Author(s): Deepika Sharma and Vijesh Kumar

Abstract: Digital marketing environments are characterized by uncertainty, behavioral variability, and nonlinear interactions among consumer touchpoints, making traditional evaluation approaches insufficient. This study proposes a hybrid decision-making framework integrating Intuitionistic Fuzzy TOPSIS (IF-TOPSIS) and Fuzzy Cognitive Mapping (FCM) to measure digital marketing effectiveness under uncertain conditions. Six criteria-mobile engagement, parasocial relationship potential, influencer credibility, organic traffic, cross-device consistency, and digital readiness-were identified from the literature. Four digital marketing strategies were evaluated using a synthetic, expert-driven linguistic decision matrix converted into intuitionistic fuzzy numbers and weighted through entropy. IF-TOPSIS results show that mobile-interactive strategies outperform cross-device, desktop-centric, and non-personalized campaigns. The FCM model reveals that mobile usage, parasocial engagement, and credibility exert strong causal influence on overall effectiveness, validating the IF-TOPSIS ranking. Results highlight that digital marketing performance is shaped by both evaluative uncertainty and dynamic causal processes, underscoring the need for hybrid analytical methods. The study provides theoretical insights into fuzzy modeling in digital contexts and practical guidance on prioritizing strategies that leverage mobile-based engagement and relational cues.

DOI: 10.22271/maths.2025.v10.i12a.2209

Pages: 52-62 | Views: 51 | Downloads: 6

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