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Assessing the role of new media in modern information society using the analytic network process

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Abstract

With the advancement of technology and digital transformation almost everything is online. Social media business has become a trend in the modern-day industry. Business owners do not have faith in business digitization as they think it is expensive and time-consuming which cannot be substituted by approaches of conventional marketing. With the passage of time, internet marketing, digital transformation, social medial, and so on are becoming popular. Digital transformation has become meaningful but people do not know the importance of social media. The use of social media in the digital era and modern-day industry has become a concrete way of motivating the exchange of information within the social sphere. Social media has different aspects like people for expressing themselves, having fun, communicating, and many others. Social media are becoming popular with individuals and people are sometimes using them to benefit their own businesses. Social media is becoming a wide-range marketing platform for identifying consumers with improved aspects of business leading the band promotion benefits with the audience. Decisions at an early stage about the role of online media in business become one of the burning issues of modern industry which can benefit the business of the organization. The proposed study has presented the research in two-phase, the first one is to show the existing literature with different analyses, and in the second phase, the role of online media in business is evaluated through the Analytic Network Process. The results of the process showed better performance and applicability of the proposed approach.

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Authors and Affiliations

  1. Faculty of Arts, Design and Architecture, The University of New South Wales, Kensington, NSW, 2052, Australia

    Chen Qiu

  2. School of Journalism and Communication, Chinese University of Hong Kong, Hong Kong, China

    Carry Ruikai Yu

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  1. Chen Qiu
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  2. Carry Ruikai Yu
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Correspondence to Carry Ruikai Yu.

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Qiu, C., Yu, C.R. Assessing the role of new media in modern information society using the analytic network process. Soft Comput 27, 3983–3997 (2023). https://doi.org/10.1007/s00500-022-07541-7

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