Effectiveness Assessment of Brand Microblog Marketing Communication under Trapezoidal Fuzzy Neutrosophic Sets

Abstract

 Brand communication tactics have changed to take use of new media channels, 
especially microblogging, in the age of digital transformation. It is now crucial to assess the 
success of brand microblog marketing communication to comprehend customer involvement, 
message distribution, and brand positioning. With an emphasis on elements like audience 
engagement, material quality, and brand perception, this study investigates the standards for 
evaluating the effectiveness of microblog marketing initiatives. The study offers insights into the 
tactics that are most important for effective communication using a systematic evaluation 
approach. We use multi-criteria decision making (MCDM) to deal with different criteria. We use 
the Trapezoidal Fuzzy Neutrosophic Sets (TFNSs) to deal with uncertainty information. The 
results are meant to help businesses maximize their microblog presence for more effective 
marketing. 

DOI: 10.5281/zenodo.15308719