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Title: Evaluation of marketing effectiveness based on fuzzy comprehensive evaluation method in the perspective of generalised virtual economy

Authors: Lijun Huang

Addresses: School of Business Administration, Zhengzhou University of Science and Technology, Zhengzhou 450064, China

Abstract: The assessment of marketing efficacy has grown more complicated and varied with the virtual economy's fast expansion. The conventional approaches of measuring marketing effectiveness are challenging to fit to the particular requirements of the virtual economy setting. Aiming to thoroughly evaluate marketing activities in virtual economy using quantitative and qualitative criteria including customer lifetime value (CLV), this paper offers a fuzzy comprehensive evaluation (FCE)-based marketing effectiveness evaluation model for virtual economy, i.e., GV-EFCE. The validity and superiority of the GV-EFCE model are verified by experiments run on two datasets. In many virtual economy situations, the experimental findings reveal that the GV-EFCE model surpasses conventional approaches. Thus, this work offers a fresh concept for assessing marketing efficacy in the domain of virtual economy and offers a useful guide for next studies.

Keywords: virtual economy; marketing effectiveness evaluation; fuzzy comprehensive evaluation; FCE; customer lifetime value; CLV.

DOI: 10.1504/IJICT.2025.147137

International Journal of Information and Communication Technology, 2025 Vol.26 No.24, pp.65 - 85

Received: 14 May 2025
Accepted: 25 May 2025
Published online: 10 Jul 2025 *