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An Artificial Intelligence-Infused Trigonometric Fuzzy Model for Strategic Insights into Green Communication of Emerging Economies
Pub. online: 1 October 2024      Type: Research Article      Open accessOpen Access
Received
1 November 2023
Accepted
1 September 2024
Published
1 October 2024

Abstract

Green communication is important for businesses to achieve customer satisfaction and gain a significant competitive advantage. Therefore, improving the indicators is very significant for increasing the green communication performance of businesses. However, these improvements cause cost increase for businesses. Hence, there is a significant need for a priority analysis on the variables that will affect the green communication performance of businesses to use the budget more effectively. The purpose of this study is to evaluate important indicators of effective green communication for the companies. For this purpose, a novel model is proposed that has mainly two different parts. In this process, the evaluations of three decision makers are taken into consideration. At the first stage, selected indicators are examined by using artificial intelligence-based sine trigonometric Pythagorean fuzzy decision-making trial and evaluation laboratory (DEMATEL). Secondly, emerging seven countries are ranked according to the performance of the green communication. In this context, artificial intelligence-based sine trigonometric Pythagorean fuzzy ranking technique by geometric mean of similarity ratio to optimal solution (RATGOS) technique is taken into consideration. Moreover, these countries are also ranked by using additive ratio assessment (ARAS) methodology to make a comparative evaluation. The main contribution of this study is that artificial intelligence methodology is integrated with the fuzzy decision-making model. Artificial intelligence methodology is considered to generate decision matrix. With the help of this situation, more appropriate calculations can be made. Proposing RATGOS methodology to the literature by the authors is another significant contribution of this proposed model. To overcome criticisms regarding the existing ranking decision-making techniques in the literature, RATGOS model is generated by making computations with geometrical mean. Owing to this issue, it can be possible to reach more effective solutions. The findings demonstrate that informativeness is the most crucial issue for the improvement of green communication performance of the companies. Meeting customer expectation is another important situation that should be taken into consideration in this manner. Considering these findings, it would be appropriate to establish sectoral standards and guidelines to provide information in green communication. Thanks to these standards, it is possible for companies to provide detailed and comprehensive information to their customers. The ranking results of both RATGOS and ARAS are the same that gives information about the consistency and coherency of the proposed model. The ranking results indicate that China and Russia are the most successful emerging countries with respect to the green communication performance.

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Biographies

Pamucar Dragan
dpamucar@gmail.com

D. Pamucar is an full professor at University of Belgrade, Department of Operational Research and Statistics, Serbia. Dr. Pamucar received a PhD in applied mathematics with specialization of multi-criteria modelling and soft computing techniques, from University of Defence in Belgrade, Serbia in 2013, and an MSc degree from the Faculty of Transport and Traffic Engineering in Belgrade, 2009. His research interests are computational intelligence, multi-criteria decision making problems, neuro-fuzzy systems, fuzzy, rough and intuitionistic fuzzy set theory, neutrosophic theory. Application areas include a wide range of logistics problems. Dr. Pamucar has authored five books and over 220 research papers published in SCI indexed international journals including Experts Systems with Applications, Applied Soft Computing, Soft Computing, Journal of Cleaner Production, Computational Intelligence, Computers and Industrial Engineering, Sustainable Cities and Society, Science of the Total Environment, IEEE Transactions on Engineering Management, Journal of Intelligent and Fuzzy Systems, Land Use Policy, Environmental Impact Assessment Review, and many more. Dr. Pamucar has served as a guest editor of more than 30 SCIE indexed journals, such Applied Soft Computing, Sustainable Energy Technologies and Assessments, Mathematical Problems in Engineering, Computer Systems Science and Engineering, Intelligent Automation & Soft Computing, IEEE Transactions on Fuzzy Systems and so on. In the last three years, prof. Pamucar was recognized as a top and outstanding reviewer for numerous journals. According to Scopus and Stanford University, he is among the World top 2% of scientists as of 2020.

Yüksel Serhat
https://orcid.org/0000-0002-9858-1266
serhatyuksel@medipol.edu.tr

S. Yüksel is a professor of finance at İstanbul Medipol University. Before this position, he worked as a senior internal auditor for seven years in Finansbank, Istanbul, Turkey and 1 year in Konya Food and Agriculture University as an assistant professor. Dr. Yüksel has a BS in business administration (in English) from Yeditepe University (2006) with full scholarship. He got his master degree in economics from Boğaziçi University (2008). He also has a PhD in banking from Marmara University (2015). His research interests lie in energy economics, banking, finance and financial crisis. He has authored more than 200 scientific articles and some of them are indexed in SSCI, SCI, Scopus and Econlit. Also, he is the editor of some books that will be published by Springer and IGI Global.

Dinçer Hasan
hdincer@medipol.edu.tr

H. Dinçer is a professor of finance at Istanbul Medipol University, Faculty of Economics and Administrative Sciences, Istanbul, Turkey. Dr. Dincer has BAs in financial markets and investment management from Marmara University. He received his PhD in finance and banking with his thesis entitled “The Effect of Changes on the Competitive Strategies of New Service Development in the Banking Sector”. He has work experience in the finance industry as a portfolio specialist and his major academic studies focusing on financial instruments, performance evaluation, and economics. He is the executive editor of the International Journal of Finance and Banking Studies (IJFBS) and the founder member of the Society for the Study of Business and Finance (SSBF). He has authored about 200 scientific articles and some of them are indexed in SSCI, SCI-Expended and Scopus. In addition to them, he is also an editor of many different books published by Springer and IGI Global.

Eti Serkan
seti@medipol.edu.tr

S. Eti is an professor of qualitative methods at İstanbul Medipol University. Before this position, he worked as a manager for two years in İşbank, Istanbul, Turkey. Dr. Eti has a BS in mathematics from Yıldız University. He got his master degree in qualitative methods from Marmara University. He also has a PhD in qualitative methods from Marmara University. His research interests lie in energy economics, banking, finance and financial crisis. He has authored more than 200 scientific articles and some of them are indexed in SSCI, SCI, Scopus and Econlit.

Yazici Merve
myazici@medipol.edu.tr

M. Yazici is an assistant professor of communication at İstanbul Medipol University. Dr. Yazici has a BS in public relations from İstanbul Commerce University. She got her master degree from the same program. She also has a PhD in public relations from İstanbul Commerce University. Her research interests lie in communication and green marketing. She has authored lots of scientific articles and some of them are indexed in SSCI, SCI, Scopus and Econlit.

Gökalp Yaşar
ygokalp@medipol.edu.tr

Y. Gökalp is an assistant professor of health management in İstanbul Medipol University. Dr. Gökalp has a BS in health management from Sivas University. He got his master degree from the same program. He also has a PhD in health management from İstanbul Medipol University. His research interests lie in health management, energy economics, banking, finance and financial crisis. He has authored lots of scientific articles and some of them are indexed in SSCI, SCI, Scopus and Econlit.


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Keywords
artificial intelligence-based fuzzy logic green communication RATGOS sine trigonometric fuzzy sets

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