{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,9]],"date-time":"2026-05-09T10:01:00Z","timestamp":1778320860890,"version":"3.51.4"},"reference-count":30,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2022,5,13]],"date-time":"2022-05-13T00:00:00Z","timestamp":1652400000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Van Lang University"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Axioms"],"abstract":"<jats:p>Technology is becoming the tool that changes how people live every day, and the marketing strategies of businesses are also gradually shifting to the industry 4.0 mindset of constant growth and development. Digital marketing has changed human habits of information accessibility, determined their interactions, and witnessed the birth of a variety of new marketing technologies. Marketers are creating digital marketing products and services that enhance the experience for consumers, products, and services that are also delivered through high digital marketing networks. As a result, data sources become more abundant and allow consumers to have more choices. All products, services, technologies, and data are increasingly meeting the needs of consumers, thereby confirming the effectiveness of digital marketing in today\u2019s market. However, the evaluation and selection of digital marketing technology is very complex since it has many conflicting criteria and goals. The multi-criteria decision-making model (MCDM) is a powerful technique widely used for solving this type of problem. Thus, the author proposed a fuzzy linguistic MCDM method for evaluation of digital marketing technologies. After determining the evaluation criteria and alternatives, two MCDM methods, including Spherical Fuzzy Analytic Hierarchy Process (SF-AHP) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), are used in the evaluation and selection of digital marketing technologies procedure. Finally, an application is present to demonstrate the potential use of the proposed methodology. The main contribution of this study is to propose a Spherical fuzzy MCDM model to support planners and decision makers in the digital marketing technology evaluation and selection processes. A case study is also performed to showcase the feasibility of the proposed approach.<\/jats:p>","DOI":"10.3390\/axioms11050230","type":"journal-article","created":{"date-parts":[[2022,5,13]],"date-time":"2022-05-13T08:37:02Z","timestamp":1652431022000},"page":"230","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":24,"title":["Evaluation of Digital Marketing Technologies with Fuzzy Linguistic MCDM Methods"],"prefix":"10.3390","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4355-9499","authenticated-orcid":false,"given":"Ngo Quang","family":"Trung","sequence":"first","affiliation":[{"name":"Faculty of Commerce, Van Lang University, Ho Chi Minh City 70000, Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6851-1593","authenticated-orcid":false,"given":"Nguyen Van","family":"Thanh","sequence":"additional","affiliation":[{"name":"Faculty of Commerce, Van Lang University, Ho Chi Minh City 70000, Vietnam"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2022,5,13]]},"reference":[{"key":"ref_1","unstructured":"(2021, August 18). Xu h\u01b0\u1edbng ng\u00e0nh Digital Marketing Vi\u1ec7t Nam 2021 (Digital Marketing Industry Trends 2021 in Vietnam). Available online: https:\/\/vietnamdigital.vn\/blog\/xu-huong-nganh-digital-marketing-viet-nam-2021\/."},{"key":"ref_2","unstructured":"(2021, August 18). C\u00f4ng ngh\u1ec7 s\u1ed1 thay \u0111\u1ed5i di\u1ec7n m\u1ea1o c\u1ee7a ng\u00e0nh truy\u1ec1n th\u00f4ng t\u1ea1i Vi\u1ec7t Nam (Digital Transformation is Impacting the Media Industry in Vietnam). Available online: https:\/\/advertisingvietnam.com\/cong-nghe-so-thay-doi-dien-mao-cua-nganh-truyen-thong-tai-viet-nam."},{"key":"ref_3","unstructured":"(2021, August 18). Tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o v\u00e0 \u1ee9ng d\u1ee5ng trong ho\u1ea1t \u0111\u1ed9ng marketing (Artificial Intelligence and Its Application in Marketing Activities). Available online: https:\/\/senplus.vn\/tri-tue-nhan-tao-ai-va-ung-dung-trong-hoat-dong-marketing.html."},{"key":"ref_4","unstructured":"(2021, August 18). AI s\u1ebd thay \u0111\u1ed5i Digital Marketing th\u1ebf n\u00e0o trong n\u0103m 2021 (How AI Will Change Digital Marketing in 2021). Available online: https:\/\/advertisingvietnam.com\/ai-se-thay-doi-digital-marketing-the-nao-trong-nam-2021-p15989."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"60","DOI":"10.1126\/science.1200970","article-title":"The world\u2019s technological capacity to store, communicate, and compute information","volume":"332","author":"Hilbert","year":"2011","journal-title":"Science"},{"key":"ref_6","unstructured":"Ho Phuong Thao (2021, August 18). Big Data v\u00e0 nh\u1eefng \u1ee9ng d\u1ee5ng tuy\u1ec7t v\u1eddi v\u00e0o ng\u00e0nh Marketing th\u1eddi \u0111\u1ea1i 4.0 (Big Data and Great Applications in the Industry 4.0 Era of Marketing). Available online: https:\/\/123job.vn\/bai-viet\/big-data-va-nhung-ung-dung-tuyet-voi-vao-nganh-marketing-thoi-dai-40-937.html."},{"key":"ref_7","unstructured":"(2021, August 18). 7 xu h\u01b0\u1edbng \u1ee9ng d\u1ee5ng marketing automation cho doanh nghi\u00ea\u0323p (7 Marketing Automation Application Trends for Businesses). Available online: https:\/\/www.navee.asia\/kb\/7-xu-huong-ung-dung-marketing-automation-cho-doanh-nghiep\/."},{"key":"ref_8","unstructured":"(2021, August 18). \u1ee8ng d\u1ee5ng xu h\u01b0\u1edbng t\u01b0\u01a1ng t\u00e1c th\u1ef1c t\u1ebf\u2014Augmented Reality v\u00e0o Marketing. Available online: https:\/\/www.brandsvietnam.com\/congdong\/topic\/3529-Ung-dung-xu-huong-tuong-tac-thuc-te-Augmented-Reality-vao-marketing."},{"key":"ref_9","unstructured":"(2021, August 18). Augmented Reality l\u00e0 g\u00ec? (What is Augmented Reality?). Available online: https:\/\/webdoctor.vn\/augmented-reality-la-gi-xu-huong-tuong-tac-thuc-te-thoi-dai-so\/."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"477","DOI":"10.1016\/0048-7333(94)01001-3","article-title":"The relationship between science and technology","volume":"23","author":"Brooks","year":"1994","journal-title":"Res. Policy"},{"key":"ref_11","doi-asserted-by":"crossref","unstructured":"Mukul, E., B\u00fcy\u00fck\u00f6zkan, G., and G\u00fcler, M. (2019, January 19\u201321). Evaluation of digital marketing technologies with MCDM methods. Proceedings of the 6th International Conference on New Ideas in Management, Economics and Accounting, Paris, France.","DOI":"10.33422\/6th.imea.2019.04.1070"},{"key":"ref_12","doi-asserted-by":"crossref","unstructured":"Erdo\u011fan, M., Kara\u015fan, A., Kaya, \u0130., Budak, A., and \u00c7olak, M. (2019, January 23\u201325). A fuzzy based MCDM methodology for risk evaluation of cyber security technologies. Proceedings of the INFUS 2019 Conference, Istanbul, Turkey.","DOI":"10.1007\/978-3-030-23756-1_123"},{"key":"ref_13","doi-asserted-by":"crossref","unstructured":"Chang, S.C., Chang, H.H., and Lu, M.T. (2021). Evaluating industry 4.0 technology application in SMES: Using a Hybrid MCDM Approach. Mathematics, 9.","DOI":"10.3390\/math9040414"},{"key":"ref_14","first-page":"8852223","article-title":"An Integrated fuzzy best-worst-TOPSIS method for evaluation of hotel website and digital solutions provider firms","volume":"2020","author":"Samanlioglu","year":"2020","journal-title":"Adv. Fuzzy Syst."},{"key":"ref_15","unstructured":"Imanova, G.E., and Imanova, G. (2020, January 28\u201330). Digital marketing technologies selection under Z-environment. Proceedings of the 14th International Conference on Theory and Application of Fuzzy Systems and Soft Computing\u2014ICAFS-2020 , Istanbul, Turkey."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"2882","DOI":"10.1080\/1331677X.2019.1658534","article-title":"Marketing strategies evaluation based on big data analysis: A Clustering-MCDM Approach","volume":"32","author":"Mahdiraji","year":"2019","journal-title":"Econ. Res. Ekon. Istra\u017eivanja"},{"key":"ref_17","first-page":"539","article-title":"Employing MCDM methodology to verify correlationship between social media and service quality in the dynamic m-commerce era","volume":"19","author":"Hsieh","year":"2018","journal-title":"J. Internet Technol."},{"key":"ref_18","first-page":"1","article-title":"A hierarchy fuzzy MCDM method for studying electronic marketing strategies in the information service industry","volume":"8","author":"Tang","year":"1999","journal-title":"J. Int. Inf. Manag."},{"key":"ref_19","doi-asserted-by":"crossref","unstructured":"Ajripour, I. (2020). Applying MCDM Technique in analyzing the effect of promotion items based on online shopping factors: A Case Study. European Union\u2019s Contention in the Reshaping Global Economy, University of Szeged.","DOI":"10.14232\/eucrge.2020.proc.1"},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"28","DOI":"10.1504\/IJICBM.2016.073392","article-title":"Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: Demographics as Moderators","volume":"12","author":"Khatwani","year":"2016","journal-title":"Int. J. Indian Cult. Bus. Manag."},{"key":"ref_21","doi-asserted-by":"crossref","unstructured":"Joshi, K.P., and Alur, S. (2016). Enhanced selling on digital space via matching buyer and seller preferences using fuzzy MCDM method. Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing, IGI Global.","DOI":"10.4018\/978-1-4666-8808-7.ch007"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"1119","DOI":"10.3233\/JIFS-179473","article-title":"Analysis of companies\u2019 digital maturity by hesitant fuzzy linguistic MCDM methods","volume":"38","year":"2020","journal-title":"J. Intell. Fuzzy Syst."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"255","DOI":"10.1016\/j.ejor.2004.02.016","article-title":"An MCDM model for media selection in the dual consumer\/industrial market","volume":"166","author":"Kwak","year":"2005","journal-title":"Eur. J. Oper. Res."},{"key":"ref_24","doi-asserted-by":"crossref","unstructured":"Kaltenrieder, P., D\u2019Onofrio, S., and Portmann, E. (2016). Applying the fuzzy analytical network process in digital marketing. Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing, IGI Global.","DOI":"10.4018\/978-1-4666-8808-7.ch010"},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"259","DOI":"10.1016\/j.dss.2013.06.006","article-title":"Improving RFID adoption in Taiwan\u2019s healthcare industry based on a DEMATEL technique with a hybrid MCDM model","volume":"56","author":"Lu","year":"2013","journal-title":"Decis. Support Syst."},{"key":"ref_26","doi-asserted-by":"crossref","unstructured":"Boopathy, P., and Deepa, N. (2021). Decision analysis in financial marketing using multi-criteria decision-making methods. Sustainability Reporting, Ethics, and Strategic Management Strategies for Modern Organizations, IGI Global.","DOI":"10.4018\/978-1-7998-4637-6.ch007"},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"337","DOI":"10.3233\/JIFS-181401","article-title":"Spherical fuzzy sets and spherical fuzzy TOPSIS method","volume":"36","author":"Kahraman","year":"2019","journal-title":"J. Intell. Fuzzy Syst."},{"key":"ref_28","doi-asserted-by":"crossref","unstructured":"Yager, R. (2013, January 24\u201328). Pythagorean fuzzy subsets. Proceedings of the 2013 Joint IFSA World Congress and NAFIPS Annual Meeting (IFSA\/NAFIPS), Edmonton, AB, Canada.","DOI":"10.1109\/IFSA-NAFIPS.2013.6608375"},{"key":"ref_29","first-page":"4607","article-title":"A novel spherical fuzzy analytic hierarchy process and its renewable energy application","volume":"24","author":"Kahraman","year":"2019","journal-title":"Soft Comput."},{"key":"ref_30","doi-asserted-by":"crossref","unstructured":"Hwang, C.L., and Yoon, K. (1981). Multiple Attribute Decision Making: Methods and Applications, Springer.","DOI":"10.1007\/978-3-642-48318-9"}],"container-title":["Axioms"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2075-1680\/11\/5\/230\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T23:10:27Z","timestamp":1760137827000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2075-1680\/11\/5\/230"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,5,13]]},"references-count":30,"journal-issue":{"issue":"5","published-online":{"date-parts":[[2022,5]]}},"alternative-id":["axioms11050230"],"URL":"https:\/\/doi.org\/10.3390\/axioms11050230","relation":{},"ISSN":["2075-1680"],"issn-type":[{"value":"2075-1680","type":"electronic"}],"subject":[],"published":{"date-parts":[[2022,5,13]]}}}