Assessing digital marketing strategies in the retail sector using Bayesian BWM and fuzzy topsis

Abstract

Digital marketing strategies play a crucial role in today's business world and have become an indispensable component of many sectors. The main objective of this study is to assess digital marketing strategies in the retail sector with multiple criteria decision making (MCDM) methods. Bayesian BWM (B-BWM) is utilized in the study to identify the weights of the criteria and fuzzy TOPSIS method is utilized to assess digital marketing strategies implemented in the retail sector. Based on the methodology used, customer satisfaction, customer loyalty, and competitive position in the market are the most important criteria that are taken into account in the selection of digital marketing strategies. Moreover, search engine optimisation and influencer marketing are the most suitable digital marketing strategies in the retail sector. The findings from this study could serve as a guide for evaluating digital marketing strategies in the retail sector. © 2024, IGI Global.