IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior
This study proposes the multi-criteria decision-making (MCDM) methodology for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. This study uses two MCDM methods such as the Entropy method to compute the criteria weights and the MARCOS method to rank the altern...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of New Mexico
2025-05-01
|
| Series: | Neutrosophic Sets and Systems |
| Subjects: | |
| Online Access: | https://fs.unm.edu/NSS/22ConsumerBehavior.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849224552510390272 |
|---|---|
| author | Tao Shen Chunmei Mao |
| author_facet | Tao Shen Chunmei Mao |
| author_sort | Tao Shen |
| collection | DOAJ |
| description | This study proposes the multi-criteria decision-making (MCDM) methodology for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. This study uses two MCDM methods such as the Entropy method to compute the criteria weights and the MARCOS method to rank the alternatives. We used the IndetermSoft set to deal with indeterminacy with different values in the criteria. IndetermSoft is integrated with the MCDM approach. Three experts evaluated the criteria and alternatives. We use seven criteria and ten alternatives. We conducted a comparative analysis to show the effectiveness of the proposed approach. The results show the proposed approach is effective compared to other MCDM methods. |
| format | Article |
| id | doaj-art-e7c2b5efddad40aebe7fc32f1a219acd |
| institution | Kabale University |
| issn | 2331-6055 2331-608X |
| language | English |
| publishDate | 2025-05-01 |
| publisher | University of New Mexico |
| record_format | Article |
| series | Neutrosophic Sets and Systems |
| spelling | doaj-art-e7c2b5efddad40aebe7fc32f1a219acd2025-08-25T08:33:14ZengUniversity of New MexicoNeutrosophic Sets and Systems2331-60552331-608X2025-05-018235236910.5281/zenodo.14991740IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer BehaviorTao ShenChunmei MaoThis study proposes the multi-criteria decision-making (MCDM) methodology for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. This study uses two MCDM methods such as the Entropy method to compute the criteria weights and the MARCOS method to rank the alternatives. We used the IndetermSoft set to deal with indeterminacy with different values in the criteria. IndetermSoft is integrated with the MCDM approach. Three experts evaluated the criteria and alternatives. We use seven criteria and ten alternatives. We conducted a comparative analysis to show the effectiveness of the proposed approach. The results show the proposed approach is effective compared to other MCDM methods. https://fs.unm.edu/NSS/22ConsumerBehavior.pdfindetermsoft setdigital marketingbig dataconsumer behaviormcdm methodology |
| spellingShingle | Tao Shen Chunmei Mao IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior Neutrosophic Sets and Systems indetermsoft set digital marketing big data consumer behavior mcdm methodology |
| title | IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior |
| title_full | IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior |
| title_fullStr | IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior |
| title_full_unstemmed | IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior |
| title_short | IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior |
| title_sort | indetermsoft set for digital marketing effectiveness evaluation driven by big data based on consumer behavior |
| topic | indetermsoft set digital marketing big data consumer behavior mcdm methodology |
| url | https://fs.unm.edu/NSS/22ConsumerBehavior.pdf |
| work_keys_str_mv | AT taoshen indetermsoftsetfordigitalmarketingeffectivenessevaluationdrivenbybigdatabasedonconsumerbehavior AT chunmeimao indetermsoftsetfordigitalmarketingeffectivenessevaluationdrivenbybigdatabasedonconsumerbehavior |