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Journals / Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi / 2026 / Cilt: 40 Sayı: 3

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

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

Adem Erik(Tarsus Üniversitesi)0000-0001-6840-0586
Yusuf Kuvvetli(ÇUKUROVA ÜNİVERSİTESİ)0000-0002-9817-1371
Pages
1689–1704
Publication Date
2025-08-21
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Comparing companies using these criteria were ranked according to their digital marketing capabilities, and a business-to-business evaluation systematic was created.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Digital marketing enables the creation of more effective marketing strategies and quick decision making compared to classical marketing.
📊
Key Findings & Data:In marketing activities, target audiences and personalized activities are seen as more effective marketing methods.
💡
Conclusion & Impact:Comparing companies using these criteria were ranked according to their digital marketing capabilities, and a business-to-business evaluation systematic was created.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Dijital Pazarlama · Alfa Düzeyine Dayalı Bulanık Shannon Entropisi · Bulanık TOPSİS

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.

Özet

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.

🔖

Cite This Article

Erik, A., Kuvvetli, Y. (2025). Fuzzy multi-criteria decision-making framework for digital marketing integration evaluation of manufacturing facilities. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, Cilt: 40 Sayı: 3, 1689–1704. https://doi.org/10.17341/gazimmfd.1549275

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