An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment

Kai Gao, Tingting Liu, Dingjun Yue, Vladimir Simic, Yuan Rong, Harish Garg

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    Abstract

    Digital marketing technology can not only help enterprises effectively control marketing costs but also accurately identify target customers and determine customer needs to improve marketing conversion rates. Multiple conflicting and asymmetric criteria need to be taken simultaneously into account to effectively assess digital marketing technology. Accordingly, the target of our paper is to propound an enhanced additive ratio assessment (ARAS) methodology to aid experts in evaluating digital marketing technology in a complex uncertain setting. The spherical fuzzy (SF) set is an expansion of the picture fuzzy set (PFS) that has been recognized as a powerful model to portray indeterminacy and vagueness. A fresh score function is proffered to compare the SF numbers and its merits are also analyzed. Then, some novel operations for SF numbers are defined and several aggregation operators based on them are propounded. Further, a mixed multi-criteria group decision-making (MCGDM) method is developed by incorporating the method based on the removal effects of criteria (MEREC), step-wise weight assessment ratio analysis (SWARA), and enhanced ARAS approach under SF information. Also, a case concerning digital marketing technology evaluation is executed to prove the efficiency and practicability of the presented SF-MEREC–SWARA–ARAS method. Finally, contrast and sensitivity investigations are also implemented to highlight the strengths and robustness of the proffered methodology, respectively.
    © 2023, The Author(s).
    Original languageEnglish
    JournalInternational Journal of Computational Intelligence Systems
    Volume16
    Issue number1
    Publication statusPublished - 2023

    Bibliographical note

    Additive ratio assessment;Digital marketing;Digital marketing technology;Fuzzy numbers;Method based on the removal effect of criteria;Multi-criteria group decision makings;Ratio analysis;Removal effects;Spherical fuzzy set;Step-wise weight assessment ratio analyse;

    Keywords

    • Decision making
    • Integrated circuits
    • Marketing
    • Mathematical operators

    Indexed by

    • SCIE

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