Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS

Şengül, Ümran; Eren, Miraç

doi:10.4018/978-1-4666-8808-7.ch005

Cited by 10 publications

(3 citation statements)

References 31 publications

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“…Korucuk et al [10] have assessed the green approaches and digital marketing strategies for twin transition through Fermatean fuzzy SWARA and COPRAS methods. Sengul and Eren [11] proposed the theory in which they used fuzzy AHP and fuzzy TOPSIS methods and utilized these approaches for the selection of digital marketing tools.…”

Section: Introductionmentioning

confidence: 99%

Complex Fuzzy Rough Set: An Application in Digital Marketing for Business Growth

Yi,

Ahmmad,

Mahmood

et al. 2024

IEEE Access

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Two-dimensional approach is very important in real-life scenarios. To address situations where two-dimensional information is involved, the theory of complex fuzzy set (CFS) is a reliable and applicable structure. The CFS gives a more expressive structure for modeling uncertainty and imprecision where 2 nd dimension is included. On the other hand, the notion of rough set (RS) is interpreted by two components that is upper and lower approximation, that provide more space in decision-making (DM) dilemmas. To get the benefits and advantages of the CFS and RS, in this manuscript, we interpret the theory of a complex fuzzy rough set (CFRS) by employing complex fuzzy relations. We also devise the operations such as addition, product, scalar product, scalar power, union, intersection and complement for the theory of CFRS. Further, in the structure of CFRS, we devise the aggregation operators (AOs) that are complex fuzzy rough weighted averaging (CFRWA), complex fuzzy rough ordered weighted averaging (CFROWA), complex fuzzy rough weighted geometric (CFRWG) and complex fuzzy rough ordered weighted geometric (CFROWG). We initiate a technique identified as "weighted aggregates sum product assessment" (WAPAS) by employing devised AOs in the environment of CFRS. After that, to reveal the applicability of the anticipated theory and WASPAS technique, we identify and order digital marketing for business growth. Finally, to demonstrate the superiority of the introduced concept, we compare our work to some already-existing ideas.

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Section: Introductionmentioning

confidence: 99%

Complex Fuzzy Rough Set: An Application in Digital Marketing for Business Growth

Yi,

Ahmmad,

Mahmood

et al. 2024

IEEE Access

View full text Add to dashboard Cite

show abstract

“…Kapustina [14] discussed in criteria selection. Sengul & Eren [27] applied fuzzy Analytic Hierarchy Process (AHP) and Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) is choosing the digital marketing tools. Naz et al [20] developed multi attribute decision-making model to deal with linguistic based decision.…”

Section: Introdutionmentioning

confidence: 99%

Plithogenic MCDM with LBWA in Selecting Digital Marketing Strategies

2024

jbab

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Digital Marketing is gaining more momentum and it is becoming indispensable in product promotion and sales. The business entities are closely tied with digital marketing mediums to reach customers in large numbers. However, the challenges of choosing the optimal medium of marketing digitally constrains the business endeavours. This research work proposes a decision-making model integrating Plithogenic based contradictions method of ranking with LBWA (Level Based Weighting Assessment) method of finding the criterion weights. This proposed approach of making optimal selection of the mediums of digital marketing is highly efficient in tackling the challenges of product propagation and customer segmentation. The competency of this approach is validated with other Plithogenic integrated methods of criterion weight computation. The newly developed blended method of making decisions facilitates in handling complex decision environments with several criteria. The limitations of this model shall be handled by discussing LBWA with linguistic representations and under the environments of fuzzy and its extended versions.

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“…The integrated approach of Fuzzy-ANP-TOPSIS is a novel and a highly effective methodology to capture uncertain information in group decision-making process and solve complicated interrelationships between multiple factors and variables. The technique has been highlighted in several past studies in the context of the optimal marketing strategy [32], technology selection [33], assessing the integrity of medical devices [34], etc. However, to the best our knowledge, there has been no research developing a Fuzzy-ANP-TOPSIS methodology to evaluate and optimize the placement of wind turbines and other supporting infrastructure.…”

Section: Introductionmentioning

confidence: 99%

Wind Energy Development Site Selection Using an Integrated Fuzzy ANP-TOPSIS Decision Model

Shafiee

2022

Energies

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The identification of appropriate locations for wind energy development is a complex problem that involves several factors, ranging from technical to socio-economic and environmental aspects. Wind energy site selection is generally associated with high degrees of uncertainty due to the long planning, design, construction, and operational timescales. Thus, there is a crucial need to develop efficient methods that are capable of capturing uncertainties in subjective assessments provided by different stakeholders with diverse views. This paper proposes a novel multi-criteria decision model integrating the fuzzy analytic network process (FANP) and the fuzzy technique for order performance by similarity to ideal solution (TOPSIS) to evaluate and prioritize the potential sites for wind power development. Four major criteria, namely economic, social, technical, and geographical, with nine sub-criteria are identified based on consultation with wind farm investors, regulatory bodies, landowners and residents, developers and operators, component suppliers, ecologists, and GIS analysts. The stakeholders’ preferences regarding the relative importance of criteria are measured using a logarithmic least squares method, and then the alternative sites are prioritized based on their relative closeness to the positive ideal solution. The proposed model is applied to determine the most appropriate site for constructing an onshore wind power plant consisting of 10 wind turbines of 2.5 MW. Finally, the results are discussed and compared with those obtained using the traditional AHP, ANP and ANP-TOPSIS decision-making approaches.

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Selection of Digital Marketing Tools Using Fuzzy AHP-Fuzzy TOPSIS

Cited by 10 publications

References 31 publications

Complex Fuzzy Rough Set: An Application in Digital Marketing for Business Growth

Complex Fuzzy Rough Set: An Application in Digital Marketing for Business Growth

Plithogenic MCDM with LBWA in Selecting Digital Marketing Strategies

Wind Energy Development Site Selection Using an Integrated Fuzzy ANP-TOPSIS Decision Model

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