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A Collaborative MCDM Model to Select Bloggers for Female Fitness Center Chains
The blog has provided reviews of products and services and has thus become opinion leaders in certain fields. Blogs can help establish word of mouth (WOM) for brands, products, and services through blog content. Numerous enterprises use blogs to gain publicity and to increase opportunities for collaboration and partnership. Moreover, bloggers can influence consumer behavior and change consumer views. In this paper, the author proposed a collaborative multi-criteria decision-making (MCDM) model including the fuzzy Delphi method (FDM), the decision making trial and evaluation laboratory (DEMATEL), the analytic network process (ANP), and the technique for order preference by similarity to ideal solution (TOPSIS) to assist female fitness center chains selecting optimal bloggers. This vital issue has not been discussed in any study.
Keywords: Blogger, female fitness center chain, fuzzy Delphi method (FDM), decision making trial and evaluation laboratory (DEMATEL), analytic network process (ANP), technique for order preference by similarity to ideal solution (TOPSIS)