Research on Mobile Advertising Users' Propagation Ability Evaluation based on the Neutrosophic Cubic Number Multiple-Attribute Decision-Making

Abstract

The evaluation of mobile advertising users' propagation ability assesses how effectively 
users can share or spread advertisements within their networks. It involves analyzing factors such as user 
engagement, social influence, sharing frequency, and network reach. By understanding these metrics, 
advertisers can identify highly influential users who can amplify campaign impact. This process helps 
optimize targeting strategies, improve ad performance, and maximize return on investment by leveraging 
users with strong propagation potential in mobile advertising ecosystems. The mobile advertising users' 
propagation ability evaluation is multiple-attribute decision-making (MADM). In recent years, the 
MOORA approach has been widely utilized to address multi-attribute decision-making (MADM) 
problems. To handle the uncertainty inherent in such problems, neutrosophic cubic sets (NCSs) have 
emerged as a powerful tool for expressing and analyzing uncertain information. This research introduces 
a novel approach, the neutrosophic cubic number MOORA (NCN-MOORA) approach, to solve MADM 
problems under the framework of NCSs. Specifically, the approach is applied to evaluate the propagation 
ability of mobile advertising users, a critical factor in optimizing advertising strategies. To demonstrate 
the validity of the proposed approach, a numerical case study is conducted. The primary objectives of 
this research are as follows: (1) to propose the NCN-MOORA approach for solving MADM problems 
within the NCS environment; (2) to determine attribute weight information using average method, 
ensuring an unbiased weighting process; (3) to design and apply the NCN-MOORA approach for 
evaluating mobile advertising users’ propagation ability and compare its performance with existing 
approaches; and (4) to validate the effectiveness of the proposed approach through comparative analysis. 
The results confirm that the NCN-MOORA approach offers a reliable and efficient solution for evaluating 
mobile advertising users’ propagation ability in uncertain environments. 

DOI: 10.5281/zenodo.14525469