Work

Application of the Fuzzy MCDM Model for Ranking Social Networks from the Aspect of Perfumery Promotion

Year: 2025

Type: article

Abstract: In modern business conditions, where competitiveness is evident across all operational segments, it is necessary to adopt a proactive management approach, i.e., to actively manage business performance. To keep pace with evolving trends and technologies, a daily presence on social networks and an adequate level of product promotion are necessary. This paper proposes a Fuzzy MCDM (Multi-Criteria Decision-Making) model to define the future direction of a perfumery regarding the application of digital marketing, using a two-phase group decision-making process. A total of ten digital advertising variants were considered, combining five social networks: Facebook, Instagram, TikTok, YouTube, and Threads. The results obtained through the application of the original Fuzzy MCDM model indicate that companies should focus their efforts on promoting designer and oriental perfumes via Facebook, Instagram, and TikTok in order to enhance growth and potentially expand their business operations.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20040336

Authors: Žaneta Kavaliauskienė, Erika Jonuškienė, Željko Stević, Boris Novarlić

Institutions: Šiauliai University, Šiauliai State Higher Education Institution, University of East Sarajevo, Korea 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: $1,207

OpenAlex ID: W4416918209

FWCI:

Cites: 78

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