An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment
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...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Springer
2023-08-01
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| Series: | International Journal of Computational Intelligence Systems |
| Subjects: | |
| Online Access: | https://doi.org/10.1007/s44196-023-00298-3 |
| _version_ | 1797752655464890368 |
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| author | Kai Gao Tingting Liu Dingjun Yue Vladimir Simic Yuan Rong Harish Garg |
| author_facet | Kai Gao Tingting Liu Dingjun Yue Vladimir Simic Yuan Rong Harish Garg |
| author_sort | Kai Gao |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-12T17:06:33Z |
| format | Article |
| id | doaj.art-db461663f2f242659a61f9ee3f039c2a |
| institution | Directory Open Access Journal |
| issn | 1875-6883 |
| language | English |
| last_indexed | 2024-03-12T17:06:33Z |
| publishDate | 2023-08-01 |
| publisher | Springer |
| record_format | Article |
| series | International Journal of Computational Intelligence Systems |
| spelling | doaj.art-db461663f2f242659a61f9ee3f039c2a2023-08-06T11:24:29ZengSpringerInternational Journal of Computational Intelligence Systems1875-68832023-08-0116112310.1007/s44196-023-00298-3An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology AssessmentKai Gao0Tingting Liu1Dingjun Yue2Vladimir Simic3Yuan Rong4Harish Garg5School of Management, Shanghai University of Engineering ScienceSchool of International Trade and Economics, Shanghai Lixin University of Accounting and FinanceDepartment of Marketing and Communication, China Europe International Business SchoolFaculty of Transport and Traffic Engineering, University of BelgradeSchool of Management, Shanghai UniversitySchool of Mathematics, Thapar Institute of Engineering and Technology (Deemed University)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.https://doi.org/10.1007/s44196-023-00298-3Digital marketing technologySF setMCGDMInformation fusionMERECARAS |
| spellingShingle | Kai Gao Tingting Liu Dingjun Yue Vladimir Simic Yuan Rong Harish Garg An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment International Journal of Computational Intelligence Systems Digital marketing technology SF set MCGDM Information fusion MEREC ARAS |
| title | An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment |
| title_full | An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment |
| title_fullStr | An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment |
| title_full_unstemmed | An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment |
| title_short | An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment |
| title_sort | integrated spherical fuzzy multi criterion group decision making approach and its application in digital marketing technology assessment |
| topic | Digital marketing technology SF set MCGDM Information fusion MEREC ARAS |
| url | https://doi.org/10.1007/s44196-023-00298-3 |
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