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A Decision-Aid Approach to Social Media Assessment Using PROMETHEE II in Greek Grocery Retail

Research Article

Authors: Theodore Tarnanidis; Jason Papathanasiou; Bertrand Mareschal; Maro Vlachopoulou; Vijaya Kittu Manda

DOI: https://doi.org/10.3390/admsci16030114

Journal Name: MDPI Administrative Sciences; ISSN: 2076-3387

Publisher: MDPI

Volume Number: 16 (3)

Journal Paper Link on Publisher Website

Journal Volume Link on Publisher Website

Publication Date: February 27, 2026

Abstract: This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital communication and the growing need for sustainable marketing resources, supermarkets require effective methods to evaluate social media platforms beyond isolated metrics. The study employs the Visual PROMETHEE program, an MCDA that incorporates qualitative insights from 27 supermarket managers in Northern Greece, along with the PROMETHEE II multi-criteria decision analysis method. At the outset, managers evaluated the importance of thirty-four social media performance factors with a five-point scale. Seven core evaluation criteria are identified by aggregating importance ratings and qualitative analysis: return on investment, revenue contribution, lead generation, engagement, cost efficiency, feedback, electronic word of mouth (eWoM), and reach. The use of these criteria later led to the evaluation of seven major social media platforms. A transparent ranking of platforms is presented, based on the results. The ranking highlights significant performance differences across financial, engagement, and reputational dimensions. The findings demonstrate the importance of integrating managerial guidance with multi-criteria analysis to inform long-lasting and evidence-based marketing decisions in retail.

Keywords: social media advertising; supermarkets; PROMETHEE II; multi-criteria decision analysis; sustainability; digital marketing

Cited References: 71

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Research works citing this work..

Comparative Performance of Organic Social Media Campaigns on Facebook, Instagram, and YouTube: Engagement Metrics and Sales Conversion Outcomes
June 2026 / Samuel Paul Isaac / Journal Paper / Indian Journal of Science and Technology; 19(19):1252-1259
A practical framework for selecting PROMETHEE preference functions in marketing decision-making
13 August 2026 / Theodore Tarnanidis; Bertrand Mareschal; Jason Papathanasiou; Maro Vlachopoulou; Vijaya Kittu Manda; Bruno Sousa / Journal Paper / Springer / Journal of Marketing Analytics / Received: 2 July 2026 / Accepted: 13 August 2026
PROMETHEE preference functions in Marketing and Management decision-making: a methodological framework and applications
October 2026 Theodore Tarnanidis; Vasileios Ismyrlis Conference paper / Conference: 13th International Pan-Hellenic Conference on Data AnalysisAt: Aristotle University, Thessaloniki, Greece

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