Akademik Məlumat İdarəetmə Sistemi
14th International Conference on Applications of Fuzzy Systems, Soft Computing, and Artificial Intelligence Tools, ICAFS 2020, Budva, Montenegro, 27 - 28 August 2020, vol.1306, pp.378-387, (Full Text)
As a result of advanced technological changes, the customer-company relationship becomes more digital. Recent digital marketing technologies have profoundly changed the: products produced; prices offered to customers to boost the profit gained; places of brick-and-mortar to virtual ones; interaction and communication way to enhance the customer satisfaction, and personalized promotion to influence customer buying decision; and targeting customer segments. As a result, companies can influence the consumer buying behavior at the right time, with the right product/service, in an enhanced manner. In this paper, we investigate the selection of optimal digital marketing technology among Artificial Intelligence (AI), Internet of Things (IoT), and Virtual or Augmented Reality (VR/AR). Our research is based on consistency driven approach for determination of the weights of criteria that are product, price, place, promotion and targeting the customer, and distance between ideal positive and negative solution under Z-number. A numerical example is provided in order to check the validity of the considered approach.