Exploring Fuzzy Theory's Adoption in Digital Marketing: Systematic Literature Review

Deepika Sharma, Amit Kumar Vats, Dr. Vijesh Kumar

Abstract: This review explores the integration of fuzzy theory into digital marketing by analyzing 88 peer-reviewed studies through a systematic literature review and bibliometric analysis. It examines the evolution of fuzzy applications across domains such as decision-making, personalization, sentiment modeling, and platform evaluation. The study highlights how fuzzy models address ambiguity and partial truths, making them especially relevant in complex marketing environments. Key findings reveal growing academic interest post-2011, methodological fragmentation, and limited real-time adoption in live systems. The paper identifies research gaps and proposes a future agenda focused on practical deployment, hybrid AI-fuzzy integration, and cross-cultural modeling. This work serves as a comprehensive resource for academics and practitioners aiming to leverage fuzzy approaches in modern marketing strategies.

Keywords: Fuzzy logic, Digital marketing, E-commerce, MCDM, Consumer behavior

How to Cite?: Deepika Sharma, Amit Kumar Vats, Dr. Vijesh Kumar, "Exploring Fuzzy Theory's Adoption in Digital Marketing: Systematic Literature Review", Volume 14 Issue 10, October 2025, International Journal of Science and Research (IJSR), Pages: 1617-1629, https://www.ijsr.net/getabstract.php?paperid=SR251028154107, DOI: https://dx.doi.org/10.21275/SR251028154107