Interval-Valued Fermatean Fuzzy EDAS for Social Media Influencer Evaluation and Benchmarking

To assist stakeholders in selecting appropriate social media influencers (SMIs), this study proposes a multi-attribute decision-making framework for influencer evaluation based on their key performance metrics and engagement characteristics. The study introduces a new modification of the Evaluation Based on Distance from Average Solution (EDAS) under an interval-valued Fermatean fuzzy (IVFF) environment, addressing limitations of conventional EDAS method. In addition, a conceptual framework for static and dynamic evaluation of SMIs is devepoled, integrating various crisp and fuzzy multi-criteria decision-making (MCDM) approaches. Empirical validation through two practical case studies demonstrates the effectiveness and applicability of the proposed framework, resulting in recommendations for marketers seeking to optimize their influencer-based marketing strategies.