Review Reports

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

The manuscript proposal of two Fuzzy MCDMs and their application to perfume products is novel and may provide new approaches to social media marketing. It is a very interesting topic and highly applicable to small businesses.

The following items may add value to the manuscript:

1. Providing justification for the choice of the selected models for marketing activities.

2. Deriving the optimal allocation of budget (promotions, branding, awareness, etc.) based on expert opinions on the criteria.

3. Presenting before-and-after differences in sales resulting from implementing marketing activities on the recommended pairwise social media networks.

A very minor note concerns the description of subscript j; however, the role of i is very clear in the models’ specifications.

Good work!

Author Response

Reviewer 1

The manuscript proposal of two Fuzzy MCDMs and their application to perfume products is novel and may provide new approaches to social media marketing. It is a very interesting topic and highly applicable to small businesses.

The following items may add value to the manuscript:

 Comment 1: Providing justification for the choice of the selected models for marketing activities.

Reply: We have added the following text in introduction:

These methods were selected for several reasons, including the consideration of the expert competence coefficient and more precise criterion weights, the application of fuzzy extensions that allow for the mitigation of uncertainty, and the advantages of-fered by the highly popular MARCOS method. The use of various approaches for deci-sion-making in the given field is not new, but the application of a fuzzy MCDM model that treats inputs in a methodologically precise manner, enhancing the greater accu-racy of results through stronger correlations between inputs and outcomes, is very rare. This methodological approach fills that gap, which certainly represents a novelty and contribution.

Comment 2: Deriving the optimal allocation of budget (promotions, branding, awareness, etc.) based on expert opinions on the criteria.

Reply: Based on the opinions of the experts who participated in this research (Section 4.3), the strongest connections were identified between Facebook and Instagram, as well as between Instagram and TikTok, i.e., a very small difference was recorded between the first and fifth variables. Therefore, promotion via an integrated approach to social networks, encompassing Instagram and TikTok, is recommended. Furthermore, the expert team indicated that the selected social networks achieved the highest overall value across all defined criteria, particularly from the perspective of the following elements:

The impressive number of active users and strong interaction with them, which further generates the greatest user trust in these two social networks;

The visual content offered by these platforms, as well as their ability to maintain user attention;

Optimization of promotion costs via these social networks in relation to their wide-reaching impact in the selected geographic area.

    On the other hand, considering the combination of social networks that includes Facebook and YouTube, these platforms have shown potential in terms of reaching target groups for the promotion of prestigious designer and oriental perfumes. However, there is a noticeable lack of engagement among the younger target group (aged 15–30), which from this perspective is the most important for the long-term profitability of the perfumery under study. Furthermore, from the expert team’s perspective for the purposes of this research, Threads also has potential, but the number of users in Bosnia and Herzegovina is limited compared to Instagram, TikTok, and Facebook. As a result, marketing strategies and investments in digital marketing on this platform are currently negligible.

Accordingly, based on the above, the optimal allocation of the available budget for the purpose of promotion on social networks, according to expert findings, would be defined as follows:

• The key promotion channel (for prestigious designer and oriental perfumes) is the integration of Instagram and TikTok, for which it is necessary to allocate 70% of the budget. The primary goal is to reach the younger target group, which may currently be the most important (aged 15-30);
• Next, 20% of the budget, according to the expert team's assessment, should be allocated to the integration of Facebook and TikTok, targeting a slightly older audience, while also retaining the previously defined target group;
• Finally, Instagram and YouTube should receive 10% of the budget for digital advertising, for the purpose of branding and long-term visual presence.

Comment 3: Presenting before-and-after differences in sales resulting from implementing marketing activities on the recommended pairwise social media networks.

Reply: Considering the long tradition of the perfumery, which has operated for 25 years in the local market and can be regarded as a market leader despite the entry of numerous perfumery chains, its competitive pricing, daily promotions of the most sought-after perfumes, consumer engagement, and continuous training of sales staff have contributed not only to its growth but also to the sustained trust of consumers year after year. For the purposes of this study, we analyzed a 60-day period prior to the allocation of funds for investment in social media promotion through digital marketing channels. We aimed to determine the growth level and the effect of promotion 60 days after campaigns on Instagram and TikTok. The criteria we monitored included: the number of perfumes sold and units ordered from suppliers; total monthly revenue; the number of new customers (buyers); and the growth in the number of users on the aforementioned social networks (number of visits to the perfumery's profile on Instagram and TikTok, as well as inquiries and orders placed directly via the platforms, with delivery via express mail). The results following the promotion on the selected social networks yielded numerous benefits and multiple advantages for the perfumery, as reflected in the following parameters:

The number of perfumes sold increased as follows: designer perfumes by 28% and oriental perfumes by 31%;

The total number of perfume units ordered (oriental + designer perfumes) increased by 21%;

Monthly revenue increased by 30%;

The number of new customers in the perfumery increased by 20%, while new customers via the platform (orders through direct communication on Instagram) increased by 8%;

The number of new visitors on TikTok increased by 45%, which directly contributed to increased visits on Instagram as well.

As a conclusion of this analysis, it also emerges that during the observed period, when promotion via social networks was introduced, the perfumery owner decided to implement a continuous weekly promotion of the brands most preferred by the younger audience (young people aged 15-30), which proved to be the “key” to the success of this project. She, together with her sales staff, closely monitored the habits of the target group regarding current and globally sought-after perfume brands. She followed social networks and influencers to stay updated on the most important trends among young people. She benefited greatly from our expertise in digital marketing, taking into account every constructive suggestion and “critique” we provided. On the other hand, the remaining two comparative combinations of social networks, Facebook and YouTube, showed some potential for promotion, but their effect was significantly lower, with sales achieved as follows: designer perfumes by 6%, oriental perfumes by 4%, relative to the invested funds. Growth in interaction with new users via these platforms was also negligible, making analysis of that type irrelevant for the purposes of this study.

Reviewer 2 Report

Comments and Suggestions for Authors

This paper presents a strong methodological contribution by applying an integrated Fuzzy Multi-Criteria Decision-Making (MCDM) model to a relevant contemporary marketing problem. However, the manuscript requires significant contextual and discussion enhancements to meet the high standards of this journal, particularly regarding the generalizability and interpretation of the qualitative results within the quantitative model.

The authors must address the following points:

1. Integrate a separate, dedicated Discussion section (currently Section 5 is "Conclusion") to analyze the obtained results. This section must:

• Provide a detailed interpretation and scholarly context for why C5 (Security Level) was determined to be the most critical influential criterion. Link this finding explicitly back to the literature on digital marketing for luxury or prestigious products, or the unique security landscape/consumer trust issues in the region of application.
• Elaborate on the managerial implications of the ranking V1 (Facebook and Instagram) vs. V5 (Instagram and TikTok), particularly given the "very small difference" in scores. This discussion should consider the target demographic (young users aged 15-30 are prominent followers of luxury fashion/cosmetics on social media).

1. Explicitly discuss the limitations imposed by the specific geographical focus (Doboj, BiH). The authors must clarify how the methodology (Fuzzy M-FullEX/MARCOS) can be generalized and applied by other companies, even if the absolute ranking results are specific to this case study.
2. While the mathematical steps are detailed, briefly explain the inherent advantage of Fuzzy M-FullEX in integrating expert competence (WEi) into the criteria weighting process in non-mathematical terms in Section 3.1.
3. Clarify Evaluation Scale: Although the experts rated alternatives based on a nine-point scale defined in, the authors should clarify how the experts managed the evaluation of both quantitative criteria (like C1: Number of Registered Users, C7: Promotion Costs) and qualitative criteria (like C3: Content) using this linguistic/fuzzy scale (Table 4,).
4. The authors must explicitly state whether this second phase of expert engagement (for calculating $P_j$) was conducted. If it was, the authors must present the resulting $P_j$ values and the final Consistency Degree (CD) value for the criteria weights ($w_j$). A high-quality MCDM paper must demonstrate the consistency of the final weights derived from expert input.
5. The authors must provide a clear and explicit justification in the methodology or case study section for why they chose to limit the analysis strictly to dual-platform combinations (A + B) and excluded alternatives involving single platforms (A) or three or more platforms (A + B + C). This limitation directly impacts the practical recommendations and must be justified, possibly based on the "available budget for promotion" mentioned in the case study.
6. The discussion must move beyond merely reporting the quantitative ranking and systematically link the characteristics of the top-ranked social network combination (V1) to the theoretical demands of marketing luxury/prestige products (Section 2). Specifically, the authors should analyze how the Facebook/Instagram pairing, in contrast to V5 (Instagram/TikTok), better facilitates the marketing concepts of "prestige, a sense of belonging and status", given the demographics and content focus of those platforms in the specific context of Bosnia and Herzegovina. This analysis will substantially enhance the academic contribution of the paper.

Author Response

Reviewer 2

This paper presents a strong methodological contribution by applying an integrated Fuzzy Multi-Criteria Decision-Making (MCDM) model to a relevant contemporary marketing problem. However, the manuscript requires significant contextual and discussion enhancements to meet the high standards of this journal, particularly regarding the generalizability and interpretation of the qualitative results within the quantitative model.

The authors must address the following points:

 

Comment 1: Integrate a separate, dedicated Discussion section (currently Section 5 is "Conclusion") to analyze the obtained results. This section must:

Provide a detailed interpretation and scholarly context for why C5 (Security Level) was determined to be the most critical influential criterion. Link this finding explicitly back to the literature on digital marketing for luxury or prestigious products, or the unique security landscape/consumer trust issues in the region of application.

Elaborate on the managerial implications of the ranking V1 (Facebook and Instagram) vs. V5 (Instagram and TikTok), particularly given the "very small difference" in scores. This discussion should consider the target demographic (young users aged 15-30 are prominent followers of luxury fashion/cosmetics on social media).

 

Reply: Thank you for the extremely useful suggestion regarding the inclusion of the Discussion as a separate chapter in the text. After another round of in-depth interviews with experts who participated in this work and whose years of experience in the field of cyber security are extremely important for Bosnia and Herzegovina, we put special emphasis on the second and third experts, respectively, whose references we described in detail in Section 4. Case study, and whose answers will be presented in the new Section 5. Discussion.

 

 

Comment 2: Explicitly discuss the limitations imposed by the specific geographical focus (Doboj, BiH). The authors must clarify how the methodology (Fuzzy M-FullEX/MARCOS) can be generalized and applied by other companies, even if the absolute ranking results are specific to this case study.

Reply:

The research is focused on Bosnia and Herzegovina, which has a population of 3.2 mil-lion. Since there is no exact data on the number of social media users, nor a clear and precise policy regulating behavior on these platforms (such as legal sanctions for vio-lators of rules of behavior on digital platforms and similar issues), the question arises as to whether all the results obtained in this research can be fully applied to other countries in the region, as well as to the more developed parts of Europe and the world. Validation of the fuzzy MCDM model for ranking social networks for the purpose of perfumery promotion, which could potentially be applied in other sectors or industrial contexts, as well as in other geographic areas, would contribute to its broader applica-tion and deeper understanding, thereby setting the scale of contributions to a higher level.

From the aspect of applicability, the proposed MCDM model can be fully utilized in any field and for any problem involving multiple factors and alternative solutions.

 

 

Comment 3: While the mathematical steps are detailed, briefly explain the inherent advantage of Fuzzy M-FullEX in integrating expert competence (WEi) into the criteria weighting process in non-mathematical terms in Section 3.1.

Reply: Added to step 2:

By introducing the coefficient of expert competence, both experience and the level of expertise are taken into account. This approach avoids equal treatment of all expert preferences and gives priority to the preferences of those experts who possess more years of experience in the field or a higher level of education.

 

 

Comment 4: Clarify Evaluation Scale: Although the experts rated alternatives based on a nine-point scale defined in, the authors should clarify how the experts managed the evaluation of both quantitative criteria (like C1: Number of Registered Users, C7: Promotion Costs) and qualitative criteria (like C3: Content) using this linguistic/fuzzy scale (Table 4,).

Reply:  Added to 4.2

It is important to emphasize that all criteria were modeled as a benefit group, as the experts first evaluated them according to linguistic values ranging from extremely poor to extremely good, after which they were assigned the corresponding quantitative fuzzy values.

 

 

 

Comment 5: Please explain in more detail the principle by which the number of experts was selected.

Reply: Added the text to the fourth section.

This team of five experts can be said to possess the most comprehensive knowledge of the subject area, integrating both theoretical and empirical approaches. The emphasis was on the team’s expertise in cybersecurity and their decades-long experience in digital marketing (representing the most influential professionals in this field in Bosnia and Herzegovina).

 

 

Comment 6: The authors must explicitly state whether this second phase of expert engagement (for calculating $P_j$) was conducted. If it was, the authors must present the resulting $P_j$ values and the final Consistency Degree (CD) value for the criteria weights ($w_j$). A high-quality MCDM paper must demonstrate the consistency of the final weights derived from expert input.

Reply: Thank you for your suggestion. We have added it before 4.2 subsection:

It is important to note that a consistency check was also performed during the second phase of engaging the expert team, and the values obtained were P1= 6.4, P2=13.4, P3=18.8, P4=9.8, P5=19.8, P6=18.6 and P7=13.2, with a final consistency level of 0.048.

 

 

Comment 7: The authors must provide a clear and explicit justification in the methodology or case study section for why they chose to limit the analysis strictly to dual-platform combinations (A + B) and excluded alternatives involving single platforms (A) or three or more platforms (A + B + C). This limitation directly impacts the practical recommendations and must be justified, possibly based on the "available budget for promotion" mentioned in the case study.

 

Reply: Section 4: The selection of Instagram and TikTok over other social media combinations is based not only on realistic indicators within the context of the perfumery's business strategy but also financial and strategic considerations. Given the perfumery’s decades-long tradition in the regional market (located at a crossroads and near smaller towns whose residents specifically visit the perfumery because the products offered are not available elsewhere nearby – in the city or municipality) and its visibility in the local market, combined with the fact that it has not yet allocated funds for digital advertising, there is a certain degree of apprehension about investing in online platforms that may not guarantee a "secure" increase in revenue.

Therefore, for the purposes of this study, we have concluded that the perfumery has a budget sufficient to cover sponsored advertising on only two social media platforms simultaneously, for a period of up to 60 days. Including more than two platforms would increase costs and raise concerns regarding investment in the procurement of new, trending products, as well as the replenishment of existing inventory. Consequently, the perfumery might not remain competitive in the market despite its long-standing tradition, product quality and pricing if it lacked the funds to order newly launched perfumes during the given period. If we were to choose only one social network, we would either limit the target audience or fail to reach a critical mass. The combination of the two selected platforms (Instagram – with its impressive number of new users belonging to the younger age group, and TikTok, whose short video content holds the attention of the same group over the long term) contributes to optimizing results in relation to the invested funds. According to our expert team, for the purposes of this study, using more than two social networks would lead not only to an overlap of the target audience but also to a reduction in potential engagement (e.g., the number of followers of stories or sponsored posts). This assertion is also supported by research [72], which shows that companies with limited budgets most often use a combination of two social networks (one to attract potential service users and the other to strengthen brand awareness and the status through which the company positions itself in the market). According to other similar research [73], it has been concluded that a combination of two digital networks enhances business growth, especially for companies with limited financial resources, whereas using too many digital channels would result in wasteful spending of the planned budget and an unclear strategy for developing luxury brand products.

 

Reference

1. Chaffey, D., & Smith, P. (2017). Introduction to digital marketing. Digital Marketing Excellence, 1–49. https://doi.org/10.4324/9781315640341-1.
2. Sharma, K., & Kumar, P. (2018). Book review: Tracy L. Tuten and Michael R. Solomon, Social Media Marketing. Vision: The Journal of Business Perspective, 22(2), 241–242. https://doi.org/10.1177/0972262918766148.

 

Comment 8: The discussion must move beyond merely reporting the quantitative ranking and systematically link the characteristics of the top-ranked social network combination (V1) to the theoretical demands of marketing luxury/prestige products (Section 2). Specifically, the authors should analyze how the Facebook/Instagram pairing, in contrast to V5 (Instagram/TikTok), better facilitates the marketing concepts of "prestige, a sense of belonging and status", given the demographics and content focus of those platforms in the specific context of Bosnia and Herzegovina. This analysis will substantially enhance the academic contribution of the paper.

 

Reply: Text has been added to literature review section.

Although Facebook, as one of the older social networks in Bosnia and Herzegovina, primarily attracts a target audience aged 35 and above, it can be said that this represents a “financially” more mature population compared to the younger target group, which is more inclined toward Instagram (characterized by modern content visualization, trend tracking, a comprehensive platform for engagement and strong appeal to Generation “Z”). Therefore, while Facebook creates a sense of belonging among its users through discussions about prestigious products, Instagram establishes an even stronger connection with the observed target group through story posts and special campaigns via sponsored content, fostering a sense of preference and affiliation among potential users. On the other hand, TikTok [60], like Instagram, is popular among the younger population because it emphasizes the effect of entertainment and leisure rather than the message of prestige conveyed by its posts. Therefore, from our perspective, its role is crucial for the defined target group (aged 15-30), as short video messages, especially from well-known influencers in the BiH and regional markets, capture attention and drive impulsive purchases of the luxury brands [61] being advertised. Based on all of the above, the conclusion is clear: considering the demographically [62] diverse population of BiH and its social media users, the combination of Instagram and TikTok, compared to Instagram and Facebook, contributes to a stronger sense of belonging and trust in advertising messages and influencers, making it more likely that the advertised product will actually be purchased.

 

Reference

1. Rodríguez Hernández, M., & Vázquez Sacristán, I. A. (2024). TikTok, the new social platform for luxury brands. VISUAL REVIEW. International Visual Culture Review / Revista Internacional de Cultura Visual, 16(3), 197–211. https://doi.org/10.62161/revvisual.v16.5255.
2. Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Management, 16(5–6), 302–310. https://doi.org/10.1057/bm.2009.2.
3. MajlesiRad, Z., & Haji pour Shoushtari, A. H. (2020). Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00025-w.

Reviewer 3 Report

Comments and Suggestions for Authors

• The study proposes an application of the Fuzzy MCDM model to evaluate social networks for digital marketing, focusing on perfumery promotion. While this approach is well-executed, the innovation of the research is limited. The use of MCDM models in marketing decisions is not new, and while the integration of fuzzy techniques adds value, the novelty could be improved by presenting a more unique angle. It would benefit from a deeper exploration of how this model addresses existing gaps in digital marketing or perfumery sectors specifically.

• The research methods—Fuzzy MCDM, specifically the Fuzzy M-FullEX and Fuzzy MARCOS methods—are adequately explained. However, the steps in both methods could be more clearly articulated, particularly for readers unfamiliar with fuzzy logic techniques. For example, terms like "defuzzification" and "normalized fuzzy matrix" are used without sufficient elaboration. It would be helpful to provide more intuitive explanations or visual aids to make the methodology more accessible.

• The limitations of the study are not sufficiently discussed. For a research paper of this nature, it is critical to include a section detailing potential constraints, such as the reliance on expert judgments, the applicability of the model to other industries, or the limitations of social network data accuracy. Addressing these would strengthen the paper by providing a balanced view of its scope and applicability.

• The results section could benefit from a more comprehensive interpretation of the findings. While the rankings of social media platforms are presented clearly, the implications of these results for businesses are not fully explored. It would be beneficial to include a discussion on how businesses can practically implement these findings and the expected challenges they may face.

• Based on the results, it is recommended that the authors expand the discussion on the broader applicability of the fuzzy MCDM model to other sectors beyond perfumery. This could provide more insight into the versatility of the approach and its potential for broader use in digital marketing strategies.

Author Response

Reviewer 3

Comment 1: The study proposes an application of the Fuzzy MCDM model to evaluate social networks for digital marketing, focusing on perfumery promotion. While this approach is well-executed, the innovation of the research is limited. The use of MCDM models in marketing decisions is not new, and while the integration of fuzzy techniques adds value, the novelty could be improved by presenting a more unique angle. It would benefit from a deeper exploration of how this model addresses existing gaps in digital marketing or perfumery sectors specifically.

Reply: We have added the following text in Introduction section:

The use of various approaches for decision-making in the given field is not new, but the application of a fuzzy MCDM model that treats inputs in a methodologically pre-cise manner, enhancing the greater accuracy of results through stronger correlations between inputs and outcomes, is very rare. This methodological approach fills that gap, which certainly represents a novelty and contribution

 

 

Comment 2: The research methods—Fuzzy MCDM, specifically the Fuzzy M-FullEX and Fuzzy MARCOS methods—are adequately explained. However, the steps in both methods could be more clearly articulated, particularly for readers unfamiliar with fuzzy logic techniques. For example, terms like "defuzzification" and "normalized fuzzy matrix" are used without sufficient elaboration. It would be helpful to provide more intuitive explanations or visual aids to make the methodology more accessible.

Reply: We have added some explanations for such terms.

 

 

Comment 3: The limitations of the study are not sufficiently discussed. For a research paper of this nature, it is critical to include a section detailing potential constraints, such as the reliance on expert judgments, the applicability of the model to other industries, or the limitations of social network data accuracy. Addressing these would strengthen the paper by providing a balanced view of its scope and applicability.

Reply: Thank you for the useful suggestion. We have accepted the same and have included a new section 6. Limitations and future research directions, according to your suggestions, which you can read directly in the text in the corrected version.

 

Comment 4: The results section could benefit from a more comprehensive interpretation of the findings. While the rankings of social media platforms are presented clearly, the implications of these results for businesses are not fully explored. It would be beneficial to include a discussion on how businesses can practically implement these findings and the expected challenges they may face.

 

Reply The selection of Instagram and TikTok over other social media combinations is based not only on realistic indicators within the context of the perfumery's business strategy but also financial and strategic considerations. Given the perfumery’s decades-long tradition in the regional market (located at a crossroads and near smaller towns whose residents specifically visit the perfumery because the products offered are not available elsewhere nearby – in the city or municipality) and its visibility in the local market, combined with the fact that it has not yet allocated funds for digital advertising, there is a certain degree of apprehension about investing in online platforms that may not guarantee a "secure" increase in revenue.

Therefore, for the purposes of this study, we have concluded that the perfumery has a budget sufficient to cover sponsored advertising on only two social media platforms simultaneously, for a period of up to 60 days. Including more than two platforms would increase costs and raise concerns regarding investment in the procurement of new, trending products, as well as the replenishment of existing inventory. Consequently, the perfumery might not remain competitive in the market despite its long-standing tradition, product quality and pricing if it lacked the funds to order newly launched perfumes during the given period. If we were to choose only one social network, we would either limit the target audience or fail to reach a critical mass. The combination of the two selected platforms (Instagram – with its impressive number of new users belonging to the younger age group, and TikTok, whose short video content holds the attention of the same group over the long term) contributes to optimizing results in relation to the invested funds. According to our expert team, for the purposes of this study, using more than two social networks would lead not only to an overlap of the target audience but also to a reduction in potential engagement (e.g., the number of followers of stories or sponsored posts). This assertion is also supported by research [72], which shows that companies with limited budgets most often use a combination of two social networks (one to attract potential service users and the other to strengthen brand awareness and the status through which the company positions itself in the market). According to other similar research [73], it has been concluded that a combination of two digital networks enhances business growth, especially for companies with limited financial resources, whereas using too many digital channels would result in wasteful spending of the planned budget and an unclear strategy for developing luxury brand products.

 

Reference

1. Chaffey, D., & Smith, P. (2017). Introduction to digital marketing. Digital Marketing Excellence, 1–49. https://doi.org/10.4324/9781315640341-1.
2. Sharma, K., & Kumar, P. (2018). Book review: Tracy L. Tuten and Michael R. Solomon, Social Media Marketing. Vision: The Journal of Business Perspective, 22(2), 241–242. https://doi.org/10.1177/0972262918766148.

 

    

 

Comment 5: Based on the results, it is recommended that the authors expand the discussion on the broader applicability of the fuzzy MCDM model to other sectors beyond perfumery. This could provide more insight into the versatility of the approach and its potential for broader use in digital marketing strategies.

Reply: The paper has been extended with two new sections

5. Discussion
6. Limitations and future research directions

 

5. Discussion

We are daily witnesses to the rapid advancement and development of information and communication technology [82], changes in consumer habits resembling a “roller coaster”, and increasingly sophisticated demands for obtaining the best value for money. Today’s consumer, whether purchasing a product physically at a store or online, seeks security and a sense of belonging. The level of security in terms of protecting users’ rights on social networks (online) represents one of the most important criteria in the field of digital marketing, particularly regarding preferences for purchasing luxury and prestigious products [83].

               After another round of in-depth interviews with the experts who participated in this research and whose many years of experience in the field of cybersecurity are of exceptional importance for Bosnia and Herzegovina, we place particular emphasis on the second expert, whose references are detailed in Section 4. Namely, both experts agree that among the seven criteria established in this study, cybersecurity (C5) is the most important. The increasing number of online attacks in Bosnia and Herzegovina creates problems for a large number of social media users, which not only leads to potential financial fraud, identity theft, and data breaches, but also, in the long term, impaired trust in institutions whose primary role is to protect users and ensure their safety in the virtual world. Recent studies [84-87] have shown that a higher level of user protection on social media is necessary, particularly in terms of safeguarding personal and financial data, as well as the user's identity. A senior security engineer who actively participated in this study, from the perspective of expert recommendations, pointed out that over the past year we have faced the highest number of hacker attacks to date. He noted that hackers are always “one step ahead of us” and are so advanced that they are capable of decrypting even the most secure user passwords with ease. However, although their primary targets are large business systems, our expert emphasizes that we should never feel “too relaxed” or careless when accessing and spending time on social networks.

In Bosnia and Herzegovina, there is clear legal regulation regarding the protection of consumer rights, but fundamental changes are needed in the amendment and supplementation of laws on consumer protection on digital platforms. Recently, we have witnessed increasingly frequent abuses of personal data of social media users, going so far that they receive nearly authentic SMS messages on their mobile devices directing them to specific links where certain updates to personal data are requested, which in the background represents a potential cyber fraud and a threat to user integrity. This also leads to the emotional sensitivity of social media users and their potential distrust in the future use of these platforms. Furthermore, for luxury products, such as perfumes, an emotional connection with consumers and the perception of brand exclusivity are crucial [88]. A sense of belonging to a brand, without a doubt, must be accompanied by a high level of security for user data on digital platforms. Consumers will use an online platform if they feel confident in its security and in the reduced risk of potential fraud or identity theft.

Virtual communication between Generation Z and luxury brands reflects a sense of belonging and identity on the digital platform TikTok [89]. Luxury perfume producers combine strategies that, on the one hand, create general satisfaction among the younger generation, while, on the other hand, gradually and spontaneously increase the availability of content via the TikTok platform, maintaining exclusivity and consistently conveying an innovative, contemporary, and clear message to young consumers about the products they advertise [90]. The research conducted in this paper has shown a similar pattern to what is observed internationally, namely that young users of social networks (TikTok and Instagram), particularly when it comes to purchasing luxury perfume brands, are attracted by both the hedonistic and functional benefits these products provide [91,92]. Purchasing luxury products [93] through online platforms, which reflect the preferences of young users of social networks [94] such as Instagram and TikTok, contributes to the perception of immediate satisfaction. As the age range of social media users increases, there is a significant shift from one platform to another (for example, from Instagram and TikTok to Facebook). Moreover, research [95] has confirmed our assertion that the role of luxury brand marketing via social networks, with particular emphasis on Instagram, contributes to consumer trust in the brand, especially among young users (aged 15-30), which in turn influences the degree of impulsive purchasing. Furthermore, another confirmation supporting our research is the fact that 92% of perfumeries in Bosnia and Herzegovina use Instagram, while 79% of them use TikTok [96]. Although Facebook remains among the most preferred social networks, the younger target group tends to favor social networks that offer more creative and visually authentic content. Influencers [97] also have a significant impact on the preferences of young users of social networks (Instagram and TikTok), as their powerful messages create an immediate desire to own the promoted products in the shortest possible time. Additionally, research conducted by Berne-Manero and Marzo-Navarro [98] highlighted the importance of influencers in persuading young followers to purchase products on Instagram. Followers follow their lives and hobbies, but the key to successfully conveying the advertising message is mutual benefit (the influencer reliably sells the product they promote – the customer is satisfied and likely to purchase the same product again).

                

Reference

1. Gündüzyeli, B. (2025). Cyber Resilience in Digital Marketing Within the Framework of Sustainable Management. Sustainability, 17(5), 2080. https://doi.org/10.3390/su17052080.
2. Durmuş Şenyapar, H. N. (2024). Digital Marketing in the Age of Cyber Threats: A Comprehensive Guide to Cybersecurity Practices. The Journal of Social Science, 8(15), 1–10. https://doi.org/10.30520/tjsosci.1412062.
3. Morić, Z., Dakic, V., Djekic, D., & Regvart, D. (2024). Protection of Personal Data in the Context of E-Commerce. Journal of Cybersecurity and Privacy, 4(3), 731-761. https://doi.org/10.3390/jcp4030034.
4. Mahida, R. (2024). A study on the impact of digital marketing on the Indian economy. Vidya - A journal of Gujarat University, 3(1), 24–34. https://doi.org/10.47413/vidya.v3i1.302.
5. Morales-Sáenz, I., Medina-Quintero, J. M., & Reyna-Castillo, M. (2024). Beyond Data Protection: Exploring the Convergence between Cybersecurity and Sustainable Development in Business. Sustainability, 16(14), 5884. https://doi.org/10.3390/su16145884.
6. Fernandez De Arroyabe, I., Arranz, C. F. A., Arroyabe, M. F., & Fernandez de Arroyabe, J. C. (2023). Cybersecurity capabilities and cyber-attacks as drivers of investment in cybersecurity systems: A UK survey for 2018 and 2019. Secur. 124, 102954. https://doi.org/10.1016/j.cose.2022.102954.
7. Li, Q. (2024). The Transformation of Luxury Brands Marketing Strategies in Social Media. Advances in Economics, Management and Political Sciences, 105(1), 178–184. https://doi.org/10.54254/2754-1169/105/20241954.
8. Oszust, K. (2023). Tiktok as a method of brands’ communication with generation Z. Humanities and Social Sciences Quarterly, 30(4-part 2), 233–242. https://doi.org/10.7862/rz.2023.hss.76.
9. Adnane D., Wiwiek Rabiatul A., & Siti Zulaikha W. (2022). Impact of online buying behavioral tendencies of Generation Z on their parents’ consumption behavior: Insight from Indonesia. Innovative Marketing , 18(2), 39-48. doi:10.21511/im.18(2).2022.04.
10. Zhang, Y., Liu, C., & Lang, C. (2022). What Makes Luxury Brands Win the Hearts of Gen Z on TikTok? An Exploratory Study. Innovate to Elevate. https://doi.org/10.31274/itaa.15836.
11. Fakhriah, & Sularsih Anggarawati. (2024). The Influence of Social Media Influencers on the Purchase Intention of Fashion Products for Generation Z on the Instagram Application. Formosa Journal of Multidisciplinary Research, 3(3), 389–402. https://doi.org/10.55927/fjmr.v3i3.8594.
12. Shayeb, M. E., & Deeb, S. E. (2023). The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands. International Journal of Internet Marketing and Advertising, 18(1), 28. https://doi.org/10.1504/ijima.2023.128149.
13. Mahmud, N., Lokman, A. N. M., Khairuddin, N., Samsul, N. N., Norazizan, S. N., & Saifuddin, S. N. (2024). Effectiveness of TikTok Marketing on Students’ Purchase Intention Towards Fashion Products. Information Management and Business Review, 16(2(I)S), 198-204. https://doi.org/10.22610/imbr.v16i2(I)S.3779.
14. Jansom, A., & Pongsakornrungsilp, S. (2021). How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing. Sustainability, 13(15), 8572. https://doi.org/10.3390/su13158572.
15. List of Perfume stores in Bosnia and Herzegovina. (2025). Available at: https://rentechdigital.com/smartscraper/business-report-details/list-of-perfume-stores-in-bosnia-and-herzegovina?, accessed on 26.10.2025.
16. De Veirman, M., De Jans, S., Van den Abeele, E., & Hudders, L. (2020). Unravelling the power of social media influencers: a qualitative study on teenage influencers as commercial content creators on social media. The Regulation of Social Media Influencers. https://doi.org/10.4337/9781788978286.00015.
17. Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability. Sustainability, 12(11), 4392. https://doi.org/10.3390/su12114392.

 

 

6. Limitations and future research directions

 

Although the topic of this paper is highly contemporary and relevant, there are certain challenges or limitations that will be discussed below, with the ultimate goal of ensuring both theoretical and empirical application in future academic research.

The lack of clear and accurate data on active users of the most significant social networks in Bosnia and Herzegovina (Instagram, TikTok, Facebook, YouTube, and others), as well as on advertising costs across these platforms, represents a challenge for creating a financial framework, both for the the current year and on a long-term basis. The research is focused on Bosnia and Herzegovina, which has a population of 3.2 million. Since there is no exact data on the number of social media users, nor a clear and precise policy regulating behavior on these platforms (such as legal sanctions for violators of rules of behavior on digital platforms and similar issues), the question arises as to whether all the results obtained in this research can be fully applied to other countries in the region, as well as to the more developed parts of Europe and the world. Validation of the fuzzy MCDM model for ranking social networks for the purpose of perfumery promotion, which could potentially be applied in other sectors or industrial contexts, as well as in other geographic areas, would contribute to its broader application and deeper understanding, thereby setting the scale of contributions to a higher level. From the aspect of applicability, the proposed MCDM model can be fully utilized in any field and for any problem involving multiple factors and alternative solutions.

In this paper, we have limited ourselves to the opinions of five experts with decades of experience in the fields of digital marketing and cybersecurity, as well as to the personal opinions of the perfumery owner and her employees. Although we still claim that their opinions, expertise and experience were crucial for the pragmatic contribution of this paper, it would be desirable for future research to include a larger number of experts or to conduct a survey on customer satisfaction regarding premium products, which would be conducted directly at the point of sale. In this way, the objectivity of the research results would be enhanced from the perspective of the broader social community, which could also influence other business sectors that might apply this modality in their own operations.

Although the research was conducted on a micro level and with a small sample, it still provides valuable insights and offers guidance to perfumery chains (most of which operate within the European Union and have branches in the Western Balkans) on how to modify their business strategies according to the restrictive and sophisticated preferences of the younger population (aged 15-30) in the territory of Bosnia and Herzegovina, following the example of the perfumery that is the subject of this research and which has been successfully positioned at the local level in BiH for 25 years.

Therefore, the subject of this paper is the analysis of social networks and their contribution to the revenue growth of a local perfumery. Although social network platforms are constantly evolving (adapting to contemporary user demands and following the latest trends to maintain their market-leading positions), future research should focus on the analysis of larger datasets, which would provide a clearer validation and confirmation of the research conducted.

Round 2

Reviewer 2 Report

Comments and Suggestions for Authors

Thank you for your work. It is believed that the revised version of the article is suitable for publication.
I wish you success in your work.

Comments on the Quality of English Language

The English could be improved to more clearly express the research.