Research Article
BibTex RIS Cite

Fuzzy multi-criteria decision-making framework for digital marketing integration evaluation of manufacturing facilities

Year 2025, Volume: 40 Issue: 3, 1689 - 1704

Adem Erik , Yusuf Kuvvetli

https://doi.org/10.17341/gazimmfd.1549275

Abstract

Digital marketing enables the creation of more effective marketing strategies and quick decision making compared to classical marketing. In marketing activities, target audiences and personalized activities are seen as more effective marketing methods. Digital marketing has the ability to provide this effective method. In this study, the importance of the criteria determined for digital marketing evaluation was obtained by using the alpha-level-based fuzzy entropy method. This result was then used in the Pythagorean fuzzy TOPSIS and fuzzy TOPSIS methods. Pythagorean fuzzy TOPSIS and fuzzy TOPSIS and production facilities were compared for the same evaluation criteria. As a result, information technology applications used for website effectiveness, e-mail marketing, and digital marketing were determined as the most important evaluation criteria. Comparing companies using these criteria were ranked according to their digital marketing capabilities, and a business-to-business evaluation systematic was created.

Keywords

Digital Marketing Fuzzy Shannon’s Entropy based alpha level Pythagorean fuzzy TOPSIS Fuzzy TOPSIS Manufacturing Companies

References

  • 1. Berksan M., Ilgaz Sümer S., Sümer E. Gait-based gender recognition using convolutional neural network for hyper-personalized marketing, Journal of the Faculty of Engineering and Architecture of Gazi University, 40 (1), 603-614, 2024.
  • 2. Alan A. K., Kabadayi E. T., Erişke T. İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlamasi. Elektronik Sosyal Bilimler Dergisi, 17 (66), 493-504, 2018.
  • 3. Kaplan A. M., Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53 (1), 59-68, 2010.
  • 4. Özmen Ş. E-Ticaret ağ ekonomisinde yeni ticaret yolu. İstanbul Bilgi Üniversitesi Yayınları, İstanbul, 2012. 5. Chaffey D., Smith P. R. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge, London, UK, 2013.
  • 6. Ryan D. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, 2016.
  • 7. Wang S. C., Tsai Y. T., Ciou Y. S. A hybrid big data analytical approach for analyzing customer patterns through an integrated supply chain network. Journal of Industrial Information Integration, 20, 100177, 2020.
  • 8. Aceto G., Persico V., Pescapé A. Industry 4.0 and health: Internet of things, big data, and cloud computing for healthcare 4.0. Journal of Industrial Information Integration, 18, 100129, 2020.
  • 9. Elbuz A., Osmanoglu M., Tanriover O. A SysML-based approach for designing an ideal blockchain-based data trading platform, Journal of the Faculty of Engineering and Architecture of Gazi University, 39 (1), 509-519, 2024.
  • 10. Altındal M. Dijital pazarlamada marka yönetimi ve sosyal medyanın etkileri. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23, 25, 2013.
  • 11. Katsikeas C., Leonidou L., Zeriti A. Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37 (3), 405-424, 2020.
  • 12. Royle J., Laing A. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34 (2), 65-73, 2014.
  • 13. Paul P., Aithal P. S. Business Information Sciences with Special Reference to the Digital Marketing and SEO as a field of study. Proceedings on National Conference on quality in higher education challenges & opportunities, 37-47, 20, 2018.
  • 14. Patrutiu-Baltes L. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 61-68, 2016.
  • 15. Ištvanić M., Crnjac Milić D., Krpić Z. Digital marketing in the business environment. International journal of electrical and computer engineering systems, 8 (2), 67-75, 2017.
  • 16. Omar A. M., Atteya N. The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15 (7), 120-132, 2020.
  • 17. Herhausen D., Miočević D., Morgan R. E., Kleijnen M. H. The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290, 2020.
  • 18. Paul P., Bhimali A., Aithal P. S., Bhowmick, S. Business Information Sciences emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian Private Universities. IRA International Journal of Management & Social Sciences, 10 (2), 63-73, 2018.
  • 19. Taiminen H. M., Karjaluoto H. The usage of digital marketing channels in SMEs. Journal of small business and enterprise development, 22 (4), 633-651, 2015.
  • 20. Peter M. K., Dalla Vecchia M. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, Editor: Rolf Dornberger, FHNW University, Basel, Switzerland, 251-265, 2021.
  • 21. Djakasaputra A., Wijaya O., Utama A., Yohana C., Romadhoni B., Fahlevi M. Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5 (3), 303-310, 2021.
  • 22. Saura J. R., Ribeiro-Soriano D., Palacios-Marqués D. Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161-178, 2021. 23. Petrović M. Data quality in customer relationship management (CRM): Literature review. Strategic Management, 25 (2), 40-47, 2020.
  • 24. Teixeira S., Branco F., Martins J., Au-Yong-Oliveira M., Moreira F., Gonçalves R., ... Jorge F. Main factors in the adoption of digital marketing in startups an online focus group analysis. In 2018 13th Iberian Conference on Information Systems and Technologies (CISTI), IEEE, 1-5, 2018.
  • 25. Razumova Y. V., Levina E. P. Digitalization of the transport and logistics market: integration of information systems. Russian experience in introducing digital technologies in the organization of logistics processes. Amazonia Investiga, 8 (22), 269-279, 2019.
  • 26. Koiso-Kanttila N. Digital content marketing: a literature synthesis. Journal of marketing management, 20 (1-2), 45-65, 2004.
  • 27. Pandey N., Nayal P., Rathore A. S. Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35 (7), 1191-1204, 2020.
  • 28. Panda M., Mishra A. Digital marketing. See discussions, stats, and author profiles for this publication at: https://www. researchgate. net/publication/358646409, 2022.
  • 29. Tien N. H., Jose R. J. S., Mai N. P., Dung H. T., Oanh N. T. H., Phuoc N. H. Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market. International journal of multidisciplinary education and research, 5 (4), 1-5, 2020.
  • 30. Bist A. S., Agarwal V., Aini Q., Khofifah N. Managing Digital Transformation in Marketing: Fusion of Traditional Marketing and Digital Marketing. International Transactions on Artificial Intelligence, 1 (1), 18-27, 2022.
  • 31. Tariq E., Alshurideh M., Akour I., Al-Hawary S. The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6 (2), 401-408, 2022.
  • 32. Daud I., Nurjannahe D., Mohyi A., Ambarwati T., Cahyono Y., Haryoko A. E., ... Jihadi M. The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, 37-44, 2022.
  • 33. Wu C. W., Botella-Carrubi D., Blanco-González-Tejero C. The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142, 2024.
  • 34. Conti E., Camillo F., Pencarelli T. The impact of digitalization on marketing activities in manufacturing companies. The TQM Journal, 35 (9), 59-82, 2023.
  • 35. Enshassi M., Nathan R. J., Soekmawati S., Al-Mulali U., Ismail H. Potentials of artificial intelligence in digital marketing and financial technology for small and medium enterprises. IAES International Journal of Artificial Intelligence (IJ-AI), 13 (1), 639, 2024.
  • 36. Oklander M., Yashkina O., Zlatova I., Cicekli I., Letunovska, N. Digital marketing in the survival and growth strategies of small and medium-sized businesses during the war in Ukraine. Marketing i menedžment innovacij, 15 (1), 15-28, 2024.
  • 37. Salhab H. A. Analytical Study on the Impact of Digital Marketing Strategies and Performance of Small and Medium-sized Companies. International Journal of Religion, 5 (7), 248-255, 2024.
  • 38. Ijomah T. I., Idemudia C., Eyo-Udo N. L., Anjorin, K. F. Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6 (7), 2173-2188, 2024.
  • 39. Shahbandi M. Analysis of the Digital Marketing Functions’ Role in the Competitiveness of Manufacturing Companies in the USA Food Industry, Doctoral dissertation, Keiser University, Florida, 2023.
  • 40. AlKoliby I. S. M., Abdullah H. H., Suki, N. M. Linking knowledge application, digital marketing, and manufacturing SMEs’ sustainable performance: The mediating role of innovation. Journal of the Knowledge Economy, 15 (2), 6151-6177, 2024.
  • 41. Bruce E., Shurong Z., Ying D., Yaqi M., Amoah J., Egala S. B. The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15 (6), 4760, 2023.
  • 42. Sharabati A.A.A., Ali A.A.A., Allahham M.I., Hussein A.A., Alheet A.F., Mohammad A.S. The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16 (19), 8667, 2024.
  • 43. Kardaras D. K., Karakostas B., Barbounaki S., Papadopoulos A., Kaperonis S. Integrating the balanced scorecard and web analytics for strategic digital marketing: A multi-criteria approach using DEMATEL. Data Analytıcs, 41-46, 2017.
  • 44. Neto A. S., de Moura Fontenele M. B., Aguiar M. A., Teotonio R. S. F., da Silva Barbosa R., Pinheiro P. R. The Application of Multicriteria Decision-Making to the Small and Medium-Sized Business Digital Marketing Industry. In Computer Science On-line Conference, Cham: Springer International Publishing, 498-505, 2023.
  • 45. Gao K., Liu T., Yue D., Simic V., Rong Y., Garg H. An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment. International Journal of Computational Intelligence Systems, 16 (1), 12 2023.
  • 46. Kuppusamy V., Shanmugasundaram M., Dhandapani P. B., Martin-Barreiro C., Cabezas X., Leiva V., Castro C. Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology applied to digital marketing. Heliyon, 10 (3), 2024.
  • 47. Zadeh L.A. Fuzzy Sets. Information and Control, 8 (3), 338-353, 1965.
  • 48. Jie L. H., Meng M. C., Cheong C. W. Web based fuzzy multicriteria decision making tool. International Journal of the computer, the Internet and management, 14 (2), 1-14, 2006.
  • 49. Huang H. C., Ho C. C. Applying the fuzzy analytic hierarchy process to consumer decision-making regarding home stays. International Journal of Advancements in Computing Technology, 5 (4), 2013.
  • 50. Mahmoodzadeh S., Shahrabi J., Pariazar M., Zaeri M. S. Project selection by using fuzzy AHP and TOPSIS technique. International Journal of Industrial and Manufacturing Engineering, 1 (6), 270-275, 2007.
  • 51. Cavallaro F., Zavadskas E. K., Raslanas S. Evaluation of combined heat and power (CHP) systems using fuzzy shannon entropy and fuzzy TOPSIS. Sustainability, 8 (6), 556, 2016.
  • 52. Baykal N., Beyan T., Bulanık mantık ilke ve temelleri. Bıçaklar Kitabevi, Türkiye, 2004.
  • 53. Ayağ Z., Özdemir R. G. Evaluating machine tool alternatives through modified TOPSIS and alpha-cut based fuzzy ANP. International Journal of Production Economics, 140 (2), 630-636, 2012.
  • 54. Tzeng G. H., Huang J. J., Multiple attribute decision making: methods and applications. CRC press, 2011.
  • 55. Lotfi F. H., Fallahnejad R. Imprecise Shannon’s entropy and multi attribute decision making. Entropy, 12 (1), 53-62, 2010.
  • 56. Aytekin A., Karamaşa Ç. Analyzing financial performance of insurance companies traded in BIST via fuzzy Shannon’s entropy based fuzzy topsis methodology. Alphanumeric Journal, 5 (1), 71-84, 2017.
  • 57. Hwang C. L. Yoon K. Multiple Attribute Decision Making: Methods and Application, Springer, NewYork, 1981. 58. Behzadian M., Otaghsara S. K., Yazdani M., Ignatius J. A state-of the-art survey of TOPSIS applications. Expert Systems with applications, 39 (17), 13051-13069, 2012.
  • 59. Cheng S. J., Hwang C. L. Fuzzy multiple attribute decision making: Methods and applications. Lecture Notes in Economics and Mathematical Systems, Springer, 1992.
  • 60. Liang G. S. Fuzzy MCDM based on ideal and anti-ideal concepts. European Journal of Operational Research, 112 (3), 682-691, 1999.
  • 61. Wang T. C., Chang, T. H. Application of TOPSIS in evaluating initial training aircraft under a fuzzy environment. Expert systems with applications, 33 (4), 870-880, 2007.
  • 62. Zhang X., Xu Z. Extension of TOPSIS to multiple criteria decision making with Pythagorean fuzzy sets. International journal of intelligent systems, 29 (12), 1061-1078, 2014.
  • 63. Yager R. R. Pythagorean fuzzy subsets. In 2013 joint IFSA world congress and NAFIPS annual meeting (IFSA/NAFIPS), IEEE, 57-61, 2013.
  • 64. Ak M. F., Gul M. AHP–TOPSIS integration extended with Pythagorean fuzzy sets for information security risk analysis. Complex & Intelligent Systems, 5 (2), 113-126, 2019.
  • 65. Onar S. C., Oztaysi B., Kahraman, C. Multicriteria Evaluation of Cloud Service Providers Using Pythagorean Fuzzy TOPSIS. Journal of Multiple-Valued Logic & Soft Computing, 30, 2018.
  • 66. Gedikli T. Pisagor bulanık TOPSIS ve bulanık TOPSIS yöntemleri ile en uygun bakım stratejisinin seçilmesi: Bir gıda işletmesinde uygulama, Yüksek Lisans Tezi, Konya Gıda ve Tarım Üniversitesi, Fen Bilimleri Enstitüsü, Konya, 2019.
  • 67. Chen C. T. Extensions of the TOPSIS for group decision-making under fuzzy environment. Fuzzy sets and systems, 114 (1), 1-9, 2000.
  • 68. Zhang X. A novel approach based on similarity measure for Pythagorean fuzzy multiple criteria group decision making. International Journal of Intelligent Systems, 31 (6), 593-611, 2016.

Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi

Year 2025, Volume: 40 Issue: 3, 1689 - 1704

Adem Erik , Yusuf Kuvvetli

https://doi.org/10.17341/gazimmfd.1549275

Abstract

Dijital pazarlama, klasik pazarlamaya kıyasla daha etkili pazarlama stratejileri oluşturmayı ve hızlı karar almayı sağlar. Pazarlama faaliyetlerinde, hedef kitleler ve kişiselleştirilmiş etkinlikler, daha etkili pazarlama yöntemleri olarak görülmektedir. Dijital pazarlama, bu etkin yöntemi sağlama yeteneğine sahiptir. Bu çalışmada, dijital pazarlamanın değerlendirilmesi için belirlenen kriterlerin önemi, alfa seviyesine dayalı bulanık entropi yöntemi kullanılarak elde edilmiştir. Bu sonuç, Pisagor bulanık TOPSIS ve bulanık TOPSIS yöntemlerinde kullanılmıştır. Pisagor bulanık TOPSIS ve bulanık TOPSIS yöntemleri, üretim tesislerinde aynı değerlendirme kriterleri ile karşılaştırılmıştır. Sonuç olarak, web sitesi etkinliği, e-posta pazarlaması ve dijital pazarlama için kullanılan bilgi teknolojisi uygulamaları en önemli değerlendirme kriterleri olarak belirlenmiştir. Bu kriterler kullanılarak şirketlerin dijital pazarlama yetkinlikleri sıralanmış ve işletmeler arası bir değerlendirme sistematiği oluşturulmuştur.

Keywords

Dijital Pazarlama Alfa Düzeyine Dayalı Bulanık Shannon Entropisi Bulanık TOPSİS Pisagor Bulanık TOPSIS Üretim Şirketleri

Ethical Statement

Bu çalışmada yer alan tüm araştırma ve analizler, ulusal ve uluslararası etik kurallara uygun olarak gerçekleştirilmiştir.

Thanks

Adem Erik, doktora çalışmalarına verdiği desteklerden ötürü Türkiye Bilimsel ve Teknolojik Araştırma Kurumu’na (TÜBİTAK) teşekkürlerini sunmaktadır (BİDEB-2211 Programı, Başvuru Numarası: 1649B031905573).

References

  • 1. Berksan M., Ilgaz Sümer S., Sümer E. Gait-based gender recognition using convolutional neural network for hyper-personalized marketing, Journal of the Faculty of Engineering and Architecture of Gazi University, 40 (1), 603-614, 2024.
  • 2. Alan A. K., Kabadayi E. T., Erişke T. İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlamasi. Elektronik Sosyal Bilimler Dergisi, 17 (66), 493-504, 2018.
  • 3. Kaplan A. M., Haenlein M. Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53 (1), 59-68, 2010.
  • 4. Özmen Ş. E-Ticaret ağ ekonomisinde yeni ticaret yolu. İstanbul Bilgi Üniversitesi Yayınları, İstanbul, 2012. 5. Chaffey D., Smith P. R. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge, London, UK, 2013.
  • 6. Ryan D. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, 2016.
  • 7. Wang S. C., Tsai Y. T., Ciou Y. S. A hybrid big data analytical approach for analyzing customer patterns through an integrated supply chain network. Journal of Industrial Information Integration, 20, 100177, 2020.
  • 8. Aceto G., Persico V., Pescapé A. Industry 4.0 and health: Internet of things, big data, and cloud computing for healthcare 4.0. Journal of Industrial Information Integration, 18, 100129, 2020.
  • 9. Elbuz A., Osmanoglu M., Tanriover O. A SysML-based approach for designing an ideal blockchain-based data trading platform, Journal of the Faculty of Engineering and Architecture of Gazi University, 39 (1), 509-519, 2024.
  • 10. Altındal M. Dijital pazarlamada marka yönetimi ve sosyal medyanın etkileri. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23, 25, 2013.
  • 11. Katsikeas C., Leonidou L., Zeriti A. Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37 (3), 405-424, 2020.
  • 12. Royle J., Laing A. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34 (2), 65-73, 2014.
  • 13. Paul P., Aithal P. S. Business Information Sciences with Special Reference to the Digital Marketing and SEO as a field of study. Proceedings on National Conference on quality in higher education challenges & opportunities, 37-47, 20, 2018.
  • 14. Patrutiu-Baltes L. Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 61-68, 2016.
  • 15. Ištvanić M., Crnjac Milić D., Krpić Z. Digital marketing in the business environment. International journal of electrical and computer engineering systems, 8 (2), 67-75, 2017.
  • 16. Omar A. M., Atteya N. The impact of digital marketing on consumer buying decision process in the Egyptian market. International Journal of Business and Management, 15 (7), 120-132, 2020.
  • 17. Herhausen D., Miočević D., Morgan R. E., Kleijnen M. H. The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290, 2020.
  • 18. Paul P., Bhimali A., Aithal P. S., Bhowmick, S. Business Information Sciences emphasizing Digital Marketing as an emerging field of Business & IT: A Study of Indian Private Universities. IRA International Journal of Management & Social Sciences, 10 (2), 63-73, 2018.
  • 19. Taiminen H. M., Karjaluoto H. The usage of digital marketing channels in SMEs. Journal of small business and enterprise development, 22 (4), 633-651, 2015.
  • 20. Peter M. K., Dalla Vecchia M. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, Editor: Rolf Dornberger, FHNW University, Basel, Switzerland, 251-265, 2021.
  • 21. Djakasaputra A., Wijaya O., Utama A., Yohana C., Romadhoni B., Fahlevi M. Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5 (3), 303-310, 2021.
  • 22. Saura J. R., Ribeiro-Soriano D., Palacios-Marqués D. Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161-178, 2021. 23. Petrović M. Data quality in customer relationship management (CRM): Literature review. Strategic Management, 25 (2), 40-47, 2020.
  • 24. Teixeira S., Branco F., Martins J., Au-Yong-Oliveira M., Moreira F., Gonçalves R., ... Jorge F. Main factors in the adoption of digital marketing in startups an online focus group analysis. In 2018 13th Iberian Conference on Information Systems and Technologies (CISTI), IEEE, 1-5, 2018.
  • 25. Razumova Y. V., Levina E. P. Digitalization of the transport and logistics market: integration of information systems. Russian experience in introducing digital technologies in the organization of logistics processes. Amazonia Investiga, 8 (22), 269-279, 2019.
  • 26. Koiso-Kanttila N. Digital content marketing: a literature synthesis. Journal of marketing management, 20 (1-2), 45-65, 2004.
  • 27. Pandey N., Nayal P., Rathore A. S. Digital marketing for B2B organizations: structured literature review and future research directions. Journal of Business & Industrial Marketing, 35 (7), 1191-1204, 2020.
  • 28. Panda M., Mishra A. Digital marketing. See discussions, stats, and author profiles for this publication at: https://www. researchgate. net/publication/358646409, 2022.
  • 29. Tien N. H., Jose R. J. S., Mai N. P., Dung H. T., Oanh N. T. H., Phuoc N. H. Digital marketing strategy of GUMAC and HNOSS in Vietnam fashion market. International journal of multidisciplinary education and research, 5 (4), 1-5, 2020.
  • 30. Bist A. S., Agarwal V., Aini Q., Khofifah N. Managing Digital Transformation in Marketing: Fusion of Traditional Marketing and Digital Marketing. International Transactions on Artificial Intelligence, 1 (1), 18-27, 2022.
  • 31. Tariq E., Alshurideh M., Akour I., Al-Hawary S. The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6 (2), 401-408, 2022.
  • 32. Daud I., Nurjannahe D., Mohyi A., Ambarwati T., Cahyono Y., Haryoko A. E., ... Jihadi M. The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6, 37-44, 2022.
  • 33. Wu C. W., Botella-Carrubi D., Blanco-González-Tejero C. The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs). Technological Forecasting and Social Change, 200, 123142, 2024.
  • 34. Conti E., Camillo F., Pencarelli T. The impact of digitalization on marketing activities in manufacturing companies. The TQM Journal, 35 (9), 59-82, 2023.
  • 35. Enshassi M., Nathan R. J., Soekmawati S., Al-Mulali U., Ismail H. Potentials of artificial intelligence in digital marketing and financial technology for small and medium enterprises. IAES International Journal of Artificial Intelligence (IJ-AI), 13 (1), 639, 2024.
  • 36. Oklander M., Yashkina O., Zlatova I., Cicekli I., Letunovska, N. Digital marketing in the survival and growth strategies of small and medium-sized businesses during the war in Ukraine. Marketing i menedžment innovacij, 15 (1), 15-28, 2024.
  • 37. Salhab H. A. Analytical Study on the Impact of Digital Marketing Strategies and Performance of Small and Medium-sized Companies. International Journal of Religion, 5 (7), 248-255, 2024.
  • 38. Ijomah T. I., Idemudia C., Eyo-Udo N. L., Anjorin, K. F. Innovative digital marketing strategies for SMEs: Driving competitive advantage and sustainable growth. International Journal of Management & Entrepreneurship Research, 6 (7), 2173-2188, 2024.
  • 39. Shahbandi M. Analysis of the Digital Marketing Functions’ Role in the Competitiveness of Manufacturing Companies in the USA Food Industry, Doctoral dissertation, Keiser University, Florida, 2023.
  • 40. AlKoliby I. S. M., Abdullah H. H., Suki, N. M. Linking knowledge application, digital marketing, and manufacturing SMEs’ sustainable performance: The mediating role of innovation. Journal of the Knowledge Economy, 15 (2), 6151-6177, 2024.
  • 41. Bruce E., Shurong Z., Ying D., Yaqi M., Amoah J., Egala S. B. The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana. Sustainability, 15 (6), 4760, 2023.
  • 42. Sharabati A.A.A., Ali A.A.A., Allahham M.I., Hussein A.A., Alheet A.F., Mohammad A.S. The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16 (19), 8667, 2024.
  • 43. Kardaras D. K., Karakostas B., Barbounaki S., Papadopoulos A., Kaperonis S. Integrating the balanced scorecard and web analytics for strategic digital marketing: A multi-criteria approach using DEMATEL. Data Analytıcs, 41-46, 2017.
  • 44. Neto A. S., de Moura Fontenele M. B., Aguiar M. A., Teotonio R. S. F., da Silva Barbosa R., Pinheiro P. R. The Application of Multicriteria Decision-Making to the Small and Medium-Sized Business Digital Marketing Industry. In Computer Science On-line Conference, Cham: Springer International Publishing, 498-505, 2023.
  • 45. Gao K., Liu T., Yue D., Simic V., Rong Y., Garg H. An Integrated Spherical Fuzzy Multi-criterion Group Decision-Making Approach and Its Application in Digital Marketing Technology Assessment. International Journal of Computational Intelligence Systems, 16 (1), 12 2023.
  • 46. Kuppusamy V., Shanmugasundaram M., Dhandapani P. B., Martin-Barreiro C., Cabezas X., Leiva V., Castro C. Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A novel methodology applied to digital marketing. Heliyon, 10 (3), 2024.
  • 47. Zadeh L.A. Fuzzy Sets. Information and Control, 8 (3), 338-353, 1965.
  • 48. Jie L. H., Meng M. C., Cheong C. W. Web based fuzzy multicriteria decision making tool. International Journal of the computer, the Internet and management, 14 (2), 1-14, 2006.
  • 49. Huang H. C., Ho C. C. Applying the fuzzy analytic hierarchy process to consumer decision-making regarding home stays. International Journal of Advancements in Computing Technology, 5 (4), 2013.
  • 50. Mahmoodzadeh S., Shahrabi J., Pariazar M., Zaeri M. S. Project selection by using fuzzy AHP and TOPSIS technique. International Journal of Industrial and Manufacturing Engineering, 1 (6), 270-275, 2007.
  • 51. Cavallaro F., Zavadskas E. K., Raslanas S. Evaluation of combined heat and power (CHP) systems using fuzzy shannon entropy and fuzzy TOPSIS. Sustainability, 8 (6), 556, 2016.
  • 52. Baykal N., Beyan T., Bulanık mantık ilke ve temelleri. Bıçaklar Kitabevi, Türkiye, 2004.
  • 53. Ayağ Z., Özdemir R. G. Evaluating machine tool alternatives through modified TOPSIS and alpha-cut based fuzzy ANP. International Journal of Production Economics, 140 (2), 630-636, 2012.
  • 54. Tzeng G. H., Huang J. J., Multiple attribute decision making: methods and applications. CRC press, 2011.
  • 55. Lotfi F. H., Fallahnejad R. Imprecise Shannon’s entropy and multi attribute decision making. Entropy, 12 (1), 53-62, 2010.
  • 56. Aytekin A., Karamaşa Ç. Analyzing financial performance of insurance companies traded in BIST via fuzzy Shannon’s entropy based fuzzy topsis methodology. Alphanumeric Journal, 5 (1), 71-84, 2017.
  • 57. Hwang C. L. Yoon K. Multiple Attribute Decision Making: Methods and Application, Springer, NewYork, 1981. 58. Behzadian M., Otaghsara S. K., Yazdani M., Ignatius J. A state-of the-art survey of TOPSIS applications. Expert Systems with applications, 39 (17), 13051-13069, 2012.
  • 59. Cheng S. J., Hwang C. L. Fuzzy multiple attribute decision making: Methods and applications. Lecture Notes in Economics and Mathematical Systems, Springer, 1992.
  • 60. Liang G. S. Fuzzy MCDM based on ideal and anti-ideal concepts. European Journal of Operational Research, 112 (3), 682-691, 1999.
  • 61. Wang T. C., Chang, T. H. Application of TOPSIS in evaluating initial training aircraft under a fuzzy environment. Expert systems with applications, 33 (4), 870-880, 2007.
  • 62. Zhang X., Xu Z. Extension of TOPSIS to multiple criteria decision making with Pythagorean fuzzy sets. International journal of intelligent systems, 29 (12), 1061-1078, 2014.
  • 63. Yager R. R. Pythagorean fuzzy subsets. In 2013 joint IFSA world congress and NAFIPS annual meeting (IFSA/NAFIPS), IEEE, 57-61, 2013.
  • 64. Ak M. F., Gul M. AHP–TOPSIS integration extended with Pythagorean fuzzy sets for information security risk analysis. Complex & Intelligent Systems, 5 (2), 113-126, 2019.
  • 65. Onar S. C., Oztaysi B., Kahraman, C. Multicriteria Evaluation of Cloud Service Providers Using Pythagorean Fuzzy TOPSIS. Journal of Multiple-Valued Logic & Soft Computing, 30, 2018.
  • 66. Gedikli T. Pisagor bulanık TOPSIS ve bulanık TOPSIS yöntemleri ile en uygun bakım stratejisinin seçilmesi: Bir gıda işletmesinde uygulama, Yüksek Lisans Tezi, Konya Gıda ve Tarım Üniversitesi, Fen Bilimleri Enstitüsü, Konya, 2019.
  • 67. Chen C. T. Extensions of the TOPSIS for group decision-making under fuzzy environment. Fuzzy sets and systems, 114 (1), 1-9, 2000.
  • 68. Zhang X. A novel approach based on similarity measure for Pythagorean fuzzy multiple criteria group decision making. International Journal of Intelligent Systems, 31 (6), 593-611, 2016.
There are 65 citations in total.

Details

Primary Language Turkish
Subjects Business Process Management, Multiple Criteria Decision Making, Manufacturing and Service Systems
Journal Section Makaleler
Authors

Adem Erik 0000-0001-6840-0586

Yusuf Kuvvetli 0000-0002-9817-1371

Early Pub Date May 13, 2025
Publication Date
Submission Date September 12, 2024
Acceptance Date January 16, 2025
Published in Issue Year 2025 Volume: 40 Issue: 3

Cite

APA Erik, A., & Kuvvetli, Y. (2025). Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 40(3), 1689-1704. https://doi.org/10.17341/gazimmfd.1549275
AMA Erik A, Kuvvetli Y. Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi. GUMMFD. May 2025;40(3):1689-1704. doi:10.17341/gazimmfd.1549275
Chicago Erik, Adem, and Yusuf Kuvvetli. “Dijital Pazarlama Entegrasyonunun üretim Tesisleri için değerlendirilmesine yönelik bulanık çok Kriterli Karar Verme çerçevesi”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 40, no. 3 (May 2025): 1689-1704. https://doi.org/10.17341/gazimmfd.1549275.
EndNote Erik A, Kuvvetli Y (May 1, 2025) Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 40 3 1689–1704.
IEEE A. Erik and Y. Kuvvetli, “Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi”, GUMMFD, vol. 40, no. 3, pp. 1689–1704, 2025, doi: 10.17341/gazimmfd.1549275.
ISNAD Erik, Adem - Kuvvetli, Yusuf. “Dijital Pazarlama Entegrasyonunun üretim Tesisleri için değerlendirilmesine yönelik bulanık çok Kriterli Karar Verme çerçevesi”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 40/3 (May 2025), 1689-1704. https://doi.org/10.17341/gazimmfd.1549275.
JAMA Erik A, Kuvvetli Y. Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi. GUMMFD. 2025;40:1689–1704.
MLA Erik, Adem and Yusuf Kuvvetli. “Dijital Pazarlama Entegrasyonunun üretim Tesisleri için değerlendirilmesine yönelik bulanık çok Kriterli Karar Verme çerçevesi”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, vol. 40, no. 3, 2025, pp. 1689-04, doi:10.17341/gazimmfd.1549275.
Vancouver Erik A, Kuvvetli Y. Dijital pazarlama entegrasyonunun üretim tesisleri için değerlendirilmesine yönelik bulanık çok kriterli karar verme çerçevesi. GUMMFD. 2025;40(3):1689-704.