A literature survey on the usage of fuzzy MCDM methods for digital marketing

Cengiz Kahraman, İbrahim Yazıcı, Ali Karaşan

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Citations (Scopus)


Digital marketing is the integrated processes of building and maintaining customer relationships using online channels to establish the exchange and flow of products, and services in the market. It is the marketing that bridges electronic technology with psychology in the marketplace. Fuzzy sets can handle the uncertainty and human-manner linguistic evaluations in digital marketing. The objective of this chapter is to summarize and classify the literature on digital marketing, which uses the fuzzy multicriteria decision making methods (MCDM), and predict the future directions for digital marketing. Our chapter will include the main definitions and principles of digital marketing with its challenges. We also give a brief definition of the fuzzy MCDM used methods in the literature. We use graphical illustrations techniques for summarizing the survey results.

Original languageEnglish
Title of host publicationDigital Marketing and Consumer Engagement
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Number of pages19
ISBN (Electronic)9781522551898
ISBN (Print)1522551875, 9781522551874
Publication statusPublished - 1 Jan 2018

Bibliographical note

Publisher Copyright:
© 2018 by IGI Global. All rights reserved.


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