An Upside-Down Logic-Based Neutrosophic Methodology: Assessment of Online Marketing Effectiveness in E-Commerce Enterprises

Abstract

Online marketing plays a central role in the growth and competitiveness of e-commerce 
enterprises. However, evaluating its performance remains a complex task due to the presence of 
conflicting indicators, unpredictable user behavior, and shifting contextual factors. Standard 
evaluation models, which rely on fixed logic and linear metrics, often fall short of capturing the 
multi-layered realities of digital marketing environments. This paper proposes a novel 
framework that combines Upside-Down Logic with Neutrosophic Methodology to better 
interpret the effectiveness of marketing efforts. By integrating the dimensions of truth, falsity, 
and indeterminacy, the approach enables a more accurate representation of real-world scenarios 
where data signals can be ambiguous or contradictory. A case study of a mid-sized e-commerce 
business was developed to apply this methodology over a six-month simulated campaign period. 
Key marketing indicators including click-through rates, conversion, and retention—were 
analyzed using a neutrosophic model and logical transformations. These tools allowed for 
scenario-based interpretations that reflect changes in context, timing, and audience response. The 
outcomes highlight the limitations of traditional performance analysis and demonstrate how this 
logic-based model uncovers deeper insights. Campaigns that appear ineffective under 
conventional metrics may reveal hidden value when viewed through a more dynamic and 
flexible lens. The paper contributes to both theoretical understanding and practical strategy 
development in digital marketing, especially in environments characterized by uncertainty and 
non-linear behavior.

DOI: 10.5281/zenodo.15380951