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

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.