A Hybrid MCDM Model to Select Optimal Hosts of Variety Shows in the Social Media Era The selection of the optimal variety show hosts is a key to television stations. However, no study has a deal with this issue. In this paper, a hybrid multiple criteria decisionmaking (MCDM) model based on the fuzzy Delphi method, decisionmaking trial and evaluation laboratory (DEMATEL), analytic network process (ANP), and technique for order preference by similarity to ideal solution (TOPSIS) to choose optimal hosts of variety shows for television stations in the social media era was developed. The fuzzy Delphi method was taken as a screening tool for the selection criteria of variety show hosts. Then, DEMATEL was applied to verify the interdependencies between the perspectives. According to the interdependencies, ANP was employed to obtain weights. Finally, TOPSIS ranked the alternatives. The selection criteria were gathered from previous researches and discussions with senior executives of television stations. By the fuzzy Delphi method, 12 criteria were identified. Based on the past study and consultations with four senior executives, we classified 12 essential criteria into four perspectives to develop the hierarchy for the variety show host selection. Under the hierarchy base on four perspectives and 12 criteria, managers of television stations could select the optimal variety show hosts more effectively. The usability and efficiency of the proposed model were also considered by a case study. We offered a distinct contribution to the prior studies by providing a model in the variety show host selection field. In the context of social media competition, this study also added the selection criteria from Internet celebrities.

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.