Innovative exponential TODIM-CoCoSo framework for uncertain multiple-attribute group decision-making in the effectiveness evaluation of short video marketing strategies.

This article focuses on developing and validating the interval-valued Pythagorean fuzzy Exponential TODIM (ExpTODIM) combined with the Combined Compromise Solution (CoCoSo) technique—referred to as IVPF-ExpTODIM-CoCoSo—for solving multiple-attribute group decision-making (MAGDM) problems in the effectiveness evaluation of short video marketing strategies. The approach employs interval-valued Pythagorean fuzzy sets (IVPFSs) to handle uncertainty and incorporates information entropy to determine attribute weights. A numerical case study involving five short video marketing strategies assessed by experts demonstrates the method's applicability and reliability, with comparative analysis showing consistent ranking results with other established IVPFS-based techniques. The study highlights the technique's ability to model decision-makers' psychological behavior and manage uncertainty in evaluating marketing strategies within the evolving new media environment.