Indian Journal of Science and Technology

Abstract

Objectives: User review is recognized as an effective way to promote a product or service. These reviews may be presents in different platforms such as blog, review site, social networking site, and messaging instance site. Methods: Selection of the best platform among different alternatives is called as Multi Criteria Decision Analysis/Method (MCDM) method. Objective is to select an effective platform for review. Fuzzy Analytic Hierarchy Process (AHP) is used for ranking and determines effective platform for reviews. It uses multiple criteria for making decision. In this research, the Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) method is used which improves the quality of decision making for ranking alternative. Findings: When comparing with Fuzzy AHP method Fuzzy TOPSIS has an adequacy to include and exclude the criteria and alternative, which may change over a period of time. There is no restriction in number of criteria when we use the Fuzzy TOPSIS method. For future enhancements of this project can be done by using either fuzzy Analytic Network Process (ANP) or Aggregated Indices Randomization Method (AIRM) or can use hybrid method combination of any MCDM technique to rank the platform for product review. Applications: Fuzzy TOPSIS is useful for movie and product review and also we can apply this technique in uncertain situation.
Keywords: electronic Word Of Mouth (eWOM), Fuzzy Analytic Hierarchy Process (AHP), Fuzzy Scale, Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), Multi Criteria Decision Analysis/Method (MCDM), VIKOR