Sustainable Metaverse Marketing Decisions Using an Intuitionistic Fuzzy Approach

This study examines the Metaverse's potential in marketing, focusing on how it can contribute to sustainable business practices.Using a survey-based approach, this study uses intuitionistic fuzzy numbers and the FUCOM (Full Consistency Method) decisionmaking model to rank and weight criteria, quantify ambiguity and uncertainty in respondents' opinions, and the newness of the Metaverse and related knowledge gaps that lead to this method.This framework allows organizations to align initiatives with business strategies systematically.Also, by presenting these opportunities and measuring management teams' satisfaction with using them in their marketing strategies, it shows that despite different opinions, the criteria for marketing opportunities in the Metaverse have similar weights, which shows the convergence of opinions about the potential of technology.Respondents from a home appliance company expressed approximately 39% satisfaction with Metaverse's marketing strategy.It highlights opportunities by considering the dimensions of sustainability to increase competitive capacity, improve its position in the market, and increase customer satisfaction.Metaverse is positioned as a transformative marketing tool that provides immersive experiences and data-visualization capabilities.