A FuzzyAHP Approach for Strategic Evaluation and Selection of Digital Marketing Tools The prevalence and rapid development of the Internet and mobile technology in recent decades has revamped our living styles and daily habits. To ride on the digital trend, more business activities have been engaged in the digital world. Marketing and advertising is one of typical business areas that is transformed digitally. The rise of Key Opinion Leaders (KOLs), social media platforms, and Omnichannel retailing have attracted countless business entities to consider the adoption of digital marketing tools for promoting and advertising their brands and products. However, with the increasing diversity of the types of digital marketing tools, they must be carefully selected based on a multiple number of criterion. In this paper, a fuzzyAHP method is proposed and developed for assisting industry practitioners in systematically and effectively evaluate and select proper digital marketing tool(s) for adoption. The developed method not only streamlines the internal business process of digital marketing tool selection, but it also increases the practitioneru0027s effectiveness of achieving the predefined strategic marketing objectives.

Analyzing barriers for adopting sustainable online consumption: A rough hierarchical DEMATEL method Abstract   Sustainable online consumption is attracting attention in both the academic and managerial communities. Identifying and analyzing the barriers of sustainable online consumption is critical to its successful implementation. However, the previous approaches often assume that the barriers are equally important in manipulating the interrelationships among barriers, and they need auxiliary information or preassumptions (e.g. preset fuzzy membership functions) in dealing with vague information, which will influence the accuracy of the barrier analysis results. To solve the problems, an integrated method based on improved DEMATEL, ISM and rough set theory is developed in this paper. The proposed method integrates the strength of improved DEMATEL approach in exploring causeeffect relationships considering the impact of barrier strength on the relationships, the advantage of ISM method in building the hierarchical structure of elements, and the merit of rough number in manipulating the vagueness without any auxiliary information or preassumptions. Finally, an application in a large ecommerce company is provided to show the feasibility and effectiveness of the proposed method.