently communication between businesses and consumers through different digital technologies such as social media platforms, artificial intelligence, virtual reality, and augmented reality. However, the successful selection of an appropriate digital marketing communication technology has become crucial for the businesses that aims to promote their products efficiently. In the case of a textile company in Uzbekistan, our work aims to show how to select an appropriate digital marketing communication tool compatible with company marketing strategy and target market by using analytical hierarchy process model, so as to support the marketing communication-based decision making of businesses. In this regard, selection criteria are identified through extensive review of relevant literature and stakeholder interview (including questionnaire) and then importance of each criterion is measured based on the analytical hierarchy process model to develop hierarchy of those criteria. The ranking of five alternative marketing communication technologies is identified based on the success scores derived from consumer-based survey and selection criteria weights. The results show that social media platforms such as telegram are more preferable to be implemented in digital marketing communication activities of the company. Through the analytical hierarchy process model, we uncovered important recommendations for businesses in retail industry about enhancing their marketing communication strategies.