Evaluating and Choosing the Online Marketing Channels by Interval-Valued Neutrosophic TOPSIS Approach

Phan-Anh-Huy Nguyen () and Khoa Pham ()
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Phan-Anh-Huy Nguyen: Ho Chi Minh city University of Technology and Education
Khoa Pham: Ho Chi Minh city University of Technology and Education

A chapter in Information Systems Research in Vietnam, Volume 3, 2025, pp 49-68 from Springer

Abstract: Abstract In the rapidly evolving landscape of online marketing, businesses face a critical decision-making challenge in selecting the most suitable marketing channels. This study proposes a novel evaluation framework using the interval-valued neutrosophic TOPSIS (technique for order preference by similarity to ideal solution) approach to address this complex decision-making process. The interval-valued neutrosophic TOPSIS method offers a unique ability to handle uncertainties, vagueness, and indeterminacy in decision data, making it well-suited for the dynamic and multifaceted nature of online marketing channel selection. This research not only introduces the methodology but also provides a practical application of the proposed approach in the context of online marketing, highlighting its effectiveness in aiding decision-makers to make informed choices. By evaluating and choosing online marketing channels through the interval-valued neutrosophic TOPSIS approach, businesses can optimize their marketing strategies and improve their competitiveness in the digital era.

Keywords: Interval-valued neutrosophic; TOPSIS; Online marketing channel; Decision support systems (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-9835-3_4

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DOI: 10.1007/978-981-97-9835-3_4

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