
Heliyon, Journal Year: 2024, Volume and Issue: 10(3), P. e23991 - e23991
Published: Jan. 8, 2024
Decision-making in real-world scenarios faces uncertainty. Fuzzy theory has been a means to represent such In this study, we propose an approach that incorporates bipolarity into multi-criteria decision-making processes applied digital marketing. The proposal considers both the positive and negative dimensions of data, leading better-informed decisions. Our contribution integrates Pythagorean fuzzy matrices, framework broadens utility bipolar theory. Through computational experimentation, identify most effective strategy for marketing platforms. When compared existing techniques, our shows advantages, underlining its potential improve uncertain offering insights businesses refine their strategies.
Language: Английский