Plithogenic MCDM with LBWA in Selecting Digital Marketing Strategies

Abstract

Digital Marketing is gaining more momentum and it is becoming indispensable in product promotion and sales. The business entities are closely tied with digital marketing mediums to reach customers in large numbers. However, the challenges of choosing the optimal medium of marketing digitally constrains the business endeavours. This research work proposes a decision-making model integrating Plithogenic based contradictions method of ranking with LBWA (Level Based Weighting Assessment) method of finding the criterion weights. This proposed approach of making optimal selection of the mediums of digital marketing is highly efficient in tackling the challenges of product propagation and customer segmentation. The competency of this approach is validated with other Plithogenic integrated methods of criterion weight computation. The newly developed blended method of making decisions facilitates in handling complex decision environments with several criteria. The limitations of this model shall be handled by discussing LBWA with linguistic representations and under the environments of fuzzy and its extended versions.