Development of an artificial intelligence model based on fuzzy logic to content marketing capability analysis for buying TV brands in Tehran on Telegram

Digital marketing encompasses the entirety of online marketing activities. Organizations utilize various digital platforms, including search engines like Google, social media platforms, email communication, and websites, to engage with both their existing and potential customers. This paradigm shift has firmly positioned online sales as a dominant force, surpassing traditional sales methods. Consequently, the effectiveness of conventional business practices has waned, giving way to the ascendancy of digital strategies that resonate more with contemporary audiences. Enterprises that focus on web-based advertising are often referred to as internet businesses. They center their operations on creating content and analyzing interactions with their customers. Within this context, the evaluation and mastery of content marketing, as well as the production of relevant and engaging content, stand out as pivotal in conquering the digital marketplace. Insights into customer preferences and satisfaction are frequently expressed through online interactions, most notably in the form of comments and feedback. This trove of customer sentiment is paramount significance for marketing and sales of a diverse array of products. These insights catalyze sales growth and facilitate the unhindered exchange of information between consumers, a dynamic not readily achievable through conventional methods. The unfettered dissemination of customer viewpoints and experiences assumes a critical role in influencing purchasing decisions and guiding consumers toward or away from confidentchoices. Hence, it is imperative to establish a robust framework that can seamlessly facilitate the interactive exchange of products and services between businesses and their customers. The practical implementation of such a strategic framework mandates resource investment in terms of time, finances, and access to a comprehensive customer database a resource readily available in the digital age through the ubiquity of social networks.

This study employed fuzzy logic for content marketing analysis within the realm of prominent TV brands in Tehran, Iran. Fuzzy logic, a mathematical modeling technique, proved indispensable for addressing the intricacies of ambiguity and inaccuracies inherent in the face of a myriad of uncertainties. The implementation of the model was executed in MATLAB and structured across three pivotal phases: fuzzification, intelligent inference analysis, and difuzzification. The formulation of rule functions typically correlates directly with the number of research variables, as well as the inputs and outputs of the model. This study's research variables encompass the leading TV brands, each assessed under the lenses of cost, dimensions, usage, panel type, quality, level, and resolution. Accordingly, the study encompasses 126 rules classified into high, medium, and low-impact categories within a triangular classification scheme. The model's outputs, aligned with the same triangular format, are divided into these three impact groups. The Fuzzy Inference System (FIS) utilized Mamdani's inference core for the intelligent inference analysis stage. The model's execution entailed processing input data gathered through field surveys and questionnaires conducted within Tehran, with subsequent validation by experts. The data compilation and evaluation variable definition process, incorporating well-known TV brands and customer-centric characteristic attributes, was initiated through an initial database curated on the Telegram platform. Information collection emphasized core keywords acquired over three months from sales channels, internet advertisements, and groups within Telegram. This data corpus encompasses over 550 diverse opinions, functioning as parameters such as cost, dimensions, usage, panel type, quality, level, and resolution concerning various TV brands. These evaluation indicators are spotlighted as pivotal variables, particularly relevant for the major brands under investigation: Samsung, LG, TSL, X-Vision, MGS, and SNOWA products. All brands and indicators scrutinized in the analysis were central to the discussions and interactions among Telegram users.

This study segment delves into investigating the actions and modeling executed within the research framework. These activities are categorized into three distinct domains: Internet businesses in Tehran, the Telegram network, and the implementation of the fuzzy model. The examination of Tehran's urban landscape through field surveys unveiled the presence of approximately 30 active Internet enterprises. Notably, the primary endeavors of these web entrepreneurs are intricately linked to digital marketing. Within this context, one notable facet of these business operations pertains to the marketing and promoting of diverse TV brands, a pivotal focus of this research endeavor. Collectively, this industry sustains direct employment for an estimated 900 to 1200 individuals, significantly elevating efficiency levels, particularly in the TV sector after mobile phones. Iran, holding Telegram in high regard, acknowledges its prominence as a leading platform for sales and advertising, following the heels of Instagram. The distinctive capabilities of Telegram have garnered pronounced attention within the realm of social network marketing, positioning it as a primary business focus within the Iranian context. This prominence designates Telegram as this study’s the foundational and evaluative framework, as delineated within the methodology. The fuzzy model adopted in this study originates from MATLAB software's fuzzy toolbox.In light of the evaluation outcomes, X-Vision and Samsung have attained the highest content assessment and customer satisfaction ranks. In contrast, SNOWA registers the lowest rank among customers in Tehran, suggesting a general inclination toward foreign product purchases. Thus, a potential deduction is that companies adopting sales strategies akin to X-Vision and Samsung could secure more favorable market positions. On the opposite spectrum, domestic brands, whether due to limited recognition or lack of customer interest, manifest a lower rank than their foreign counterparts, consequently impacting their sales performance. The salient indicators that customers have underscored and accorded special significance to include cost, dimensions, usage, panel type, quality, surface attributes, and resolution. This constellation of considerations significantly influences the selection of TV brands. Notably, cost and quality elements emerge as pivotal considerations among customers, potentially serving as foundational pillars in product provisioning. Therefore, the strategic pursuit of providing high-quality products at competitive prices could translate into market capture, potentially outperforming domestic or lesser-known brand counterparts.

The current investigation explores the potential prowess of content marketing on the digital landscape, a widely recognized facet of digital marketing. This exploration is steered through applying artificial intelligence underpinned by fuzzy logic. The backdrop for this exploration is set within Tehran's community of evaluators, coupled with the influential Telegram platform serving as the structural foundation. Through comprehensive fieldwork, it was ascertained that within Tehran's online landscape, there exist around 30 active internet ventures. Among these, the digital sale of phones and televisions has emerged as the foremost performer, with content generation forming a robust sector. Pertinent data was collated from Telegram's social networks categorized into TV brands such as Samsung, LG, TSL, X-Vision, MGS, and SNOWA. Attributes defining these brands, including cost, dimensions, usage, panel type, quality, surface characteristics, and resolution, were systematically collected and subsequently integrated into the fuzzy model as inputs. The evaluation process within the fuzzy model hinged upon Mamdani's inference system and triangular functions, generating an output denoting the objective function or the potency of content marketing, a component realized through the MATLAB software platform. Evaluative outcomes unveiled X-Vision and Samsung as frontrunners, having achieved the highest echelons in terms of content appraisal and customer contentment. In contrast, SNOWA lagged behind, holding the lowest rank among these metrics. Concurrently, the pivotal cost and quality considerations emerged as cornerstones among Tehran's clientele, an audience inclined toward economically oriented television pursuits. These considerations echo their practical priorities, underscoring the economic dimensions of their choices.