Evaluation of digital marketing technologies using a new decision-making method based on GRA and BWM in the fuzzy environment
Publish place: 3rd International Conference on Challenges and New Solutions in Industrial Engineering, Management and Accounting
Publish Year: 1401
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
CSIEM03_668
تاریخ نمایه سازی: 14 آذر 1401
Abstract:
The marketing sector is constantly changing due to the advances in digital technology and its various practical areas. This change considerably affects some factors, such as consumer behaviors, business models, marketing strategies, and competitive capabilities. By using digital technologies in marketing, companies can establish systematic communication with their customers and benefit from public relations advantages. However, evaluating digital marketing technology is rather complicated due to conflicting goals and various criteria. Therefore, this paper presents a new method for evaluating digital marketing technologies according to grey relational analysis (GRA). Afterward, the best-worst method (BWM) is used for weighting the effective criteria. Also, fuzzy sets are used to address the uncertainty of the complex real-life marketing issues since these sets can help experts express their opinions more effectively. Eventually, a practical example is presented to determine the best digital marketing technology and assess the proposed model's effectiveness.
Keywords:
Digital marketing technologies , Best-worst method (BWM) , Grey relationship analysis (GRA) , Fuzzy sets , Multi-criteria decision-making (MCDM.
Authors
B. Sabzevary Jozan
Department of Management, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran