Evaluating and ranking the digital content generation components for marketing the libraries and information centres' goods and services using fuzzy TOPSIS technique

Since content audiences, including libraries and information centres, are increasingly geared to digital environments and virtual networks, the production and delivery of high-quality digital content are becoming continuously important. So far, several components have been introduced by researchers for evaluating the quality of digital content generation. However, due to the uncertainty of the importance rate and value of each of these components, it has not yet been possible to use them effectively to evaluate the content produced. This study aimed to rank the components of content generation to allow accurate evaluation of them for users as well as content providers and distributors including libraries and marketers. The ranked content can motivate digital content producers and distributors to better evaluate the quality of digital content, better attract customers and make more effective decisions about the quality of digital content use based on their specific goals. Initially, 42 of the most important components were identified from the literature. Then, the next steps were taken to rank these components, and based on three rounds of Delphi interviews, the experts' views on the importance rate of each of the components were obtained, analysed and ranked. Since in this ranking, the importance of a wide range of components should be highlighted towards each other, the fuzzy TOPSIS technique was emphasised for analysing the views of 16 experts in the field of content generation in Iran. This ranking indicated that components such as 'findable and access', 'non-disturbing and helpful', 'clear' and 'remarkable' are the main pillars of content generation and are of the utmost importance. The results can be used as an effective tool to improve the quality of content. Moreover, it increases audience engagement in digital environments and social networks, and encourages them to make more use of the digital content of libraries.