IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior

Authors

  • Tao Shen Business School, Hohai University, Nanjing, 211100, Jiangsu, China
  • Chunmei Mao School of Public Administration, Hohai University, Nanjing, 211100, Jiangsu, China

Keywords:

IndetermSoft Set; Digital Marketing; Big Data; Consumer Behavior; MCDM Methodology.

Abstract

This study proposes the multi-criteria decision-making (MCDM) methodology for 
Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. 
This study uses two MCDM methods such as the Entropy method to compute the criteria weights 
and the MARCOS method to rank the alternatives. We used the IndetermSoft set to deal with 
indeterminacy with different values in the criteria. IndetermSoft is integrated with the MCDM 
approach. Three experts evaluated the criteria and alternatives. We use seven criteria and ten 
alternatives. We conducted a comparative analysis to show the effectiveness of the proposed 
approach. The results show the proposed approach is effective compared to other MCDM 
methods. 

 

DOI: 10.5281/zenodo.14991740

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Published

2025-05-01

Issue

Vol. 82 (2025): Neutrosophic Sets and Systems

Section

Article

License

Copyright (c) 2025 Neutrosophic Sets and Systems

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

 Creative Commons Attribution (CC BY) license.

How to Cite

Tao Shen, & Chunmei Mao. (2025). IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. Neutrosophic Sets and Systems, 82, 352-369. https://fs.unm.edu/nss8/index.php/111/article/view/6007