Modeling Decentralized Payment Services’ Digital Marketing Performance Through Webpage Auditing Strategy

Decentralized payment companies are one of the most important factors of the payment networks’ role in the global economy. Organizations in the Decentralized payment sector need to develop their services through digital marketing to improve their customers’ engagement. To achieve this, a plethora of digital marketing strategies can be developed, like webpage auditing. The authors aimed to examine the role of the webpage auditing of decentralized payment services websites in the optimization of their digital marketing performance. For this reason, a framework of three stages was deployed consisting of regression analysis, fuzzy cognitive mapping, and hybrid model development. Webpage technical data were used as input of this context through 100 days of simulation. The outcomes of the paper highlight the importance of webpage auditing in explaining the websites’ abandoning rate and the optimization of decentralized payment organizations’ digital marketing performance.