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Development of an Innovative Multi-Criteria Decision-Making Model for Digital Marketer Selection
Kuei-Lun Chang
The mattress industry is a zero-sum market in Taiwan. Faced with the challenge that mattress factories are creating their brand identity and international brands enter the Taiwanese market by appointing agents, the competition among brands is fierce. This has established an era in which mattress brands are at war with each other. In the post-pandemic era, the mattress industry has good market prospects amidst economic recovery. With the development of emerging technologies, the digital wave has a more significant impact on global markets. It urges various industries to deepen digital applications and affects consumer behavioral patterns, thus changing marketing rules. In such a context, digital marketing has become an inevitable trend for enterprises to gain a competitive advantage. This work proposed an innovative multi-criteria decision-making (MCDM) model based on fuzzy importance-performance analysis (FIPA), analytic hierarchy process (AHP), and technique for order preference by similarity to ideal solution (TOPSIS). The proposed model can be used for mattress brand executives in selecting the digital marketers. This issue is essential for companies’ sustainable development. However, no previous studies have focused on this topic.
Keywords: Analytic hierarchy process (AHP), digital marketing, digital transformation, fuzzy importance-performance analysis (FIPA), mattress brand, sustainable development, technique for order preference by similarity to ideal solution (TOPSIS)