Tarnanidis, Theodore; Papathanasiou, Jason; Mareschal, … - In: Administrative Sciences : open access journal 16 (2026) 3, pp. 1-25
This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital...