Assessing Social Media Platform Effectiveness Among Varied Consumer Segments Using Fuzzy Analysis

Abstract

This study uses a fuzzy analytical technique to give a thorough evaluation of how well social media platforms reach various customer segments. Initially the classification of consumers into five groups according to their job status: employed in the private sector, employed in the public sector, homemakers who are unemployed, self-employed/entrepreneurs, and students. Each section has a unique weight that reflects its relative importance during the review process. After that, using a fuzzy scale to capture the range of replies, a decision matrix is generated. By using the Fuzzy TOPSIS approach, calculate a proximity coefficient and rank the social media platforms according to how well they can reach different consumer segments.