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Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A n...
Kuppusamy, Vishalakshi; Shanmugasundaram, Maragathavalli; Dhandapani, Prasantha Bharathi; Martin-Barreiro, Carlos; Cabezas, Xavier; Leiva, VíctorDecision-making in real-world scenarios faces uncertainty. Fuzzy theory has been a means to represent such uncertainty. In this study, we propose an approach that incorporates bipolarity into multi-criteria decision-making processes applied to digital marketing. The proposal considers both the positive and negative dimensions of data, leading to better-informed decisions. Our contribution integrates bipolarity ...
Addressing a decision problem through a bipolar Pythagorean fuzzy approach: A n...
Kuppusamy, Vishalakshi; Shanmugasundaram, Maragathavalli; Dhandapani, Prasantha Bharathi; Martin-Barreiro, Carlos; Cabezas, Xavier; Leiva, VíctorDecision-making in real-world scenarios often faces the challenge of uncertainty. Traditionally, fuzzy theory has been a means to represent and navigate such uncertainty. In this study, we propose a pioneering approach that incorporates a bipolarity analysis into multi-criteria decision-making processes, with a focus on its application in digital marketing. The proposal allows the analysis to be more encompassi...