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Evaluating and Choosing the Online Marketing Channels by Interval-Valued Neutrosophic TOPSIS Approach

In: Information Systems Research in Vietnam, Volume 3

Author

Listed:
  • Phan-Anh-Huy Nguyen

    (Ho Chi Minh city University of Technology and Education)

  • Khoa Pham

    (Ho Chi Minh city University of Technology and Education)

Abstract

In the rapidly evolving landscape of online marketing, businesses face a critical decision-making challenge in selecting the most suitable marketing channels. This study proposes a novel evaluation framework using the interval-valued neutrosophic TOPSIS (technique for order preference by similarity to ideal solution) approach to address this complex decision-making process. The interval-valued neutrosophic TOPSIS method offers a unique ability to handle uncertainties, vagueness, and indeterminacy in decision data, making it well-suited for the dynamic and multifaceted nature of online marketing channel selection. This research not only introduces the methodology but also provides a practical application of the proposed approach in the context of online marketing, highlighting its effectiveness in aiding decision-makers to make informed choices. By evaluating and choosing online marketing channels through the interval-valued neutrosophic TOPSIS approach, businesses can optimize their marketing strategies and improve their competitiveness in the digital era.

Suggested Citation

  • Phan-Anh-Huy Nguyen & Khoa Pham, 2025. "Evaluating and Choosing the Online Marketing Channels by Interval-Valued Neutrosophic TOPSIS Approach," Springer Books, in: Nguyen Hoang Thuan & Dang-Pham Duy & Hoanh-Su Le & Tuan Q. Phan (ed.), Information Systems Research in Vietnam, Volume 3, pages 49-68, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-9835-3_4
    DOI: 10.1007/978-981-97-9835-3_4
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