A novel advertising media selection framework for online games in an intuitionistic fuzzy environment

IF 7.6 1区经济学 Q1 ECONOMICS

Oeconomia Copernicana Pub Date : 2022-03-30 DOI:10.24136/oc.2022.004

Jalil Heidary Dahooie, M. Estiri, M. Janmohammadi, E. Zavadskas, Zenonas Turskis

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引用次数: 2

Abstract

Research background: The critical role of online games in e-commerce and the great competition among providers to enhance market share has significantly increased the need to use effective advertising patterns, techniques, and tools to attract users. There are two significant challenges to planning online media game selection. The first challenge is that there is no agreement on media selection criteria for online game advertising. The second challenge relates to the complexity of choosing advertising media. Purpose of the article: Given the multidimensionality and uncertainty in evaluating and selecting advertising media, especially in the case of online games, the need to provide a systematic framework for evaluating and selecting media is critical. Methods: The present study aims to provide a systematic framework based on multi-attribute decision-making (MADM) methods to evaluate and select the appropriate media for online game advertising. For this purpose, first, by reviewing the literature, a relatively comprehensive list of media selection criteria for online game advertising was extracted and then provided to experts in online game marketing and advertising in the fuzzy Delphi questionnaire. Then, based on their opinions, a localized decision model was obtained. Also, the Step-wise Weight Assessment Ratio Analysis (SWARA) method helped to determine the criteria? importance. In the next step, a preliminary list of online game advertising media was prepared and evaluated by experts based on the criteria obtained in the previous step. Finally, the media was ranked using the Additive Ratio ASsessment (ARAS) method. Findings & value added: Awareness of the criteria affecting the selection of online game advertising media and having a systematic framework for applying these criteria in advertising media selection decisions play a vital role in practical decisions. This research addresses one of the main gaps in the field of study by proposing a quantitative methodology for integrating information based on the knowledge of experts in the decision-making processes select advertising media for online games. Most traditional media selection processes are based solely on experience and estimation, and in practice, they are unable to systematically prioritize the alternatives due to the multiplicity of media available and the complexity of the decision-making process Interval-valued triangular fuzzy numbers (IVTFNs) can address the shortcomings of previous research while considering the uncertainties in this decision-making process. The findings of this framework can be good support for e-commerce managers and online game advertising practitioners.

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基于直觉模糊环境的网络游戏广告媒介选择框架

研究背景:网络游戏在电子商务中的关键作用，以及供应商之间为提高市场份额而进行的激烈竞争，大大增加了使用有效的广告模式、技术和工具来吸引用户的需求。规划在线媒体游戏选择有两个重大挑战。第一个挑战是，对于网络游戏广告的媒体选择标准还没有达成一致。第二个挑战与选择广告媒体的复杂性有关。文章的目的:考虑到评估和选择广告媒体的多维性和不确定性，特别是在网络游戏的情况下，需要提供一个评估和选择媒体的系统框架是至关重要的。方法:本研究旨在提供一个基于多属性决策(MADM)方法的系统框架来评估和选择合适的网络游戏广告媒体。为此，首先通过查阅文献，提炼出一份较为全面的网络游戏广告媒介选择标准清单，然后以模糊德尔菲问卷的形式提供给网络游戏营销和广告专家。然后，根据他们的意见，得到一个局部决策模型。此外，逐步加权评估比率分析(SWARA)方法有助于确定标准?的重要性。下一步，根据上一步获得的标准，编制初步的网络游戏广告媒体名单，并由专家进行评估。最后，采用加性比评价法(ARAS)对培养基进行排序。发现&增值:了解影响网络游戏广告媒体选择的标准，并在广告媒体选择决策中应用这些标准的系统框架，在实际决策中起着至关重要的作用。本研究通过提出一种基于专家在选择在线游戏广告媒体决策过程中的知识来整合信息的定量方法，解决了研究领域的主要空白之一。大多数传统的媒体选择过程仅仅基于经验和估计，在实践中，由于可用媒体的多样性和决策过程的复杂性，它们无法系统地优先考虑备选方案，区间值三角模糊数(IVTFNs)可以解决以往研究的不足，同时考虑到决策过程中的不确定性。该框架的研究结果可以为电子商务管理者和网络游戏广告从业者提供良好的支持。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Oeconomia Copernicana ECONOMICS-

CiteScore

13.70

自引率

5.90%

发文量

审稿时长

24 weeks

期刊介绍： The Oeconomia Copernicana is an academic quarterly journal aimed at academicians, economic policymakers, and students studying finance, accounting, management, and economics. It publishes academic articles on contemporary issues in economics, finance, banking, accounting, and management from various research perspectives. The journal's mission is to publish advanced theoretical and empirical research that contributes to the development of these disciplines and has practical relevance. The journal encourages the use of various research methods, including falsification of conventional understanding, theory building through inductive or qualitative research, first empirical testing of theories, meta-analysis with theoretical implications, constructive replication, and a combination of qualitative, quantitative, field, laboratory, and meta-analytic approaches. While the journal prioritizes comprehensive manuscripts that include methodological-based theoretical and empirical research with implications for policymaking, it also welcomes submissions focused solely on theory or methodology.