Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Fibres & Textiles in Eastern Europe

Volume 32 (2024): Issue 1 (February 2024)

By:

Ahmet Özbek

Open Access

|Feb 2024

Figures & Tables

Multiplicative matrix of the lower points

Problems Criteria	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	1,00	7,94	2,82	7,94	2,82	7,94	2,82	7,94	2,82
P2	0,06	1,00	0,06	0,03	0,06	0,03	0,06	0,03	0,06
P3	0,13	7,94	1,00	0,71	1,41	0,71	1,41	0,71	1,41
P4	0,06	16,41	0,71	1,00	2,82	1,41	2,82	1,41	2,82
P5	0,13	7,94	0,35	0,13	1,00	0,06	0,13	0,06	0,13
P6	0,06	16,41	0,71	0,35	7,94	1,00	16,41	16,41	16,41
P7	0,13	7,94	0,35	0,13	2,82	0,03	1,00	1,41	2,82
P8	0,06	16,41	0,71	0,35	7,94	0,03	0,35	1,00	0,71
P9	0,13	7,94	0,35	0,13	2,82	0,03	0,13	0,71	1,00

Combinations of scenarios with different problems’ weights

Scenarios	Combinations
Scenario 1	Current
Scenario 2	P1 CLI, The Rest current
Scenario 3	P2 CLI, The Rest current
Scenario 4	P3 CLI, The Rest current
Scenario 5	P4 CLI, The Rest current
Scenario 6	P5 CLI, The Rest current
Scenario 7	P6 CLI, The Rest current
Scenario 8	P7 CLI, The Rest current
Scenario 9	P8 CLI, The Rest current
Scenario 10	P9 CLI, The Rest current
Scenario 11	P1 VHI, The Rest current
Scenario 12	P2 VHI, The Rest current
Scenario 13	P3 VHI, The Rest current
Scenario 14	P4 VHI, The Rest current
Scenario 15	P5 VHI, The Rest current
Scenario 16	P6 VHI, The Rest current
Scenario 17	P7 VHI, The Rest current
Scenario 18	P8 VHI, The Rest current
Scenario 19	P9 VHI, The Rest current

Multiplicative matrix of upper points

Problems Criteria	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	1,00	15,85	7,94	15,85	7,94	15,85	7,94	15,85	7,94
P2	0,13	1,00	0,13	0,06	0,13	0,06	0,13	0,06	0,13
P3	0,35	15,85	1,00	1,41	2,82	1,41	2,82	1,41	2,82
P4	0,13	31,62	1,41	1,00	7,94	2,82	7,94	2,82	7,94
P5	0,35	15,85	0,71	0,35	1,00	0,13	0,35	0,13	0,35
P6	0,13	31,62	1,41	0,71	15,85	1,00	31,62	31,62	31,62
P7	0,35	15,85	0,71	0,35	7,94	0,06	1,00	2,82	7,94
P8	0,13	31,62	1,41	0,71	15,85	0,06	0,71	1,00	1,41
P9	0,35	15,85	0,71	0,35	7,94	0,06	0,35	1,41	1,00

Difference matrix between upper points of membership and non-membership functions

Problems Criteria	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	0,00	0,80	0,60	0,80	0,60	0,80	0,60	0,80	0,60
P2	-0,60	0,00	-0,60	-0,81	-0,60	-0,81	-0,60	-0,81	-0,60
P3	-0,30	0,80	0,00	0,10	0,30	0,10	0,30	0,10	0,30
P4	-0,60	1,00	0,10	0,00	0,60	0,30	0,60	0,30	0,60
P5	-0,30	0,80	-0,10	-0,30	0,00	-0,60	-0,30	-0,60	-0,30
P6	-0,60	1,00	0,10	-0,10	0,80	0,00	1,00	1,00	1,00
P7	-0,30	0,80	-0,10	-0,30	0,60	-0,81	0,00	0,30	0,60
P8	-0,60	1,00	0,10	-0,10	0,80	-0,81	-0,10	0,00	0,10
P9	-0,30	0,80	-0,10	-0,30	0,60	-0,81	-0,30	0,10	0,00

Matrix of weights before normalization

Problems Criteria	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	1,00	9,52	3,77	9,52	3,77	9,52	3,77	9,52	3,77
P2	0,08	1,00	0,08	0,04	0,08	0,04	0,08	0,04	0,08
P3	0,17	9,52	1,00	0,85	1,69	0,85	1,69	0,85	1,69
P4	0,08	19,45	0,85	1,00	3,77	1,69	3,77	1,69	3,77
P5	0,17	9,52	0,43	0,17	1,00	0,08	0,17	0,08	0,17
P6	0,08	19,45	0,85	0,43	9,52	1,00	19,45	19,45	19,45
P7	0,17	9,52	0,43	0,17	3,77	0,04	1,00	1,69	3,77
P8	0,08	19,45	0,85	0,43	9,52	0,04	0,43	1,00	0,85
P9	0,17	9,52	0,43	0,17	3,77	0,04	0,17	0,85	1,00

Distribution of problems encountered when selling clothes on Instagram

	Problems	F
P1	Instagram-related technical issues (disconnection, frequent freezing of the page, difficulties in reaching customer support, posts not appearing on everyone’s feed, inability to make direct sales, limitations on payments, visibility, etc.)	8
P2	Instagram users generally demand retail products.	1
P3	Shipping-related issues (speed, loss, high prices, etc.)	7
P4	Lack of trust among users in Instagram marketing (due to the abundance of amateur pages, etc.)	4
P5	Challenges in creating engaging content on Instagram	3
P6	Challenges in increasing follower count on Instagram	6
P7	The high cost of Instagram marketing (due to expenses such as advertising, promotion, commissions, shipping, CPM, etc.)	6
P8	Customer-related problems on Instagram (such as incorrect size selection, requests for unavailable sizes, exchange requests, discount demands, Instagram algorithm, excessive inquiries, etc.)	6
P9	Shortage of Instagram marketing specialists (lack of foreign language proficiency, addressing customer feedback, etc.)	2
	Total	43

Linguistic variables and pythagorean fuzzy numbers [26]

Linguistic Variables	Pythagorean Fuzzy Numbers
Linguistic Variables	The lower value of the membership degree (μL)	The upper value of the membership degree (μU)	The lower value of the non-membership degree (vL)	The upper value of the nonmembership degree (vU)
Certainly Low Importance (CLI)	0	0	0.9	1
Very Low Importance (VLI)	0.1	0.2	0.8	0.9
Low Importance (LI)	0.2	0.35	0.65	0.8
Below Average Importance (BAI)	0.35	0.45	0.55	0.65
Average Importance (AI)	0.45	0.55	0.45	0.55
Above Average Importance (AAI)	0.55	0.65	0.35	0.45
High Importance (HI)	0.65	0.8	0.2	0.35
Very High Importance (VHI)	0.8	0.9	0.1	0.2
Certainly High Importance (CHI)	0.9	1	0	0
Exactly Equal (EE)	0.1965	0.1965	0.1965	0.1965

Difference matrix between lower points of membership and non-membership functions

Problems	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	0,0	0,6	0,3	0,6	0,3	0,6	0,3	0,6	0,3
P2	-0,8	0,0	-0,8	-1,0	-0,8	-1,0	-0,8	-1,0	-0,8
P3	-0,6	0,6	0,0	-0,1	0,1	-0,1	0,1	-0,1	0,1
P4	-0,8	0,8	-0,1	0,0	0,3	0,1	0,3	0,1	0,3
P5	-0,6	0,6	-0,3	-0,6	0,0	-0,8	-0,6	-0,8	-0,6
P6	-0,8	0,8	-0,1	-0,3	0,6	0,0	0,8	0,8	0,8
P7	-0,6	0,6	-0,3	-0,6	0,3	-1,0	0,0	0,1	0,3
P8	-0,8	0,8	-0,1	-0,3	0,6	-1,0	-0,3	0,0	-0,1
P9	-0,6	0,6	-0,3	-0,6	0,3	-1,0	-0,6	-0,1	0,0

Determinacy degrees of the criteria

Problems Criteria	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	1,00	0,80	0,70	0,80	0,70	0,80	0,70	0,80	0,70
P2	0,80	1,00	0,80	0,81	0,80	0,81	0,80	0,81	0,80
P3	0,70	0,80	1,00	0,80	0,80	0,80	0,80	0,80	0,80
P4	0,80	0,81	0,80	1,00	0,70	0,80	0,70	0,80	0,70
P5	0,70	0,80	0,80	0,70	1,00	0,80	0,70	0,80	0,70
P6	0,80	0,81	0,80	0,80	0,80	1,00	0,81	0,81	0,81
P7	0,70	0,80	0,80	0,70	0,70	0,81	1,00	0,80	0,70
P8	0,80	0,81	0,80	0,80	0,80	0,81	0,80	1,00	0,80
P9	0,70	0,80	0,80	0,70	0,70	0,81	0,70	0,80	1,00

Pairwise comparison of problems when marketing clothes on Instagram with respect to experts’ judgments

Problems	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	EE	VHI	HI	VHI	HI	VHI	HI	VHI	HI
P2	VLI	EE	VLI	CLI	VLI	CLI	VLI	CLI	VLI
P3	LI	VHI	EE	AI	AAI	AI	AAI	AI	AAI
P4	VLI	CHI	AI	EE	HI	AAI	HI	AAI	HI
P5	LI	VHI	BAI	LI	EE	VLI	LI	VLI	LI
P6	VLI	CHI	AI	BAI	VHI	EE	CHI	CHI	CHI
P7	LI	VHI	BAI	LI	HI	CLI	EE	AAI	HI
P8	VLI	CHI	AI	BAI	VHI	CLI	BAI	EE	AI
P9	LI	VHI	BAI	LI	HI	CLI	LI	AI	EE

Importance weight and ranking of criteria

Problems	Before normalization importance weights	Normalized importance weights	Ranking
P1	54,13	0,193	2
P2	1,49	0,005	9
P3	18,31	0,065	6
P4	36,06	0,128	3
P5	11,77	0,042	8
P6	89,67	0,319	1
P7	20,54	0,073	5
P8	32,63	0,116	4
P9	16,10	0,057	7

DOI: https://doi.org/10.2478/ftee-2024-0002 | Journal eISSN: 2300-7354 | Journal ISSN: 1230-3666

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Language: English

Page range: 8 - 16

Published on: Feb 28, 2024

Published by: Sciendo

In partnership with: Paradigm Publishing Services

Publication frequency: 6 times per year

Keywords:

Clothing,

marketing problems,

Instagram,

Pythagorean Fuzzy AHP Method,

solution development

Related subjects:

Business and economics,

Business management,

Business informatics,

Process management,

Industrial chemistry,

Cellulose, paper and textiles,

Polymer science and technology,

Materials sciences,

Biomaterials and natural materials

© 2024 Ahmet Özbek, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Figures & Tables

Fig. 1.

Multiplicative matrix of the lower points

Combinations of scenarios with different problems’ weights

Multiplicative matrix of upper points

Difference matrix between upper points of membership and non-membership functions

Matrix of weights before normalization

Distribution of problems encountered when selling clothes on Instagram

Linguistic variables and pythagorean fuzzy numbers [26]

Difference matrix between lower points of membership and non-membership functions

Determinacy degrees of the criteria

Pairwise comparison of problems when marketing clothes on Instagram with respect to experts’ judgments

Importance weight and ranking of criteria

Paradigm

My account

Problems	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	EE	VHI	HI	VHI	HI	VHI	HI	VHI	HI
P2	VLI	EE	VLI	CLI	VLI	CLI	VLI	CLI	VLI
P3	LI	VHI	EE	AI	AAI	AI	AAI	AI	AAI
P4	VLI	CHI	AI	EE	HI	AAI	HI	AAI	HI
P5	LI	VHI	BAI	LI	EE	VLI	LI	VLI	LI
P6	VLI	CHI	AI	BAI	VHI	EE	CHI	CHI	CHI
P7	LI	VHI	BAI	LI	HI	CLI	EE	AAI	HI
P8	VLI	CHI	AI	BAI	VHI	CLI	BAI	EE	AI
P9	LI	VHI	BAI	LI	HI	CLI	LI	AI	EE

Problems	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	EE	VHI	HI	VHI	HI	VHI	HI	VHI	HI
P2	VLI	EE	VLI	CLI	VLI	CLI	VLI	CLI	VLI
P3	LI	VHI	EE	AI	AAI	AI	AAI	AI	AAI
P4	VLI	CHI	AI	EE	HI	AAI	HI	AAI	HI
P5	LI	VHI	BAI	LI	EE	VLI	LI	VLI	LI
P6	VLI	CHI	AI	BAI	VHI	EE	CHI	CHI	CHI
P7	LI	VHI	BAI	LI	HI	CLI	EE	AAI	HI
P8	VLI	CHI	AI	BAI	VHI	CLI	BAI	EE	AI
P9	LI	VHI	BAI	LI	HI	CLI	LI	AI	EE

Problems	P1	P2	P3	P4	P5	P6	P7	P8	P9
P1	EE	VHI	HI	VHI	HI	VHI	HI	VHI	HI
P2	VLI	EE	VLI	CLI	VLI	CLI	VLI	CLI	VLI
P3	LI	VHI	EE	AI	AAI	AI	AAI	AI	AAI
P4	VLI	CHI	AI	EE	HI	AAI	HI	AAI	HI
P5	LI	VHI	BAI	LI	EE	VLI	LI	VLI	LI
P6	VLI	CHI	AI	BAI	VHI	EE	CHI	CHI	CHI
P7	LI	VHI	BAI	LI	HI	CLI	EE	AAI	HI
P8	VLI	CHI	AI	BAI	VHI	CLI	BAI	EE	AI
P9	LI	VHI	BAI	LI	HI	CLI	LI	AI	EE