Work

Interval-Valued Fermatean Fuzzy EDAS for Social Media Influencer Evaluation and Benchmarking

Year: 2025

Type: article

Abstract: To assist stakeholders in selecting appropriate social media influencers (SMIs), this study proposes a multi-attribute decision-making framework for influencer evaluation based on their key performance metrics and engagement characteristics. This study introduces a new modification of the Evaluation Based on Distance from Average Solution (EDAS) under an interval-valued Fermatean fuzzy (IVFF) environment, addressing the limitations of the conventional EDAS method. In addition, a conceptual framework for the static and dynamic evaluation of SMIs is developed, integrating various crisp and fuzzy multi-criteria decision-making (MCDM) approaches. Empirical validation through two practical case studies demonstrates the effectiveness and applicability of the proposed framework, resulting in recommendations for marketers seeking to optimize their influencer-based marketing strategies.

Source: Electronics

DOI: 10.3390/electronics14163161

Authors: Galina Ilieva, Tania Petrova Yankova

Institution: Plovdiv University

Language: English

Topic: Multi-Criteria Decision Making

Subfield: Management Science and Operations Research

Field: Decision Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,896

Funder: European Regional Development Fund