Innovative exponential TODIM-CoCoSo framework for uncertain multiple-attribute group decision-making in the effectiveness evaluation of short video marketing strategies

In recent years, e-commerce live streaming and short video marketing supported by big data and artificial intelligence technology have flourished, adding new sales models for e-commerce products to mass consumption, promoting the multimodal development of the e-commerce industry, giving new impetus and connotation to economic and social development, and being an effective means to achieve high-quality development in the new era. The effectiveness evaluation of short video marketing strategies is a multiple-attribute group decision-making (MAGDM) problem. Recently, the Exponential TODIM technique and Combined Compromise Solution (CoCoSo) technique has been employed to cope with MAGDM issues. The interval-valued Pythagorean fuzzy sets (IVPFSs) are employed as a tool for characterizing uncertain information during the effectiveness evaluation of short video marketing strategies. In this paper, the interval-valued Pythagorean fuzzy Exponential TODIM (ExpTODIM) (IVPF-ExpTODIM-CoCoSo) technique is constructed to solve the MAGDM under IVPFSs. In the end, a numerical case study for effectiveness evaluation of short video marketing strategies is given to validate the proposed technique. The main contributions of this paper are outlined: (1) the Exp-TODIM and CoCoSo technique has been extended to IVPFSs; (2) Information Entropy is employed to manage the weight values under IVPFSs. (3) the IVPF-ExpTODIM-CoCoSo technique is founded to implement the MAGDM under IVPFSs; (4) a numerical case study for effectiveness evaluation of short video marketing strategies and some comparative analysis is supplied to verify the IVPF-ExpTODIM-CoCoSo technique.