A model proposal based on fuzzy multi-criteria decision making and game theory for determining advertising strategy

Despite the increasing importance of advertising strategies in increasingly competitive markets, studies on selecting the most effective advertising strategy by simultaneously considering customer and business preferences are limited. This study aims to determine the most effective advertising strategy for a telecommunications store located in the central district of Trabzon, Turkey, with a high customer attraction potential. The research adopted a hybrid fuzzy multi-criteria decision-making (MCDM) approach integrating Fuzzy SWARA (Stepwise Weight Assessment Ratio Analysis), Fuzzy ARAS (Additive Ratio Assessment), and Fuzzy COPRAS (Complex Proportional Assessment) methods. Alternative advertising strategies were evaluated separately from the store and customer perspectives, and based on these evaluations, game-theoretic payoff matrices were constructed. Based on the obtained data, optimal strategies for both parties under a simultaneous game structure were determined, and a Nash equilibrium was determined. This balance point reveals the optimal advertising strategy that balances both customer interest and store efficiency. This study combines fuzzy MCDM methods with game theory to offer an innovative approach to advertising strategy selection and contributes to the relevant literature.