Innovative exponential TODIM-CoCoSo framework for uncertain multiple-attribute group decision-making in the effectiveness evaluation of short video marketing strategies

Article type: Research Article

Authors: Zhang, Bin^{; *}

Affiliations: School of Economics and Management, Weinan Norma University, Weinan, Shanxi, China

Correspondence: [*] Corresponding author. Bin Zhang, School of Economics and Management, Weinan Norma University, Weinan, Shanxi, 714099, China. E-mail: [email protected].

Abstract: In recent years, e-commerce live streaming and short video marketing supported by big data and artificial intelligence technology have flourished, adding new sales models for e-commerce products to mass consumption, promoting the multimodal development of the e-commerce industry, giving new impetus and connotation to economic and social development, and being an effective means to achieve high-quality development in the new era. The effectiveness evaluation of short video marketing strategies is a multiple-attribute group decision-making (MAGDM) problem. Recently, the Exponential TODIM technique and Combined Compromise Solution (CoCoSo) technique has been employed to cope with MAGDM issues. The interval-valued Pythagorean fuzzy sets (IVPFSs) are employed as a tool for characterizing uncertain information during the effectiveness evaluation of short video marketing strategies. In this paper, the interval-valued Pythagorean fuzzy Exponential TODIM (ExpTODIM) (IVPF-ExpTODIM-CoCoSo) technique is constructed to solve the MAGDM under IVPFSs. In the end, a numerical case study for effectiveness evaluation of short video marketing strategies is given to validate the proposed technique. The main contributions of this paper are outlined: (1) the Exp-TODIM and CoCoSo technique has been extended to IVPFSs; (2) Information Entropy is employed to manage the weight values under IVPFSs. (3) the IVPF-ExpTODIM-CoCoSo technique is founded to implement the MAGDM under IVPFSs; (4) a numerical case study for effectiveness evaluation of short video marketing strategies and some comparative analysis is supplied to verify the IVPF-ExpTODIM-CoCoSo technique.

Keywords: Multiple attribute group decision making (MAGDM), interval-valued Pythagorean fuzzy sets (IVPFSs), Exponential TODIM (ExpTODIM) technique, CoCoSo technique, effectiveness evaluation

DOI: 10.3233/JIFS-236767

Journal: Journal of Intelligent & Fuzzy Systems, vol. 46, no. 2, pp. 4029-4042, 2024