A Neutrosophic β-Generalized α-Closed and d-Ideal-Based Framework for Cross-Border Digital Marketing Optimization in Fashion E-Commerce

Abstract

Cross-border digital marketing in the fashion industry involves high levels of 
uncertainty, especially when targeting international audiences with diverse behaviors, 
cultures, and market conditions. Traditional marketing models often fail to handle such 
uncertainty effectively, leading to poor decision-making and wasted resources. This paper 
introduces a new decision-making model that uses advanced mathematical tools from 
neutrosophic logic to deal with ambiguity, inconsistency, and partial information. 
Specifically, it combines two key components: β-generalized α-closed sets (used to assess 
market openness) and neutrosophic d-ideals (used to ensure consistency in marketing 
strategies). Together, these tools help marketers evaluate which international markets are 
most suitable for specific campaigns, even when data is incomplete or unclear. A new 
decision function, called the Neutrosophic βGα-d Marketing Function, is presented. It 
calculates how compatible a marketing strategy is with a specific market by considering 
truth, uncertainty, and resistance levels. Through detailed examples and a case study 
involving fashion marketing across three regions, the model shows its ability to reduce 
risk, improve targeting, and support smarter campaign planning. This approach offers a 
structured and transparent way to make better marketing decisions in complex global 
environments. 

DOi: 10.5281/zenodo.15843813