Identification of a Multi-criteria Assessment Model of Relation Between Editorial and Commercial Content in Web Systems

Abstract

Together with the increasing role of Internet in commercial activity growing intensity of marketing content is observed. Advertising clutter is interfering with web usability and is affecting processing of the editorial content by web users. Therefore, effective way to manage marketing content is needed. This problem can be solved by using a proper combination of multi-criteria decision-analysis methods. The presented research shows a unique approach to identify assessment model of tradeoffs between the editorial content and the intensity of marketing components. The fuzzy model is identified on the basis of the experiment with the use of eye tracker and a combination of PROMETHEE and COMET methods. As a result, we obtained the assessment model, which is a relation between a set of defined inputs and a set of permissible outputs with the property that each input is related to exactly one output (assessment). Therefore, this model can be used online to manage web systems with balance between editorial and commercial content.