Application of the Fuzzy MCDM Model for Ranking Social Networks from the Aspect of Perfumery Promotion

In modern business conditions, where competitiveness is evident across all operational segments, it is necessary to adopt a proactive management approach, i.e., to actively manage business performance. To keep pace with evolving trends and technologies, a daily presence on social networks and an adequate level of product promotion are necessary. This paper proposes a Fuzzy MCDM (Multi-Criteria Decision-Making) model to define the future direction of a perfumery regarding the application of digital marketing, using a two-phase group decision-making process. A total of ten digital advertising variants were considered, combining five social networks: Facebook, Instagram, TikTok, YouTube, and Threads. The results obtained through the application of the original Fuzzy MCDM model indicate that companies should focus their efforts on promoting designer and oriental perfumes via Facebook, Instagram, and TikTok in order to enhance growth and potentially expand their business operations.