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Currently YouTube is the most popular video website in Taiwan, and because of the economic benefits associated with internet celebrities, advertisers have started working with YouTube creators to create more business models. Therefore, this study develops the model of creator selection based on the advertiser's viewpoint. This study intends to develop a model to assist companies with selecting the optimal YouTuber for their purposes. First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating YouTubers. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives, and selects the optimal YouTuber. Additionally, a famous Taiwanese food company is used as an example to illustrate how a YouTuber is selected by applying this model. The results show that when advertisers select a YouTuber, they attach importance to the criteria of personal characteristics, marketing ability, social management ability, and production capacity.

As today's consumers encounter different types of media, communication channel has become omnipresent. The vast array of marketing tools available to advertisers have lessened the use of traditional media advertising and seen the rapid rise of Integrated Marketing Communications (IMC) in response to it. This study establishes a model divided into two sections. The first part uses the relevant literature and a Modified Delphi Method to find the best selection criteria for an IMC company's business manager, and Analytic Hierarchy Process (AHP) to determine the relative weights of the criteria. The second part uses the Grey Relational Analysis (GRA) to rank the alternatives and select the appropriate business manager. Finally, with an IMC company as an example, the authors use this model for empirical research. The results show that the emphasis on the criteria of professional competence, personal qualities, creative thinking, social skills and self-regulation. This research provides a new model for selecting a business manager, in addition to providing a reference basis for decision makers.

When enterprises want to gain visibility in the short term, the fastest way is through the TV media, with a penetration rate of 90%, to reach as many consumers possible. To ensure the optimal allocation of the media budget, the content of an enterprise's TV commercial should be well-grounded in the principles of advertising effectiveness. This study develops a model to aid businesses' selection of TV commercial scripts and the model is divided into two parts using the example of a real estate agency. The first is to build suitable criteria to evaluate TV commercial script via an analysis of relevant literature and the Modified Delphi method; the relative weights of the criteria were then determined via Analytic Hierarchy process (AHP). The other part is to determine the optimum script for TV commercial using the Grey Relational Analysis (GRA). The example of a famous real estate agency in Taiwan is used to show how TV commercial scripts can be selected using this model. The results address factors such as “Ease in Leading to Consumer Acceptance”, “Appearance of The Advertisement”, “Purpose of Community Message”, “Effects of The Advertisement”, and “Commercial Script Content Settings” that are the most vital criteria in sequence. How advertising appeals and gains consumer acceptance, how it renders consumers' needs, its effects, and the script's content that are the most vital criteria in the selection of brand TV commercial scripts. The proposed model helps the real estate agency to effectively select TV commercial scripts, making it highly applicable for both academia and commerce.

With the fast development of the Internet, communication tools are no longer limited to traditional media. Enterprises have become aware of the rapid emergence of social media in recent years. Social media marketing has become an important field that demands attention, especially its changing marketing strategies. It is necessary to designate a professional to manage the social media platforms of an enterprise to attract consumers. Hence this study develops a two-part model to assist employers in choosing the ideal social media manager. The first part derives criteria for choosing a social media manager by conducting a thorough literature review and employing the modified Delphi method. The second part applies the analytic hierarchy process to calculate and identify the best suited social media manager by ranking candidates according to the relative weights of the evaluation criteria. In addition, a renowned Taiwanese restaurant chain is used as an example, to demonstrate how a social media manager is selected by applying this model. The results show that enterprises emphasize social media capabilities, professional skills, innovation, personal characteristics, and social skills.

Along with the rise of social networks and mobile media, health communication models also change with each passing day. Compared to traditional media, are the new media more effective to achieve the dissemination of health knowledge, or help people and patients to implement lifestyle adjustments? With the shift in modern lifestyles, social media have revolutionized health communication. The means and channels for health communication are now very diversified. In order to assess the influence of social media in health communication, this study analyzed the “1922 Prevention Expert”, a campaign launched by Taiwan's Centers for Disease Control. In this study, the researchers collected data through interviews and a survey to investigate the use and outcomes of social media in health communication and explores how to use social media well in health communication.

In recent years, many companies have focused their budget on distribution marketing. Through distribution marketing, products can be more directly distributed to consumers and the rate of return is increased. The researchers in this study design a model for selecting distribution marketing companies on the basis of the perceptions of companies selling certain brands (BCs). First, the proposed model adopts the modified Delphi method to identify suitable criteria for evaluating distribution marketing companies. Next, the model applies the analytic hierarchy process (AHP) to determine the relative weights of evaluation criteria, ranks the alternatives and selects the distribution marketing company (DMC). This paper also adopts sensitivity analysis to examine how other evaluative criteria would change with any alterations in the weightings of the evaluation criteria. Additionally, a well-known Taiwanese beverage company is used as an example to prove how a DMC is selected by applying this model. The results indicated that BCs rank criteria in terms of importance as follows: store services, dispatching sales manpower, product management, service standards and cost consciousness. Finally, the model adopts Sensitivity Analysis to inquire into which criteria weights change the evaluative factor, and how other evaluative factors incur corresponding degrees of change. This proposed model can provide enterprises an objective and efficient method to select the optimal DMC.

The purpose of the present paper is to propose a decision model for both advertisers and advertising agencies to evaluate and select mobile application development firms. The researchers first refer to related literature and apply the Modified Delphi Method to postulate the most suitable selection criteria. Then, Analytic Hierarchy Process (AHP) is utilized to derive the relative weight and ranking of each decision criteria, which can be used for evaluating and selecting the most suitable mobile application development firm. Then a company, which serves as a case example, is selected for applying this model. The data analysis finds that when selecting mobile application development firms, both advertisers and advertising agencies hold mastery of mobile marketing skill as their top concern. Business marketing division also stress experience in mobile marketing operation, especially ability in innovative layout and execution. In contrast, advertising agencies are able to provide their clients with creative ideas and designs. Therefore, they do not care so much whether marketing application development firms have ability in innovative layout and execution. They are more concerned about ability in customer service, especially team communication and arbitration ability.

This study aimed to build an evaluation model for integrated marketing communications services of newspaper groups. First, researchers obtained the proper evaluation criteria by using related documents and the modified Delphi method to condense experts' opinions. Then, AHP (Analytical Hierarchy Process) was applied to determine the weights of these criteria, allowing researchers to order the alternatives and find the most suitable newspaper group to implement integrated marketing communications services. The model was then applied to a real case of a famous financial holding company in Taiwan, which was looking for a newspaper group as its partner to promote its company image. According to the research results, the criteria that the advertisers cared about, in order of importance, were as follows: scale of the newspaper organization, ability of planning and implementation, ability of resource integration, and choice of communication tools. This model can provide advertisers with an objective and efficient method of choosing the most suitable newspaper group, and is of certain value and contribution in academic circles and practices.

This study builds a model to evaluate and select vendors of customer relationship management (CRM) system for the medical tourism industry from the viewpoint of medical tourism industry. Literature in related fields was reviewed, and the modified Delphi method was applied to find proper evaluation and selection criteria for the model. Then the analytic hierarchy process (AHP) was applied to determine weights of criteria in order to rank vendors and pick the optimal choice of vendor of CRM system for the medical tourism industry. The case used in this study was a teaching medical institution. This evaluation and selection model was applied for an empirical study. The results show that the five main criteria were, in order: system integrators’ ability to provide services, system integrators’ ability to develop software, economic factors of system implementation, ability to implement data mining, ability to implement CRM. Operators in the medical tourism industry could use this model to select the best vedor of CRM system.

Recently, much of the world, including the World Health Organization, the European Union and many North American countries, have emphasized patient safety. Around the same time, Taiwan’s Department of Health (DOH) devoted a significant amount of resources to better the quality of medical treatment for their patients. This study explores perceptions of and attitudes towards patient safety among medical staff and patients in emergency departments. Analysis results indicate that medical staff and patients significantly differ in perceptions and attitudes. Results of this study provide a valuable reference for governmental authorities and hospital managers in formulating policies aimed at clarifying perceptions and attitudes regarding patient safety among medical staff and patients in emergency departments.

This study develops a model for selecting videos for city marketing. First, Modified Delphi Method was used to find suitable criteria to evaluate videos of city marketing. Next, Analytic Hierarchy Process (AHP) was used to determine the relative weights of the criteria. A local government in Taiwan is used as an example of how videos for city marketing can be selected with this model. Furthermore, this study found that there is a gap in the weights of criteria identified between operators and governments. Finally, this study used sensitivity analysis to survey the criterion weight of the degree of influence with an alternative hierarchy, making it applicable for academia and commerce.

Over the past years, researchers and practitioners in marketing fields have seen a dramatic growth of online games. This growth and development also influence players’ behavior and market change of hardware and software companies. This study proposes a model for selecting the optimal virtual products for online games by referring to the views of online players. The proposed model adopts the “modified Delphi method†to find suitable evaluative criteria for virtual products, and then applies the “grey relational analysis (GRA)†to rank the alternatives and select the best virtual products. In addition, the example of a renowned online game, MapleStory, is used to demonstrate the process of virtual products selection using this model. This model provides the online gamer an objective and effective way to select virtual products, and provides suggestions for the manufacturers of online games in regard to developing and improving the virtual products.

While Taiwanese hospitals dispose of large amounts of medical waste to ensure sanitation and personal hygiene, doing so inefficiently creates potential environmental hazards and increases operational expenses. However, hospitals lack objective criteria to select the most appropriate waste disposal firm and evaluate its performance, instead relying on their own subjective judgment and previous experiences. Therefore, this work presents an analytic hierarchy process (AHP) method to objectively select medical waste disposal firms based on the results of interviews with experts in the field, thus reducing overhead costs and enhancing medical waste management. An appropriate weight criterion based on AHP is derived to assess the effectiveness of medical waste disposal firms. The proposed AHP-based method offers a more efficient and precise means of selecting medical waste firms than subjective assessment methods do, thus reducing the potential risks for hospitals. Analysis results indicate that the medical sector selects the most appropriate infectious medical waste disposal firm based on the following rank: matching degree, contractor's qualifications, contractor's service capability, contractor's equipment and economic factors. By providing hospitals with an effective means of evaluating medical waste disposal firms, the proposed AHP method can reduce overhead costs and enable medical waste management to understand the market demand in the health sector. Moreover, performed through use of Expert Choice software, sensitivity analysis can survey the criterion weight of the degree of influence with an alternative hierarchy.

Taiwan's elderly citizens of 65 years or older account for more than 10% of the entire population. Therefore, this work presents an evaluation method based on resource-based theory and Porter's Diamond model to identify developmental trends and factors that would give enterprises a competitive advantage in the senior citizen housing industry. The proposed method can enable administrators of senior citizen housing to select the most feasible options by considering finance and market analysis-related concerns in order to ensure success in daily operations. In addition to enhancing the competency of administrators in making their housing productive in this increasingly competitive sector, the proposed method can provide a valuable reference for experts, academics and investors in the long-term care sector attempting to devise relevant marketing strategies.

By outsourcing their needs to companies in which health care is provided, medical institutions do not require additional budgeting for construction equipment, materials and personnel management, thus maintaining the quality of medical treatment without the pressure of increasing hospital revenues to achieve such an undertaking. However, when hospitals examine the feasibility of outsourcing operations of a medical unit, the analytic hierarchy process and extension theory are seldom adopted to establish the objectivity and weights of the assessment criterion. Therefore, this study analyzes the factors that influence operational expenses of a hospital, e.g., equipment investment, peripheral consumptive materials, personnel costs and utilities, by integrating the analytic hierarchy process and extension theory to optimize decision making. Outsourcing-related factors are identified through an exhaustive literature review and consultation with experts in the field. Exactly how these individual factors ...

A rapidly growing elderly population poses a major challenge for long-term care management. Disabled or chronically ill elderly individuals are often sent to residential nursing homes staffed by nursing care attendants in hospital subsidized facilities such as respiratory care centers and wards. Given changes in Taiwan’s National Health Insurance scheme, controlling personnel costs while maintaining highly quality services in order to maintain or increase hospital revenues is of priority concern. However, hospital administrators lack an effective means of evaluating the most qualified outsourcing agency efficiently. Therefore, this work presents an AHP-based decision-making technique to assess objectively the quality of outsourcing vendors of nursing care attendants as a viable alternative to decision-making approaches based on subjective evaluations. Criteria for outsourcing vendors and sub-criteria of nursing care attendants for medical are then evaluated using the Delphi technique. Moreover, r...

Since the National Health Insurance scheme was established in 1995, medical expenditures have been recorded via electronic media as the Taiwanese government promotes the use of the National Health Information Network (HIN), enabling medical institutions island wide to make data accessible and transparent in a digital form. The information system outsourcing attempts to simplify an enterprise's functions, thus enabling the enterprise to concentrate its core business, increase flexibility to compete with an external environmental change and save costs or cope with information technology personnel shortages. Therefore, this study develops a model for selecting MIS vendors. This study adopts the modified Delphi technique, the Analytic Hierarchy Process (AHP) and sensitivity analysis to develop an evaluation model for selecting the optimal outsourcing vendor of clinics in Taiwan to determine its effectiveness. According to this model, the clinical physician at the selecting MIS vendors will consider the proper...

PurposeThis study develops a new model for selecting public relations (PR) firms based on high‐tech industrial perceptions.Design/methodology/approachThe proposed model comprises two parts. The first part employs the analytic hierarchy process (AHP) for criteria weighting. The second part applies the grey relational analysis (GRA) to rank alternatives and select the optimum PR firm in the high‐tech industry.FindingsAnalytical results indicate that high‐tech enterprises consider criteria in the following order of priority: media ability, campaign ability, strategic planning, service team, cost consciousness and relationship maintenance. Furthermore, this study uses the example of a renowned high‐tech communications manufacturer in Taiwan to demonstrate the effectiveness of the model in PR firm selection.Originality/valueThe proposed model helps high‐tech enterprises to effectively select PR firms, making it highly applicable in academia and commerce.

This study develops a model for selecting Internet advertising networks. The proposed model adopts the “analytic hierarchy process” (AHP) to determine the relative weights of evaluative criteria, then ranks the alternatives and selects the optimum Internet advertising network for advertisers. Additionally, a famous Taiwanese food company is used herein as an example of how an Internet advertising network can be selected using this model. The proposed model helps advertisers to effectively select Internet advertising networks, making it highly applicable for academia and commerce.

This study develops a model for selecting public relations (PR) agencies based on high-tech industrial perceptions. The proposed model adopts ldquonominal group technique (NGT)rdquo to identify suitable assessment criteria for selecting PR agencies, and then applies the ldquogrey relational analysis (GRA)rdquo to rank alternatives and select the optimum PR firm for the high-tech industry. Furthermore, this study uses the example of a renowned high-tech communications manufacturer in Taiwan to demonstrate the effectiveness of the model in PR firm selection. The proposed model helps high-tech enterprises to effectively select PR agencies, making it highly applicable in academia and commerce.

This study developed project purchase medical information system model in this comprises two stages. In the first stage, the Analysis Hierarchy Process (AHP) and Grey Relational Analysis (GRA) are used to determine the relative weights. In the second stage, the modified Delphi technique is used to identify the most appropriate purchase criteria, and then the Analytic Network Process (ANP) theory is applied to determine the objective weight values. The proposed model can provide primary clinic administrators with a decision-making and purchase criteria that actively encourage the medical sector outsource to information technology contractors.