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Asian Journal of Information and Communications 12(1)
Asian Journal of Information and Communications 12(1)

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Asian Journal of Information and Communications

Utilization of Delphi method and analytic hierarchy process to conduct key factors of viral marketing to Taiwan’s sports industry Chia Huei Hsiao and Shih Teng Chiu

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  • 2020-10-07
To spread message and information rapidly, the pattern of viral spreading could be
considered as an efficient way to become a model to marketing campaigns which is also
called viral marketing. Especially on social websites, the message could transfer faster than
traditional word-of-mouth. Meanwhile, the market value of the sport industry grows yearly
in most countries and sport marketing campaigners are also trying to use this method as
their marketing strategies, such as Nike, Under Armour and North American professional
sports. In this study, we tried to know the critical success factors to Taiwan’s sports industry
to increase their marketing performance. Thus, we use the Delphi method and the analytic
hierarchy process to identify the key factors and the weight of the key factors to know how
to make marketing strategies more efficient. In the result, we found that it is crucial to
design the content cautiously and one should use a social framework to drive messages of
marketing campaign strategies to Taiwan’s sports industry.

Keywords: share rate, key success factor, spread viral messages
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