{"id":"https://openalex.org/W3004169763","doi":"https://doi.org/10.1109/ieem44572.2019.8978797","title":"A Fuzzy-AHP Approach for Strategic Evaluation and Selection of Digital Marketing Tools","display_name":"A Fuzzy-AHP Approach for Strategic Evaluation and Selection of Digital Marketing Tools","publication_year":2019,"publication_date":"2019-12-01","ids":{"openalex":"https://openalex.org/W3004169763","doi":"https://doi.org/10.1109/ieem44572.2019.8978797","mag":"3004169763"},"language":"en","primary_location":{"id":"doi:10.1109/ieem44572.2019.8978797","is_oa":false,"landing_page_url":"https://doi.org/10.1109/ieem44572.2019.8978797","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101463474","display_name":"K.H. Leung","orcid":"https://orcid.org/0000-0003-2058-0287"},"institutions":[{"id":"https://openalex.org/I889458895","display_name":"University of Hong Kong","ror":"https://ror.org/02zhqgq86","country_code":"HK","type":"education","lineage":["https://openalex.org/I889458895"]},{"id":"https://openalex.org/I47605537","display_name":"The Hang Seng University of Hong Kong","ror":"https://ror.org/04fa64g55","country_code":"CN","type":"education","lineage":["https://openalex.org/I47605537"]}],"countries":["CN","HK"],"is_corresponding":true,"raw_author_name":"K. H. Leung","raw_affiliation_strings":["The Hang Seng University of Hong Kong,Department of Supply Chain and Information Management,Hong Kong","Department of Supply Chain and Information Management, The Hang Seng University of Hong Kong, Hong Kong"],"affiliations":[{"raw_affiliation_string":"The Hang Seng University of Hong Kong,Department of Supply Chain and Information Management,Hong Kong","institution_ids":["https://openalex.org/I47605537","https://openalex.org/I889458895"]},{"raw_affiliation_string":"Department of Supply Chain and Information Management, The Hang Seng University of Hong Kong, Hong Kong","institution_ids":["https://openalex.org/I47605537","https://openalex.org/I889458895"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5076664509","display_name":"Daniel Y. Mo","orcid":"https://orcid.org/0000-0001-8307-9065"},"institutions":[{"id":"https://openalex.org/I47605537","display_name":"The Hang Seng University of Hong Kong","ror":"https://ror.org/04fa64g55","country_code":"CN","type":"education","lineage":["https://openalex.org/I47605537"]},{"id":"https://openalex.org/I889458895","display_name":"University of Hong Kong","ror":"https://ror.org/02zhqgq86","country_code":"HK","type":"education","lineage":["https://openalex.org/I889458895"]}],"countries":["CN","HK"],"is_corresponding":false,"raw_author_name":"Daniel Y. Mo","raw_affiliation_strings":["The Hang Seng University of Hong Kong,Department of Supply Chain and Information Management,Hong Kong","Department of Supply Chain and Information Management, The Hang Seng University of Hong Kong, Hong Kong"],"affiliations":[{"raw_affiliation_string":"The Hang Seng University of Hong Kong,Department of Supply Chain and Information Management,Hong Kong","institution_ids":["https://openalex.org/I47605537","https://openalex.org/I889458895"]},{"raw_affiliation_string":"Department of Supply Chain and Information Management, The Hang Seng University of Hong Kong, Hong Kong","institution_ids":["https://openalex.org/I47605537","https://openalex.org/I889458895"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5101463474"],"corresponding_institution_ids":["https://openalex.org/I47605537","https://openalex.org/I889458895"],"apc_list":null,"apc_paid":null,"fwci":3.0602,"has_fulltext":false,"cited_by_count":12,"citation_normalized_percentile":{"value":0.93045422,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"1422","last_page":"1426"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.994700014591217,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.9696000218391418,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.7492877244949341},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5579925179481506},{"id":"https://openalex.org/keywords/analytic-hierarchy-process","display_name":"Analytic hierarchy process","score":0.5259276032447815},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.4766598343849182},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.4745774269104004},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"Marketing strategy","score":0.4670471251010895},{"id":"https://openalex.org/keywords/process","display_name":"Process (computing)","score":0.44022905826568604},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4399416744709015},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4246484637260437},{"id":"https://openalex.org/keywords/marketing-channel","display_name":"Marketing channel","score":0.41090887784957886},{"id":"https://openalex.org/keywords/knowledge-management","display_name":"Knowledge management","score":0.3612692654132843},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.22987034916877747},{"id":"https://openalex.org/keywords/operations-research","display_name":"Operations research","score":0.1586504578590393},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.14459556341171265}],"concepts":[{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.7492877244949341},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5579925179481506},{"id":"https://openalex.org/C87345402","wikidata":"https://www.wikidata.org/wiki/Q485202","display_name":"Analytic hierarchy process","level":2,"score":0.5259276032447815},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4766598343849182},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.4745774269104004},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4670471251010895},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.44022905826568604},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4399416744709015},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4246484637260437},{"id":"https://openalex.org/C2776094799","wikidata":"https://www.wikidata.org/wiki/Q6576947","display_name":"Marketing channel","level":2,"score":0.41090887784957886},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.3612692654132843},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.22987034916877747},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.1586504578590393},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.14459556341171265},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/ieem44572.2019.8978797","is_oa":false,"landing_page_url":"https://doi.org/10.1109/ieem44572.2019.8978797","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2019 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.5099999904632568,"display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":16,"referenced_works":["https://openalex.org/W73736964","https://openalex.org/W1967579779","https://openalex.org/W1985749074","https://openalex.org/W2004196287","https://openalex.org/W2005983249","https://openalex.org/W2040924390","https://openalex.org/W2121001699","https://openalex.org/W2329279908","https://openalex.org/W2490003737","https://openalex.org/W2770250758","https://openalex.org/W3121775323","https://openalex.org/W3124753030","https://openalex.org/W3125672425","https://openalex.org/W3141714916","https://openalex.org/W4205855732","https://openalex.org/W6602970860"],"related_works":["https://openalex.org/W2008815286","https://openalex.org/W1581246342","https://openalex.org/W2981894583","https://openalex.org/W1972175325","https://openalex.org/W2020511092","https://openalex.org/W1969188889","https://openalex.org/W3139064098","https://openalex.org/W3003887579","https://openalex.org/W2047195236","https://openalex.org/W4242311056"],"abstract_inverted_index":{"The":[0,51,136],"prevalence":[1],"and":[2,8,19,39,61,79,83,117,125,128],"rapid":[3],"development":[4],"of":[5,43,53,73,90,93,107,146,158],"the":[6,25,35,71,87,91,142,155,160],"Internet":[7],"mobile":[9],"technology":[10],"in":[11,34,123],"recent":[12],"decades":[13],"has":[14],"revamped":[15],"our":[16],"living":[17],"styles":[18],"daily":[20],"habits.":[21],"To":[22],"ride":[23],"on":[24,103],"digital":[26,36,74,94,131,147],"trend,":[27],"more":[28],"business":[29,45,67,144],"activities":[30],"have":[31,64],"been":[32],"engaged":[33],"world.":[37],"Marketing":[38],"advertising":[40,80],"is":[41,48,115],"one":[42],"typical":[44],"areas":[46],"that":[47],"transformed":[49],"digitally.":[50],"rise":[52],"Key":[54],"Opinion":[55],"Leaders":[56],"(KOLs),":[57],"social":[58],"media":[59],"platforms,":[60],"Omni-channel":[62],"retailing":[63],"attracted":[65],"countless":[66],"entities":[68],"to":[69],"consider":[70],"adoption":[72],"marketing":[75,95,132,148,163],"tools":[76],"for":[77,119,134],"promoting":[78],"their":[81],"brands":[82],"products.":[84],"However,":[85],"with":[86],"increasing":[88],"diversity":[89],"types":[92],"tools,":[96],"they":[97],"must":[98],"be":[99],"carefully":[100],"selected":[101],"based":[102],"a":[104,112],"multiple":[105],"number":[106],"criterion.":[108],"In":[109],"this":[110],"paper,":[111],"fuzzy-AHP":[113],"method":[114,138],"proposed":[116],"developed":[118,137],"assisting":[120],"industry":[121],"practitioners":[122],"systematically":[124],"effectively":[126],"evaluate":[127],"select":[129],"proper":[130],"tool(s)":[133],"adoption.":[135],"not":[139],"only":[140],"streamlines":[141],"internal":[143],"process":[145],"tool":[149],"selection,":[150],"but":[151],"it":[152],"also":[153],"increases":[154],"practitioner's":[156],"effectiveness":[157],"achieving":[159],"pre-defined":[161],"strategic":[162],"objectives.":[164]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
