Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://hdl.handle.net/1822/88151 |
Resumo: | Decision-making in real-world scenarios often faces the challenge of uncertainty. Traditionally, fuzzy theory has been a means to represent and navigate such uncertainty. In this study, we propose a pioneering approach that incorporates a bipolarity analysis into multi-criteria decision-making processes, with a focus on its application in digital marketing. The proposal allows the analysis to be more encompassing by considering both the positive and negative dimensions of data, leading to better-informed decisions. A cornerstone of our contribution is integrating bipolarity into Pythagorean fuzzy soft matrices, a fresh mathematical framework that broadens the utility of bipolar fuzzy theory. Through rigorous computational experimentation, we determine the prioritization of alternatives, ultimately identifying the most effective strategy for digital marketing platforms. In our study, Facebook emerges as the foremost platform for implementing digital marketing strategies. When compared to existing techniques, our approach showcases significant advantages, underlining its potential to improve decision-making in uncertain scenarios. Our research offers profound insights for businesses aiming to refine their digital marketing strategies in an ever-evolving digital landscape. |
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Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketingBipolar Pythagorean matricesCOPRA, CRITIC, MAIRCA, MARCOS methodsFuzzy theoryOpen soft matricesScore functionCOPRAS, CRITIC, MAIRCA, MARCOS methodsCiências Naturais::MatemáticasTrabalho digno e crescimento económicoDecision-making in real-world scenarios often faces the challenge of uncertainty. Traditionally, fuzzy theory has been a means to represent and navigate such uncertainty. In this study, we propose a pioneering approach that incorporates a bipolarity analysis into multi-criteria decision-making processes, with a focus on its application in digital marketing. The proposal allows the analysis to be more encompassing by considering both the positive and negative dimensions of data, leading to better-informed decisions. A cornerstone of our contribution is integrating bipolarity into Pythagorean fuzzy soft matrices, a fresh mathematical framework that broadens the utility of bipolar fuzzy theory. Through rigorous computational experimentation, we determine the prioritization of alternatives, ultimately identifying the most effective strategy for digital marketing platforms. In our study, Facebook emerges as the foremost platform for implementing digital marketing strategies. When compared to existing techniques, our approach showcases significant advantages, underlining its potential to improve decision-making in uncertain scenarios. Our research offers profound insights for businesses aiming to refine their digital marketing strategies in an ever-evolving digital landscape.ANCD -Agenția Națională pentru Cercetare și Dezvoltare(1200525)ElsevierUniversidade do MinhoKuppusamy, VishalakshiShanmugasundaram, MaragathavalliDhandapani, Prasantha BharathiMartin-Barreiro, CarlosCabezas, XavierLeiva, VíctorCastro, Cecília2024-01-072024-01-07T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/1822/88151engKuppusamy, V., Shanmugasundaram, M., Dhandapani, P. B., Martin-Barreiro, C., Cabezas, X., Leiva, V., & Castro, C. (2024, February). Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology applied to digital marketing. Heliyon. Elsevier BV. http://doi.org/10.1016/j.heliyon.2024.e239912405-844010.1016/j.heliyon.2024.e23991info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-02T01:18:55Zoai:repositorium.sdum.uminho.pt:1822/88151Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:52:16.895268Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
title |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
spellingShingle |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing Kuppusamy, Vishalakshi Bipolar Pythagorean matrices COPRA, CRITIC, MAIRCA, MARCOS methods Fuzzy theory Open soft matrices Score function COPRAS, CRITIC, MAIRCA, MARCOS methods Ciências Naturais::Matemáticas Trabalho digno e crescimento económico |
title_short |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
title_full |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
title_fullStr |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
title_full_unstemmed |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
title_sort |
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology with application in digital marketing |
author |
Kuppusamy, Vishalakshi |
author_facet |
Kuppusamy, Vishalakshi Shanmugasundaram, Maragathavalli Dhandapani, Prasantha Bharathi Martin-Barreiro, Carlos Cabezas, Xavier Leiva, Víctor Castro, Cecília |
author_role |
author |
author2 |
Shanmugasundaram, Maragathavalli Dhandapani, Prasantha Bharathi Martin-Barreiro, Carlos Cabezas, Xavier Leiva, Víctor Castro, Cecília |
author2_role |
author author author author author author |
dc.contributor.none.fl_str_mv |
Universidade do Minho |
dc.contributor.author.fl_str_mv |
Kuppusamy, Vishalakshi Shanmugasundaram, Maragathavalli Dhandapani, Prasantha Bharathi Martin-Barreiro, Carlos Cabezas, Xavier Leiva, Víctor Castro, Cecília |
dc.subject.por.fl_str_mv |
Bipolar Pythagorean matrices COPRA, CRITIC, MAIRCA, MARCOS methods Fuzzy theory Open soft matrices Score function COPRAS, CRITIC, MAIRCA, MARCOS methods Ciências Naturais::Matemáticas Trabalho digno e crescimento económico |
topic |
Bipolar Pythagorean matrices COPRA, CRITIC, MAIRCA, MARCOS methods Fuzzy theory Open soft matrices Score function COPRAS, CRITIC, MAIRCA, MARCOS methods Ciências Naturais::Matemáticas Trabalho digno e crescimento económico |
description |
Decision-making in real-world scenarios often faces the challenge of uncertainty. Traditionally, fuzzy theory has been a means to represent and navigate such uncertainty. In this study, we propose a pioneering approach that incorporates a bipolarity analysis into multi-criteria decision-making processes, with a focus on its application in digital marketing. The proposal allows the analysis to be more encompassing by considering both the positive and negative dimensions of data, leading to better-informed decisions. A cornerstone of our contribution is integrating bipolarity into Pythagorean fuzzy soft matrices, a fresh mathematical framework that broadens the utility of bipolar fuzzy theory. Through rigorous computational experimentation, we determine the prioritization of alternatives, ultimately identifying the most effective strategy for digital marketing platforms. In our study, Facebook emerges as the foremost platform for implementing digital marketing strategies. When compared to existing techniques, our approach showcases significant advantages, underlining its potential to improve decision-making in uncertain scenarios. Our research offers profound insights for businesses aiming to refine their digital marketing strategies in an ever-evolving digital landscape. |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-01-07 2024-01-07T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/1822/88151 |
url |
https://hdl.handle.net/1822/88151 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Kuppusamy, V., Shanmugasundaram, M., Dhandapani, P. B., Martin-Barreiro, C., Cabezas, X., Leiva, V., & Castro, C. (2024, February). Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology applied to digital marketing. Heliyon. Elsevier BV. http://doi.org/10.1016/j.heliyon.2024.e23991 2405-8440 10.1016/j.heliyon.2024.e23991 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier |
publisher.none.fl_str_mv |
Elsevier |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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