Sensitivity Analysis of the Model for Selection of New Digital Marketing Technologies

Imanova G. E., İMANOVA G.

12th International Conference on Theory and Application of Soft Computing, Computing with Words and Perception and Artificial Intelligence, ICSCCW 2024, Budva, Montenegro, 26 - 27 August 2024, vol.1622 LNNS, pp.237-245, (Full Text) identifier

  • Nəşrin Növü: Conference Paper / Full Text
  • Cild: 1622 LNNS
  • Doi nömrəsi: 10.1007/978-3-032-05103-5_30
  • Çap olunduğu şəhər: Budva
  • Ölkə: Montenegro
  • Səhifə sayı: pp.237-245
  • Açar sözlər: Artificial Intelligence, Augmented reality, Digital marketing technologies, Internet of Things, sensitivity analysis, Virtual reality, Z-valued matrix
  • Açıq Arxiv Kolleksiyası: Konfrans Materialı
  • Adres: Bəli

Qısa məlumat

The enhanced technological changes make it evident that new marketing strategies are required to keep up with evolving customer needs and demands. The relationship between consumers and companies is evolving due to digital marketing technologies. In this study, we examine which of the following alternative technologies of Artificial Intelligence (AI), Internet of Things (IoT), Virtual (VR) or Augmented Reality (AR) is best for the companies’ digital marketing strategies. We aim to use sensitivity analysis to examine how the modifications to pairwise judgments or criteria weights impact the final decision outcome by modifying fuzzy values and recalculating ranking of alternatives. Moreover, the consistency-driven Z-number-valued matrix technique serves as the basis for our research and it is used to determine the eigenvector of the considered criteria, which are, budget, efficiency of technology, staff competency and communication.