Vol. 2 No. 1 (2026): Applied Decision Analytics
Articles

A Novel Multi Criteria Decision  Framework for Modeling Trust and Loyalty in Social Media Marketing Ecosystems

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  • Sandeep Bhattacharjee
Sandeep Bhattacharjee
Amity University Kolkata

Published 2026-05-31

Keywords

  • Computational marketing analytics,
  • Customer loyalty,
  • Customer trust,
  • Fuzzy logic,
  • Interactivity,
  • Social media marketing
    • ...More
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Copyright (c) 2026 SANDEEP BHATTACHARJEE (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Bhattacharjee, S. (2026). A Novel Multi Criteria Decision  Framework for Modeling Trust and Loyalty in Social Media Marketing Ecosystems. Applied Decision Analytics, 2(1), 352-370. https://doi.org/10.66972/ada21202629
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Europe PMC

Abstract

This study develops a fuzzy logic framework to quantify customer trust and loyalty in social media marketing, addressing uncertainty in online perceptions beyond traditional engagement metrics.  In this study, we used the Mamdani fuzzy inference with centroid defuzzification for modelling interactivity, perceived trust, and SMM intensity variables. Results indicate non-linear relationships between moderate interactivity and high trust with an optimal loyalty score (7.8). It also reflects how higher interactivity and consistent social media engagement improve trust and loyalty outcomes. The framework captures subjective perception ambiguity but requires adaptive neuro-fuzzy optimization for broader generalizability. It offers marketers an interpretable decision-support tool promoting ethical, trust-based consumer relationships, bridging behavioral marketing and computational intelligence.

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Applied Decision Analytics

Journal abbreviation: Appl. Decis. Anal.
eISSN (Online): 3104-2945

International peer-reviewed open-access journal advancing decision sciences at the intersection of data analytics, artificial intelligence and applied mathematics.

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