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A MAGDM model based on 2-tuple linguistic variables and power Hamacher aggregation operators for optimal selection of digital marketing strategies

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Abstract

In this modern marketing and technological era, a strong strategy regarding digital marketing is crucial for the development of any organization. Digital marketing strategies are a collection of structured electronic-marketing aspects used by companies to fulfill marketing objectives and clients’ needs. These strategies are necessary for electronic marketing managers and are the best way to increase profits and sales. The basic purpose of this paper is to explore best digital marketing strategies and how they affect client purchasing behavior at online retailers. Linguistic data gathered from clients are protected throughout the collection of data using a fuzzy 2-tuple linguistic (2TL) representation model and its integrated form with q-rung orthopair fuzzy set (q-ROFS), named a 2-tuple linguistic q-rung orthopair fuzzy set (2TLq-ROFS) is presented. Moreover, this paper goes a step further by extending the Hamacher operators to power aggregation operators, thereby presenting a comprehensive set of 2TLq-ROF power Hamacher aggregation operators. These advancements and methodologies enable a comprehensive analysis of client data while leveraging the power of fuzzy logic and linguistic modeling techniques, leading to valuable insights into the influence of digital marketing strategies on consumer behavior in the online retail sector. The main feature of the suggested operators is their ability to not only determine the correlations between any number of attributes and consider relationships between membership and non-membership degrees but also provide more general conclusions via a parameter. After defining the multi-attribute group decision-making (MAGDM) approach, we implement the inter-criteria correlation (CRITIC) method for calculating the attribute weights. We also examine a novel strategy for dealing with MAGDM problems based on the presented operators. Last but not least, the suggested method is utilized in a real-world scenario involving the selection of the best digital marketing strategy to demonstrate their applicability and efficacy as well as the influence of parameters on the final results. The advantageous features and novelty of the presented methodology are further demonstrated by a detailed comparison with relevant approaches.

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Authors and Affiliations

  1. Department of Mathematics, Division of Science and Technology, University of Education, Lahore, Pakistan

    Sumera Naz, Syeda Saba Fatima & Nadia Tabassum

  2. Department of Computer Science, University of South Asia, Cantt, Lahore, Pakistan

    Shariq Aziz Butt

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  1. Sumera Naz
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  2. Syeda Saba Fatima
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  3. Shariq Aziz Butt
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  4. Nadia Tabassum
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Naz, S., Fatima, S.S., Butt, S.A. et al. A MAGDM model based on 2-tuple linguistic variables and power Hamacher aggregation operators for optimal selection of digital marketing strategies. Granul. Comput. 8, 1955–1990 (2023). https://doi.org/10.1007/s41066-023-00408-8

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