Akademik Veri Yönetim Sistemi
International Conference on Intelligent and Fuzzy Systems, INFUS 2021, İstanbul, Türkiye, 24 - 26 Ağustos 2021, cilt.307, ss.417-425
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.COVID-19 outbreak was announced as a “Public Health Emergency of International Concern” on 30 January 2020, then declared as the most challenging crisis that the World have ever faced [1]. With all challenges, restrictions, obligations brought by pandemic, people all around the globe have been compelled to adopt new conditions and new ways of older practices, where, “the new normal” concept introduced to our lives deeply changed preferences, expectations and consumption patterns. The world is just in the midst of COVID-19 pandemic today [1], which means the pandemic is expected to have repercussions over the coming periods. As digital solutions became more accessible, digitalization began to gain importance. Usability analysis is a new and complex problem for companies who are trying to keep pace with the change of expectations and to adjust the new normal conditions. In this study, usability factors were determined and then identified for digital marketing platforms in a general framework threefold, in terms of the main factors, sub-factors, and over-all importance levels and effects, aside from existing studies. Fuzzy logic and fuzzy numbers were employed in order to represent the linguistic expressions best, and, to minimize data loss while reflecting the input data into the results. Five main usability factors and related 11 sub-factors were analyzed with Fuzzy SWARA methodology. Differing results and priorities obtained in local and global extents, and each result set was interpreted separately. Some recommendations to facilitate digitalization process and suggestions for future researches were presented within the usability framework.