A Hesitant Fuzzy MCDM Approach for Evaluating the Digital Marketing Channels

In today's fast-changing technology world, businesses try their best at everything to stay one step ahead of their rivals. In this contest, digital marketing platforms are crucial. The choice of the best marketing channel is, therefore, more critical, particularly for companies with a tight marketing budget. This study aims to present a Hesitant Fuzzy MultiCriteria Decision-Making (MCDM) methodology to evaluate digital marketing channels. The literature, industry reports, and expert opinions have shed light on the construction of the evaluation framework of this study. The hesitant fuzzy term sets technique addresses expert opinions' reluctance and uncertainty, and a Group Decision-Making (GDM) method using aggregation operators addresses the partiality of the evaluation process. The degree of importance of the evaluation factors is calculated using the hesitant fuzzy Pivot Pairwise Relative Criteria Importance Assessment (PIPRECIA) approach. The digital marketing channel alternatives are ranked using the hesitant fuzzy VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method. An application of this MCDM problem is provided to illustrate the potential of the proposed approach. Finally, the application's outcomes and prospects are shown.

• Publication year

  2025

• Venue

  International Conference on Advanced Computational Intelligence

• Publication date

  2025-07-07

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1109/ICACI65340.2025.11096284
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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