Akademik Məlumat İdarəetmə Sistemi
11th International Conference on Theory and Applications Soft Computing, Computing with Words and Perceptions and Artificial Intelligence, ICSCCW 2021, Antalya, Turkey, 23 - 24 August 2021, vol.362 LNNS, pp.465-473, (Full Text)
Advanced technology provides many opportunities to be utilized. Nowadays, window of opportunity is opened through digital marketing, which is a great tool to gain a competitive advantage over rivals. However, the ineffective use of digital marketing analytics and tools based on the insufficient or the wrong decisions will not bring any benefit to the companies. Especially during pandemic outbreak, digital marketing has gained a great popularity and become very useful for both companies and customers. In this state-of-art research we analyze the existing literature associated with digital marketing that is based on fuzzy logic. Several important research and their methodology were analyzed to provide a view of the existing studies that associate the digital marketing with the fuzzy logic. The main problem related to analyzed literature is the lack of certainty and reliability of the data provided. At the end, a proposed model under Z-environment is given for the decision-making process related to digital marketing analytics and tools.