Assessing green approaches and digital marketing strategies for twin transition via fermatean fuzzy SWARA-COPRAS
Yükleniyor...
Dosyalar
Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
MDPI
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Integrating green approaches and digital marketing strategies for Information and Communication Technologies (ICTs), which reduce environmental risks to desired levels by eliminating emissions and pollution, is considered one of the most promising solutions for logistics companies. The study strives to bring a practical and applicable solution to the decision problem involving the selection of indicators for green approaches and digital marketing strategies for ICTs in the logistics sector. An integrated Fermatean Fuzzy Step-wiseWeight Assessment Ratio Analysis (FF–SWARA) and Fermatean Fuzzy Complex Proportional Assessment (FF–COPRAS) methodology is applied to evaluate green approaches and digital marketing strategies. Concerning the findings, the foremost criterion is “data management,” whereas the best strategy is “programmatic advertising.” To the best of the authors’ knowledge, there is no other study that both offers a strategy selection for the logistics industry and considers environmental protection, sustainability, digital transformation, energy costs, and social and economic factors. The study is a part of ongoing research on productivity, sustainability, the environment, digitization, recycling and estimating levels of waste reduction, as well as business practices, competitiveness and ensuring employee satisfaction and resource efficiency. Also, it investigates the similarities and dissimilarities in the green approach practices of business in logistics and determines the extent to which these practices could be reflected. It is expected to ensure a roadmap for green approach practices and to support sustainable and ecological awareness efforts for ICTs in the logistics sector. Logistics companies can select an integrated digital strategy based on green informatics that suits them using the decision model employed in this study, which can handle uncertainties effectively. In this regard, the study’s findings, which focus on reaching customers and the most precise target audience in digital applications for businesses, are critical for developing strategy, plan and process.
Açıklama
Anahtar Kelimeler
Twin transition, Green transition, Digital transition, Fermatean fuzzy sets, Sustainability, Information and communication technology
Kaynak
Aximos
WoS Q Değeri
Q2
Scopus Q Değeri
Cilt
11
Sayı
12
Künye
Korucuk, S., Aytekin, A., Ecer, F., Karamaşa, Ç., & Zavadskas, E. K. (2022). Assessing Green Approaches and Digital Marketing Strategies for Twin Transition via Fermatean Fuzzy SWARA-COPRAS. Axioms, 11(12), 709.
