Evaluation of Digital Marketing Technologies with Fuzzy Linguistic MCDM Methods

Technology is becoming the tool that changes how people live every day, and marketing strategies of businesses are also gradually shifting to industry 4.0 mindset constant growth development. Digital has changed human habits information accessibility, determined their interactions, witnessed birth a variety new technologies. Marketers creating digital products services enhance experience for consumers, products, delivered through high networks. As result, data sources become more abundant allow consumers have choices. All services, technologies, increasingly meeting needs thereby confirming effectiveness in today’s market. However, evaluation selection technology very complex since it many conflicting criteria goals. The multi-criteria decision-making model (MCDM) powerful technique widely used solving this type problem. Thus, author proposed fuzzy linguistic MCDM method After determining alternatives, two methods, including Spherical Fuzzy Analytic Hierarchy Process (SF-AHP) Technique Order Preference by Similarity Ideal Solution (TOPSIS), technologies procedure. Finally, an application present demonstrate potential use methodology. main contribution study propose support planners decision makers processes. A case performed showcase feasibility approach.