Akademik Veri Yönetim Sistemi
Journal of the Faculty of Engineering and Architecture of Gazi University, cilt.40, sa.3, ss.1689-1703, 2025 (SCI-Expanded)
Compared to traditional marketing techniques, digital marketing enables the development of more effective strategies and the execution of faster decision-making processes. Identifying target audiences and implementing personalized activities have proven to be more effective in modern marketing practices. Digital marketing is considered a powerful tool for achieving such efficiency. This study proposes a hybrid approach based on fuzzy entropy and the TOPSIS method to evaluate the digital marketing performance of enterprises. The research involved data collection from manufacturing enterprises, followed by the determination of the relative importance of various performance assessment criteria using the fuzzy entropy method at the alpha level. Subsequently, the enterprises were ranked based on their performance using both the Pythagorean fuzzy TOPSIS and classical fuzzy TOPSIS methods. The results highlight that website effectiveness, e-mail marketing, and information technology applications are the most critical criteria for evaluating digital marketing performance. Using these criteria, a systematic evaluation method was established to enable a comparative analysis of enterprises' digital marketing competencies.