Article

Personalised Digital Marketing Recommender Engine

Authors:
  • KIIT, Deemed to be University
  • Pennsylvania State University Harrisburg
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Abstract

E-business leverages digital channels to scale its functions and services, and operates by connecting and retaining customers using marketing initiatives. To increase the likelihood of a sale, the business must recommend additional items that the customers may be unaware of or may find appealing. Recommender Engine (RE) is considered to be the preferred solution in these cases for reasons that include delivering relevant items, hence improving cart value, and boosting customer engagement. The paper describes a model for delivering real-time, personalised marketing information concerning the recommended items for online and offline customers, using a blend of selling strategies: up-selling, cross-selling, best-in-class-selling, needs-satisfaction-selling and consultative-selling. The model further defines the e-marketplace by clustering items, customers and unique selling proposition (USP), and then gathering, storing, and processing transactional data, and displaying personalised marketing information to support the customer in their decision-making process, even when purchasing from large item spaces. An experimental study using a quantitative research methodology was conducted in a mid-size healthcare retailer, based out of India, to determine the tangible benefits. The model was tested with 100 online customers and, with the adoption of the proposed methodology, the results indicated growth in average monthly revenue (33.49%), Average Order Value (AOV) (32.79%,) and Items per Order (IPO) (1.93%).

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... The e-commerce industry is moving rapidly towards targeted personalised adverts. Recent studies show that offering all potential consumers generic items recommendation has proven to be an ineffective strategy (Behera et al. 2020;de Pechpeyrou 2009;Stewart-Knox et al. 2016). One of the main issues in online sales is consumer conversion; the amount of online sessions (i.e. ...
... One of the main issues in online sales is consumer conversion; the amount of online sessions (i.e. user visit to a website) that end with a purchase is negligible when compared to the total number of session/visits (Liu et al. 2019;Zhou et al. 2019;Behera et al. 2020). A substantial number of these abandoned sessions are due to lack of purchase intention from the consumers, which means that there is almost no chance for conversion; therefore, rendering marketing strategies ineffective. ...
... Another contribution of this work is to develop a framework that demonstrates the capability of ML models in determining early purchase intention regardless of a user's registration status (registered or unregistered). In the existing studies, it has been highlighted that returns from unregistered consumers is very low as providing personalised offers for unregistered user is a challenging task (Behera et al. 2020;Hallikainen et al. 2019). Consequently, this work shows that ML models are strong predictors for when the shoppers' behaviours are analysed appropriately and behavioural features are generated dynamically for active sessions. ...
Article
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Purchase prediction has an important role for decision-makers in e-commerce to improve the consumer experience, provide personalised recommendations and increase revenue. Many works investigated purchase prediction for session logs by analysing users' behaviour to predict purchase intention after a session has ended. In most cases, e-shoppers prefer to be anonymous while browsing the websites and after a session has ended, identifying users and offering discounts can be challenging. Therefore, after a session ends, predicting purchase intention may not be useful for the e-commerce strategists. In this work, we propose and develop an early purchase prediction framework using advanced machine learning models to investigate how early purchase intention in an ongoing session can be predicted. Since users could be anonymous, this could help to give real-time offers and discounts before the session ends. We use dynamically created session features after each interaction in a session, and propose a utility scoring method to evaluate how early machine learning models can predict the probability of purchase intention. The proposed framework is validated with a real-world dataset. Computational experiments show machine learning models can identify purchase intention early with good performance in terms of Area Under Curve (AUC) score which shows the success rate of machine learning models on early purchase prediction.
... Customer satisfaction and service quality are the best predictors of behavioural intentions in emerging economies (Hossain et al., 2021). Shopper's affection for personal touchpoints and an imperative time-bound approach is required to deliver personalised information, matching to the shopper's individual needs instead of overwhelming them with a voluminous amount of comprehensive information (Behera et al., 2020). ...
... The personalisation of shoppers is presented in Fig. 2 and is founded on customer classification (Behera et al., 2020). Behera et al., 2020) The shoppers are personalised as backscratcher shoppers, nucleus shoppers, trivial shoppers and service vitality shoppers. ...
... The personalisation of shoppers is presented in Fig. 2 and is founded on customer classification (Behera et al., 2020). Behera et al., 2020) The shoppers are personalised as backscratcher shoppers, nucleus shoppers, trivial shoppers and service vitality shoppers. Such shopper's personalisation is exclusive to each other and collectively exhaustive. ...
Article
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Purpose The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and-mortar store performance and personalised shopper's behaviour using cognitive computing based in-store analytics in the context of emerging market. Design/methodology/approach The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method. Findings The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact. Originality/value The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.
... Here the research presented by Behera et al. (2020) is necessary to mention as it highlights the use of a "Personalized digital marketing recommender engine" in digital marketing to get maximum benefits. As per the research paper, the business must recommend extra products that clients may not know about or find interesting to enhance the chance of selling. ...
... Here in order to achieve the core aim of this research, it is important to analyze how the use of REs can benefit SMEs. As per Behera et al. (2020), digital marketing is designed to make use of multiple strategies and gather better e-business revenue. Nowadays almost every e-Commerce site uses its own Recommender Engine to keep its business stable. ...
... "Proposed Framework for Digital Marketing of Recommended Items" (Source:Behera et al., 2020) ...
Thesis
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Digital marketing has become a crucial element in today's marketing along with the fast-changing circumstances and the rush of achieving maximum benefits by exploiting contemporary technology and digital marketing tools. The present study carries a crucial value of showcasing small and medium enterprises the usage and adoption techniques of different digital marketing strategies in order to extract the most out of it. Therefore, the research is attempted to investigate the matter based on the opinions of prior researchers as well as the insights contemporary business persons have to offer. From turning the pages of past years when SMEs already started adopting digital marketing to uncovering different benefits it can offer along with data handling, the researcher collected various research papers and presented a compact review based on them. On the other hand, the researcher prepared a questionnaire that contains such questions that are capable of leading its answers towards uncovering the benefits and limitations of adopting digital marketing for SMEs. With the help of different strategic processes in every stage of this research, from selecting Research Design, approach, philosophy, to data collection, and analysis techniques, the researchers successfully achieved each and every objective of the research and therefore it reached its previously set aim. By answering all the research questions adequately, the researcher reached a successful conclusion that not only generated certain ideas and theories but also provided a clear path for future research with a few effective recommendations.
... examine the problems of applying digital marketing tools to target audiences of premium brands and luxury products. Behera et al. (2020) examine the personalization of digital marketing. Dwivedi et al. (2021) analyze the impact of information quality in the digital space on consumer behavior. ...
... This study highlights a number of trends in the development of digital marketing tools in the context of digitalization and changes in the socio-economic environment. This is supported by the study of Behera et al. (2020), emphasizing the trend of personalization of digital marketing. Chang et al. (2019) notes the trends of real-time analytics development in the plane of digital marketing, in particular, on the example of the hotel and recreation industry. ...
Article
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Under modern conditions, the problem of achieving marketing and business goals is actualized for companies in all sectors of the economy. Digital marketing plays a key role in effectively solving this problem. The purpose of the paper is to highlight the features of the development of digital marketing tools in the context of product promotion on social media platforms. The article highlights the features of planning and implementation of digital marketing in the context of the tasks of promoting goods and services in the digital space. The key role of digital marketing in the implementation of the company's marketing and business tasks is emphasized. The paper highlights a number of trends in the development of digital marketing tools in the context of digitization and changes in the socio-economic environment. The importance of considering the evolution of digital marketing tools in the context of the development of the exogenous and endogenous environment is emphasized. The directions of changes in the digital marketing paradigm are outlined in historical retrospect. The stages of the evolution of digital marketing in the context of marketing and market management are formulated. It is proposed to consider digital marketing as a new paradigm of company management in the conditions of comprehensive digitalization. The peculiarities of digital marketing in terms of individual social networks have been revealed. It is proposed to profile the main social media according to close criteria, which made it possible to place them in priority places in the configuration of the digital marketing company's complex. The most advanced toolkit of digital marketing is considered. Emphasis is placed on the importance of the efficiency principle in the development of the company's digital marketing complex within the framework of the tasks of promoting goods and services in social networks. The results of this study may be useful to practicing marketers, marketing directors, top managers and owners of small and large businesses, and researchers in the field of digital marketing. Prospects for further research are the analysis of the features of the use of digital marketing tools to strengthen the integration of digital channels, as well as the identification of the features of digital marketing tools during a period of significant socio-economic turbulence in Ukraine.
... In the literature, some related studies have already been conducted in the digital marketing area. Behera et al. [2] stated that to be successful in the digital environment, companies have to implement strategies to offer focused and measurable ways to reach customers through digital marketing. They described a model for delivering realtime, personalized marketing insights on recommended products for online and offline customers using a mix of sales strategies. ...
... Using 10-fold cross-validation, the performance of the model has been evaluated by calculating the precision, recall, and f1-score, the equations of which are given in Eqs. (1), (2), and (3), respectively. ...
... In retail and business settings, the role of recommendations is indisputable (Behera et al., 2019). The advent of e-tail facilitates people's exposure to the recommendations provided by experts, other people, and recommender systems (RS). ...
... The focus here was to underscore the effect of a consumer's psychological factors on RS effectiveness because the RS design factors, including the calculation method and accuracy, have received ample coverage (Li & Karahanna, 2015). Research has indeed shown the effects of RS personalization (Behera et al., 2019). Therefore, the RS accuracy (a dominant option is recommended or not) was controlled for rather than manipulated. ...
Article
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Whereas the research gauging the effectiveness of e-commerce recommender systems (RS) has depended on their design factors, recent work proposes a key role for consumer’s psychological factors. Involvement should reduce the compliance with RS advice because a consumer highly involved with the product perceives high choice risk and assigns low value to the advice. However, a consumer’s activated mind-set captured by implicit theory (fixed vs. growth mind-set) should also shape compliance. It is hypothesized that the two factors interact to jointly mitigate advice taking. Specifically, consumers whose fixed mind-set is primed comply with the RS advice less often when involvement is high. This and other anticipated effects (i.e., consumer’s importance of social approval, positive affect, and need for cognition) on advice compliance are tested in an experiment on 251 Canadian adults. In the experiment, compliance occurred when the participant follows the RS advice, and product involvement was initially measured. The results show that priming a fixed mind-set, which orients shoppers toward a performance goal, motivates them to comply with the RS advice when involvement is low. Priming a growth mind-set, which orients shoppers toward a learning goal, nullifies such effect. Positive affect and the importance of social approval had no significant impact on advice taking. Therefore, the effect of involvement on RS effectiveness is contingent on the shopper’s accessible mind-set.
... Binge watching can lead to dysfunctional technology use and diverse mental health conditions (Flayelle et al., 2020). High frequency binge watching also leads to negative outcomes such as loss of control and dependency (Anozie, 2020). Excessive binge-watching leads to disturbances in one's personal life like becoming anti-social, having an increased emotional sensitivity, a disrupted sleep cycle and other health issues (Dhanuka & Bohra, 2019). ...
... Video streaming platforms must come up with effective solutions, for users to overcome their fear of missing out on their favorite web shows. Netflix, a popular OTT video streaming platform, constantly sends notifications to its users regarding the release of its new shows (Behera et al., 2019). This is a great solution to keep users informed about and aware of their favorite shows. ...
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The purpose of this study is to investigate the various motivation factors for binge watching. Binge watching is defined as watching two or more episodes of a web series, one after the other. Since the advent of internet, binge watching behaviour has become very popular among youngsters. The Methodology of the study comprises of two aspects. (i) Through systematic literature review, the various motivation factors are identified. They are-Information attainment, Entertainment, Hobby/ Companionship, Escape/ Mood management. (ii) The second aspect of the study is to showcase the identified motivational factors in a theoretical framework. The study intends to make a significant contribution to Vroom's Expectancy Theory, by incrementing with additional variables (both positive and negative) impacting the motivational force. The study will be useful to (i) Video streaming platforms to offer binge-worthy videos and (ii) Marketers to understand how to drive audience, towards binge-watching.
... In online advertising, personalization may include targeted communication of customized opportunities and recommendations Schreiner et al., 2019) -or in other words, sending the right message to the right consumer at the right time in the right format (Gardé, 2018;Tam & Ho, 2006). Existing studies have reported significant effects in the personalizationengagement relationship in online advertising (Behera et al., 2020;Noor et al., 2019), whereby consumers are more likely to pay attention to personalized as opposed to generic advertisements (Bang & Wojdynski, 2016), as personalization curates an emotional bond between message senders and receivers (Bleier & Eisenbeiss, 2015;Van Noort et al., 2015). Many companies are also leveraging on data to inform the personalization of advertisements (Boerman et al., 2017;Deng et al., 2019), though its effects in recent times remain uncertain given increasing concerns of data privacy and security that may be accentuated when over-personalization occurs (Aguirre et al., 2015;Bandara et al., 2020;Bleier & Eisenbeiss, 2015). ...
Article
Advertising was once touted as a 'big boys' marketing tool, but the advent of the Internet has led to the emergence of online advertising , which has benefitted marketing organizations of all sizes, especially small and medium enterprises (SMEs), for 20 years since the new millennium. However, the emergence and proliferation of digital natives as a new generation of consumers necessitate further research to ensure the continued attractiveness, effectiveness, and relevance of online advertising. Furthermore, there is a need to consolidate the multifaceted nature of technology and media in online advertising and the corresponding behavior enacted by consumers, particularly digital natives, today. In this regard, this paper endeavors to examine the perceptions and reactions of digital natives toward online advertising using the theory of planned behavior, technology acceptance model, and uses and gratifications theory as an integrated theoretical lens to guide this examination. Using covariance structural equation modeling on a sample of 380 digital natives, this paper finds that the ease of use, usefulness, entertainment gratification, credibility, design, and personalization of online advertisement positively influence the attitude of digital natives toward online advertisement. However, assurance from online advertisement did not produce any significant effect, a unique finding that exemplifies the confidence that digital natives exhibit in digital environments as a self-assured generation. Finally, this paper finds that the attitude and subjective norms among digital natives toward online advertisement and the security and responsiveness of the website of the online advertised product positively influence the intention of digital natives to purchase the online advertised product. The implications of these findings for theory and practice as well as its limitations and future research directions conclude the paper. ARTICLE HISTORY
... At the same time, the characteristics of the digital world and its suitability for marketing have led to the development of sales channels, languages and formats (Chaffey, 2019). In addition, digital marketing has become a new trend that brings together mass marketing and personalization, in other words adapting to the customer, in order to achieve marketing goals (Wind & Rangaswamy, 2001;Behera, Gunasekaran, Gupta, Kamboj & Bala, 2020). In this aspect, it replaces traditional marketing methods (Piñeiro-Otero & Martínez-Rolán, 2016). ...
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The subject of the study is the effects on sales of the use of digital marketing tools by tourism SMEs in the Core Cappadocia region. The data obtained for the purpose of determining the uses and impacts were obtained as a result of the questionnaire applied to the owners or managers in 48 accommodation enterprises, which have been defined as SME in the Core Cappadocia region. The collected data were analysed with SPSS 21 package program. It has been determined that there is a positive significant relationship between the usage of digital marketing tools and their effects on sales, and there is no significant change in the annual turnover of the enterprises after the use of digital marketing tools. In addition, it has been determined that the use of digital marketing tools does not differ significantly according to the availability of a marketing department.
... Nessa situação de crise, uma das formas de potencializar as vendas e minimizar perdas financeiras é investir em marketing por meio de mídias digitais. Com essa estratégia, os e-business utilizam-se da análise de dados para publicizar e manter suas transações mercadológicas ativas (Behera, Gunasekaran, Gupta, Kamboj, & Bala, 2020). Em um sentido mais amplo, as TICs intensificam relacionamentos entre usuários, clientes, organizações e colaboradores (Rindfleisch, 2019). ...
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Organizations have suffered from the socioeconomic impacts of the global crisis scenario caused by the COVID-19 pandemic. In this context, it is essential to adopt objective measures to minimize harmful effects on organizational management. This study sought to identify the main strategies for reducing the impacts of COVID-19 on Brazilian organizations. It is a theoretical essay based on a literature review of articles from national and international databases, covering COVID-19, experiences in previous pandemics, as well as Brazilian legislation in force during the pandemic period. Considering this scenario of uncertainties, it is suggested to adopt strategies to minimize unfavorable impacts on corporate activities, such as efficient communication, work planning, digital enhancement, teleworking, and adoption of measures aimed at the welfare of workers. The need for emergency planning to face the pandemic was identified, with measures including empathic policies, provision of support for telework, and actions for adaptation and organizational maintenance during the crisis.
... At the same time, the demand for using the Internet has increased and has been a common practice in daily activities (Thaichon et al., 2014). In particular, there has a higher demand in the digital technologies in the past few years as per availability of new developments in digital technologies and platforms (Behera et al., 2020;Cluley et al., 2020;Thaichon and Quach, 2016). Besides, the dominance of online channels in many sectors has led to a large number of retailers and businesses to adopt multi-channel strategies (Beck and Rygl, 2015;Thaichon et al., 2018). ...
In this special issue “Moving from Multi-Channel to Omni-Channel Retailing”, the Journal of Retailing and Consumer Services presents a series of papers covering topics to gain a better understanding of research and practices in the move toward Omni-channel retailing. The aim of the special issue is to gain a better understanding of marketing theory and practice in multi-channel and Omni-channel retailing. The topics for the special issue include, but are not limited to (1) The impact of channel integration on consumers’ channel preferences; (2) Service integration in Omni-channel retailing; (3) Customer touchpoint in the context of Omni-channel retailing; (4) Consumer behaviour in Omni-channel retailing; and (5) Building and maintaining customer relationships via Omni-channel retailing.
... For example, when potential customers visit the company website, each visit is called a session. The number of sessions that results from the completed purchase is significantly smaller than the total number of sessions [23], which causes a class imbalance. Consequently, the class imbalance problem leads to biased results of the predictive model since the model is trained using a small number of positive examples. ...
Article
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Customer response models have gained popularity due to their ability to significantly improve the likelihood of targeting the customers most likely to buy a product or a service. These models are built using databases of previous customers’ buying decisions. However, a smaller number of customers in these databases often bought the product or service than those who did not do so, resulting in unbalanced datasets. This problem is especially significant for online marketing campaigns when the class imbalance emerges due to many website sessions. Unbalanced datasets pose a specific challenge in data-mining modelling due to the inability of most of the algorithms to capture the characteristics of the classes that are unrepresented in the dataset. This paper proposes an approach based on a combination of random undersampling and Support Vector Machine (SVM) classification applied to the unbalanced dataset to create a Balanced SVM (B-SVM) data pre-processor resulting in a dataset that is analysed with several classifiers. The experiments indicate that using the B-SVM strategy combined with classification methods increases the base models’ predictive performance, indicating that the B-SVM approach efficiently pre-processes the data, correcting noise and class imbalance. Hence, companies may use the B-SVM approach to more efficiently select customers more likely to respond to a campaign.
... Thus e-tailers need to judiciously manage online quality concerns and negative perceptions that high-NFT consumers express during online shopping with the help of online videos or visual design elements (Kühn et al., 2020). Other emerging areas in consumer research on information factors assisting online customers are internet recommendation systems (Hwangbo et al., 2018), personalized product recommendation (Behara et al., 2020), and interactive aids (Koo, 2016). ...
The study focuses on comparative effectiveness of two e-tail servicescape dimensions, e.g., product assortment and order fulfillment on consumers’ online purchase intentions for fashion apparel shopping. The mediating effect of shopping assistance and efficiency between e-tail servicescape dimensions and purchase intentions is examined. Additionally, the moderating influence of fulfillment reliability between e-tail servicescape dimensions and shopping assistance is also examined. The survey instrument was used to execute the study and data were gathered from 442 participants from the national capital of India. The hypothesized relationships were verified using covariance-based structural equation modelling (CB-SEM), hierarchical regression analytics (HRA), and bootstrap procedure. The findings reveal that there are certain e-tail value disposition oriented benefits in investing order fulfillment landscape over product assortment. The mediating role of shopping assistance and shopping efficiency is empirically verified and the moderating influence of fulfillment reliability is also confirmed.
... In the retail industry, cross-marketing is an extremely popular way to increase sales growth. Several scholars have discussed the potential benefits of cross-marketing, which we discuss here briefly (Neslin and Shankar, 2009;Zhang et al., 2010;Berry et al., 2010;Behera et al., 2020). More recently, Cao and Li (2015) confirmed that cross-marketing has a positive influence on sales growth in a quantitative way. ...
Correlation analysis in the retail industry mainly involves market basket analysis. This kind of correlation analysis of retail product sales does not reflect the information regarding the time or quantity of the sales. Product sales datasets contain rich information about the correlations between different products at different times. The co-occurrence of similar sales subsequences reveal that product sales are correlated in a specific time period. Therefore, searching for similar co-occurrence patterns can help analyze the temporary correlations between products. The search for similar subsequences can be viewed as motif discovery in time-series datasets. In the field of motif discovery, the matrix profile (MP) provides an overwhelming advantage in detecting motifs. In this study, our aim is to discover motifs using MP, and hence, analyze the temporary sales correlations between products. The results of our numerical experiments indicate what products customers will purchase at what time. As opposed to strong association rules, we name the correlation rules in this work as temporary rules (TRs). Our results also show that customers' preferences are not stable and change with time. In the retail industry , TRs can help business owners make suitable product promotions at appropriate times. Moreover, our analysis demonstrates that TRs can extract more interesting information and patterns than mining with association rules.
... An example of this is the study of diversity on systems with recommenders. At the user level, diversity in recommendations has been widely studied (Adomavicius & Tuzhilin, 2005;Behera et al., 2019;Churchill, 2018;Kunaver & Pozlr, 2017). As Kunaver and Pozlr (2017) stated, a lot of effort has been put into understanding diversity on the set of recommended items offered to the user. ...
Article
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Digital markets depend on recommender systems that facilitate interactions among suppliers, distributors, and consumers, ultimately increasing sales volume and allegedly increasing user utility. Beyond this operational cornerstone, recommender systems also have a passive role in how these markets organize and behave (e.g., funneling consumers into few suppliers or promoting obscure products and services that can better satisfy consumer needs). The potential effect of recommendations appears to be larger on cultural or entertainment and media industries, where a product's uncertainty is usually high. As such, cultural diversity and market concentration on content platforms (e.g., YouTube, Spotify) are susceptible to the effect of recommendation system algorithms. The study of diversity has been a focal topic for individual recommendation optimizations, but little attention has been given to aggregated measures of diversity. Previous work on this area states that collaborative-based recommender systems have an impact on sales diversity. I expand on this, presenting an agent-based model to test the impacts of recommender systems on cultural markets. The model offers a framework to estimate the effects of state-of-the-art content-based and collaborative filtering algorithms on diversity. Early results confirm previous work. Next steps include the use of machine learning algorithms, social influence, and adaptive behavior of users. Current and future work will provide useful insights for marketing modeling, content platform policy, and the use of recommenders in market design.
... It is one of the marketing strategies adopted by many organizations whether they are small or big businesses (Baltes, 2015). Studies found that digital marketing improves the overall business's performance as well as business's value (Behera, Gunasekaran, Gupta, Kamboj, & Bala, 2020;De Pelsmacker, Van Tilburg, & Holthof, 2018;Li, He, & Zhang, 2020;Lin, Yip, Ho, & Sambasivan, 2020). ...
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Digitalization and mobile marking innovations have increased rapidly in the last decades. The purpose of this study is to explore the relationship between the adoption of digital marketing and business revenues, costs, and the skills gaps for marketing professionals.
... (Jimenez Villalba & Moreno Acevedo, 2020). The use of ICTs generates a large amount of data where their analysis can reveal trade trends (Amado, Cortez, Rita, & Moro, 2018), volume productions (Tekin , Etlioglu, Koyuncuoğlu, & Tekin, 2018), personalized marketing (Behera, Gunasekaran, Gupta, & Kamboj , 2019). Furthermore, the knowledge extracted from the data can be used to provide guidelines for improving WEB use of e-commerce and user satisfaction (Carmona, Ramírez-Gallego, Torres Ruiz, & Bernal, 2012). ...
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This paper presents a reflection on the ideal requirements that a provider should offer to the consumer. Traditionally, studies are made to improve products and/or services, but the consumer's point of view is disesteemed. This work approaches the commerce scenario from an approach where the consumer is the protagonist. The context of analysis is electronic commerce (e-commerce), however, the approaches can be extended to traditional commerce. It should be noted that commerce can be classified as traditional or electronic. In the specific area of ecommerce, it is known that the relevant defining characteristic is the use of information and communication technologies (ICT). Due to the above, the consumer has some particularities that are considered to present the approach. It is about identifying the elements for ecommerce improvement. Improving the sale-purchase cycle that includes improving marketing, improving consumer service, improving the product and/or service offered, and the improvement of the WEB portal.
... Customer value can be described as the "perception of what a product or service is worth to a customer versus the possible alternatives" [124]. By employing developments in ICT (such as digital marketing, recommender engines and software applications), connectivity between retailers and customers can be constantly sustained through user experience channels (such as email, social media, web platforms, mobile phone applications and smart home management systems) [125]. One development derived from ICT to support energy consumers with supplier and tariff selection is the price comparison website, an electronic intermediary that connects energy suppliers and consumers. ...
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Retail electricity markets require development to ensure efficient and equitable pass through of wholesale electricity costs to customers. Customer engagement has been heralded as a concept to improve the wholesale-to-retail link, better harness flexible demand loads and co-ordinate distributed renewable generation and storage. This study reviews the state-of-the-art customer engagement trends in retail electricity markets, and in doing so, it first establishes a definition of customer engagement in the context of retail electricity markets. Second, the paper identifies that literature on customer engagement revolves around three key strategic themes, namely ‘Customer Focus’, ‘Tariff Design’ and ‘Innovation’. Third, the paper systematically provides a comprehensive review of these customer engagement strategies in retail electricity markets. Finally, the study identifies the technical, market and social requirements to deliver an innovative retail electricity market structure to decarbonise society. This paper's crucial and novel policy recommendation is that integrating market mechanisms and technology (i.e. cross-linking across the three customer engagement strategy themes) is required to ensure robust and efficient retail electricity market operation as society advances to a net zero economy. The study concludes with the establishment of eight future research directions of customer engagement for retail electricity market design.
... Asimismo, en la investigación de [20] mencionan que el marketing digital ayuda al cliente en su proceso de toma de decisiones y en su investigación se encontró que adoptaron esta metodología y los resultados indicaron un crecimiento en los ingresos mensuales promedio 33,49%, el valor promedio de los pedidos (32,79%) y los artículos por pedido (1,93%). Esto es acorde con lo que se halla en el estudio, por lo que al ser aplicado el diseño de los procesos de marketing digital se tendrá resultados positivos. ...
... El marketing digital se refiere a la comunicación del valor de productos o servicios a los clientes, aprovechando los canales digitales en línea y fuera de línea, principalmente en Internet (Behera, Gunasekaran, Gupta, Kamboj, & Bala, 2019). También es el uso de las Tecnologías de la Información y las Comunicaciones (TIC) para alcanzar los objetivos de marketing de la organización, con tres usos principales de Internet en este sentido (Busca & Bertrandias, 2020;Sabogal Salamanca, Fajardo-Toro, Renteria, Mayett Moreno, & Sanchez Baltasar, 2020): ...
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Pages: 421-435 Resumen: El Voz-a-Voz Electrónico (también denominado "eWOM" del inglés electronic Word-of-Mouth) tiene un efecto en la confianza previa a la compra similar al que produce la construcción de marca. Este trabajo muestra, a través de una reseña de la literatura, el impacto de eWOM en la relación de confianza y luego en las ventas de bienes de búsqueda y experiencia. Se presentan como principales hallazgos los siguientes: eWOM tiene un impacto más fuerte en las ventas de bienes de experiencia que en los productos de búsqueda. Además, también se ve como los consumidores también valoran de manera diferente si el contenido generado por el consumidor es positivo o negativo sobre el producto o servicio que están considerando comprar. La parte final de este trabajo analiza las diferentes implicaciones para los profesionales del marketing. Palabras clave: eWOM, Voz-a-Voz Electrónico, Contenido generado por el consumidor, Calificación en línea, Reseñas en línea, Comportamiento de compras en línea User Generated Content and its Relation to Brand Trust Abstract: Electronic Word-of-Mouth (also called "eWOM") has an effect on pre-purchase confidence similar to that produced by brand building. This work shows, through a literature review, the impact of eWOM on the relationship of trust and then on the sales of search and experience goods. The main findings are the following: eWOM has a stronger impact on sales of experience goods than on search products. In addition, it is also seen how consumers also value differently if the content generated by the consumer is positive or negative about the product or service they are considering buying. The final part of this paper looks at the different implications for marketers.
... Businesses' digital transformation comprises creating an efficient customer interface (Li et al., 2018) through the collection of big data from different sources (Frank et al., 2019) and using digital technologies, increasing interconnections between business processes (Nasiri et al., 2020). Furthermore, the digital transformation of companies allows them to benefit from additional features such as near-field communication or recommender engines and location-based services (Behera et al., 2020). ...
Article
Purpose – This paper aims to analyze the evolution of digital and smart technologies and their relationship with different themes within marketing journals. In addition, this study has included the evolution of digital and smart technologies in relevant International Marketing (IM)/International Business (IB) journals to describe the impact of technology on this specific area to draw some interesting conclusions. Design/methodology/approach – A bibliometric approach is applied in this research using science mapping analysis to visualize and reveal the evolution of smart and digital technologies in this specific academic area. Findings – By combining science maps with performance indicators, the results of this study suggest that new technologies are related to eight main topics within marketing journals: implementation-completion, perceptions, behavior, market competition, adoption-diffusion model, social media, competitive advantage, and disruptive technology. Additionally, this work provides new avenues for future research. When analyzing IM and IB journals, the findings highlight six thematic areas: perceptions-eWOM relationship, innovative foreign markets, performance determinants, Japan, industrial research, and China. Originality/value – This study contributes theoretically to developing and describing a framework for research in smart and digital technologies in the general marketing and international marketing/business fields. It adds a coherent perspective on the points of contact in marketing evolution, where smart technology has a meaningful role. This study outlines the changing questions surrounding the touchpoints as well as emerging research topics.
... Therefore, the study's result that recommended product quality has a positive significant effect on EIB offers a strong incentive for the consideration that perceived quality may even be more important in an online environment. This is because simple online recommendation has proven more influential in product purchase than "human expert" recommendation (Kumar et al., 2019). This find gives further support for the theoretical underpinnings of the S-O-R theory (Mehrabian and Russell, 1974) and its utility in online impulse consumption context (Zafar et al., 2021). ...
Consumer lifestyle and purchasing behavior have been significantly transformed over the past few years. At present, internet technologies make it possible for consumers to order goods and services on a go or in real-time without physically visiting traditional store outlets. This phenomenon calls for a change in marketing strategy to be able to reach consumers wherever they are. Accordingly, online marketing techniques such as personalized product/service recommendation, which makes products available to consumers, optimizing their interests and buying experience, are primal to market development. Therefore, this study examines whether or not online consumers' (1) E-impulse buying (EIB) behavior is influenced by personalized recommended product quality (RPQ), (2) affective image (IMAGE) of, and satisfaction (SAT) with recommended products mediate the RPQ-EIB link, and (3) online review stimulus (ORS) moderated the direct RPQ-EIB and indirect PRQ-EIB through affective image and satisfaction. Data was collected from consumers on five (5) online shops in China (N = 947). The Results showed that (i) RPQ had significant positive influence on EIB, (ii) the RPQ-EIB relation was partly explained by consumers' affective image of, and satisfaction with recommended products, and (iii) the direct and indirect relations between RPQ and EIB were sensitive to consumers’ ORS. Theoretical and practical implications, limitations and direction for future studies were also discussed in this study.
... For example, online retailers such as Amazon and eBay personalize the content suggested on their website homepage based on customers' past searches. Retailers expect that the personalization process will enhance customer experience (Baier and Stüber, 2010;Hänninen et al., 2019;Jain et al., 2021;Kalaignanam et al., 2018) and sales (Behera et al., 2020). According to a BCG survey (2019), retailers plan to invest 30% more in personalization over the next three years. ...
Retailers develop personalized websites with the aim of improving customer experience. However, we still have limited knowledge about the effect of personalization on customer experience and the underlying processes. With a lab experiment, this research specifically examines the effect of actual personalization and perceived personalization on playful customer experience using both subjective and objective measures, with the support of eye-tracking techniques. We show that personalization, regardless of whether it is perceived or not, enhance the playful customer experience of a retailing website. In addition, we highlight the presence of two concomitant processes. Content needs to be perceived as personalized to influence the subjective playful customer experience, but actual personalization does influence objective playful customer experience. Although customers spend the same time on the website, they focus more of their attention on their favorite products when content is personalized. Such focused attention leads them to select their favorite products for purchase.
... A fuzzy extension of the traditional ARM method can close this gap [10]. Recent studies showed how fuzzy set theory could improve in evaluating the online customers' demand from a B2C company [6,[11][12][13]. ...
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Online stores assist customers in buying the desired products online. Great competition in the e-commerce sector necessitates technology development. Many e-commerce systems not only present products but also offer similar products to increase online customer interest. Due to high product variety, analyzing products sold together similar to a recommendation system is a must. This study methodologically improves the traditional association rule mining (ARM) method by adding fuzzy set theory. Besides, it extends the ARM by considering not only items sold but also sales amounts. Fuzzy association rule mining (FARM) with the Apriori algorithm can catch the customers' choice from historical transaction data. It discovers fuzzy association rules from an e-commerce company to display similar products to customers according to their needs in amount. The experimental result shows that the proposed FARM approach produce much information about e-commerce sales for decision-makers. Furthermore, the FARM method eliminates some traditional rules considering their sales amount and can produce some rules different from ARM.
... The results indicated that adoption of the proposed methodology improved average monthly revenue by 34.49%, average order value by 32.79%, and items per order by 1.93%. The study offers insights for marketers and managers, and claims that personalized marketing is not homogenous across demographic boundaries (Behera et al., 2019). ...
Book
You can reach my book, 'Digital Marketing' via the following link: https://www.morebooks.shop/store/gb/book/digital-marketing/isbn/978-613-8-96557-2
... Assim, o marketing digital personalizado ou individualizado, uma estratégia na qual negócios em ambiente online utilizam de dados para entregar mensagens individuais aos clientes existentes e potenciais, se tornou uma boa opção para chegar aos usuários. Quando usada corretamente, a personalização pode trazer resultados positivos para os negócios da empresa, fazendo com que os consumidores se sintam especiais, levando-os a comprar ou até mesmo a se tornarem fiéis à marca (BEHERA et al., 2020 ...
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A crise pode atingir uma organização por inúmeros motivos, dentre estes, por mudanças que ocorrem no mercado, na tecnologia, na concorrência ou até mesmo por uma pandemia vivida atualmente. Com isso, é necessário encontrar saídas para que seja possível contornar a situação e continuar atuando no mercado. Este artigo tem como objetivo analisar quais são as estratégias de marketing digital adotadas por organizações em diferentes situações de crise, inclusive a pandemia de Covid-19. Para isso, foi realizada uma revisão integrativa de artigos publicados nas bases Web of Science, Scopus, SPELL e SciELO. Os resultados mostram que diversas estratégias no meio digital são capazes de colaborar com os desafios que as organizações enfrentam com a globalização, como investir nos seus sites, atuar nas suas mídias sociais com conteúdo e campanhas, aplicativos, assistentes virtuais, publicidade e outros. Um framework de pesquisa foi criado com o objetivo de sintetizar as descobertas desta revisão integrativa. Organizações de diversos setores podem se espelhar nessas estratégias para lidar com a crise que enfrentam ou até mesmo aderi-las para que não sejam atingidas por adversidades inesperadas, resultando em perda de espaço ou até mesmo em sua retirada do mercado.
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Sosyal ağların ve teknolojinin hızla gelişmesi, işletmelerin tüketicilerle iletişim kurma biçimlerinde büyük değişikliklere gitmesine neden olmuştur. İnternet ve dijital pazarlama, müşterileri cezbetmek ve elde tutmak için kampanyalarda önemli faktörler haline gelmiştir. Dijital pazarlama bir elektronik cihaz veya internet aracılığıyla yapılan tüm pazarlama çabalarını içermektedir. Dijital pazarlama, ürün/hizmetlerin pazarlanmasında ve reklam faaliyetlerinde, geleneksel yöntemlere göre önemli farklar yaratmaktadır ve ayrıca güçlü bir kurumsal imaj ve müşteri memnuniyetini arttırmak için kilit oyuncu rolünü güçlendirmektedir. Dijital pazarlamanın benimsenmesi, özellikle küçük işletmelerin pazarlardaki zorlu rekabet şartlarında daha uygun maliyetlerle müşterilere ulaşması, rakipleriyle ve daha büyük işletmelerle rekabet etmesi için kritiktir. Bu makalenin amacı, dijital pazarlamayla ilgili geniş bir kavramsal çerçeve oluşturmaktır. Ayrıca işletme yöneticilerine dijital pazarlama stratejileri, dijital pazarlama kanalları ve dijital pazarlama avantajlarıyla ilgili bir rehber oluşturmaktır. The rapid development of social networks and technology has led to major changes in the way businesses communicate with consumers. Internet and digital marketing have become important factors in campaigns to attract and retain customers. Digital marketing involves all marketing efforts made through an electronic device or the Internet. Digital marketing makes significant differences in the marketing of products / services and advertising activities compared to traditional methods, and also strengthens the key player role to enhance a strong corporate image and customer satisfaction. The adoption of digital marketing is critical for small businesses to reach customers at more competitive costs in tough competitive conditions in the markets, and to compete with competitors and larger businesses. The purpose of this article is to create a broad conceptual framework related to digital marketing. It is also to create a guide for business managers about digital marketing strategies, digital marketing channels and digital marketing advantages
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Анотація. Обґрунтовано доцільність використання digital-маркетингу для просування товарів та послуг у соціальних мережах. Результати проведеного аналізу відображають вагому роль digital-маркетингу як головного інструменту в просуванні товарів та послуг в соціальних мережах, формуванні лояльності та довіри споживачів. Розглянуто на проаналізовано значущість зовнішніх факторів (регіон, на який вийшли з товарами (послугами); рівень економічного розвитку країни; якість покриття інтернету; доступність до інтернету усіх верств населення; вік аудиторії та ін.) у виборі маркетингової стратегії просування товарів (послуг) за допомогою digital-маркетингу. Наведено відмінність digital-маркетингу та інтернет-маркетингу та визначено, що поняття «digital-маркетинг» є ширшим поняттям та крім інтернет-маркетингу включає в себе рекламу і просування за допомогою цифрових технологій. На основі досліджень науковців узагальнено поняття «digital-маркетинг» та запропоновано його розглядати як засіб просування товарів (послуг, бренду, продукту) за допомогою використання цифрових технологій з метою задоволення потреб споживача. На підставі результатів виконаного дослідження сформовано пропозиції щодо визначення доцільності застосування digital-маркетингу для просування різноманітних видів товарів (послуг) в різних соціальних мережах за допомогою інтегрального показника фактору застосовності. Запропоновано етапи побудови стратегії цифрового маркетингу. Визначено доцільність проведення попереднього маркетингового аудиту, спираючись на аналітичні дані, отримані за допомогою різноманітних сервісів, що виступають в ролі інструментів digital-маркетингу. В умовах всеохоплюючої популярності онлайн-шопінгу одночасно спостерігається існування масштабної конкуренції між онлайн магазинами. Відтак аби бути клієнтоорієнтованим та мати власну лояльну аудиторію бізнес повинен врахувати персональні уподобання потенційних споживачів, які можуть стати клієнтами онлайн-магазину та/або бренду. Ключові слова: digital-маркетинг; соціальні мережі, eWOM, маркетинг у соціальних мережах, товари та послуги. Формул: 0; рис.: 4, табл.: 1, бібл.: 30.
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This paper examines the repercussion of digital marketing on the performance of Indian Rural Banks. The main purpose of this research was to identify the impact of mobile marketing leads into the performance of the rural banks, to examine the utilization of social media marketing on the performance of the rural banks and to evaluate whether the usage of various web sources leads into the performance of the rural banks. A descriptive research design carried out for this study to examine the nature of the influence of various tools of digital marketing in rural banks. The primary data was collected from 200 rural bank customers by using a simple random sampling technique. The well-structured questionnaire was prepared and circulated among rural bank customers and data has been collected. To understand the concepts of digital marketing, the secondary data were used from various sources such as journals, newspapers, magazines, press releases, and multimedia sources. The data has been processed and analyzed with the help of statistical tools by using IBM SPSS. This study reveals that mobile marketing provides quick reachability and ease to share information to their customers. Also, social media marketing reveals that it creates more brand identity, personalized with the customer, and location-based information. Moreover, Web sources shared information through various search engines. Overall, digital marketing tools and services bring more challenges and opportunities to their rural bank customers so as to see the tremendous changes in Indian Rural Banks in the near future.
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Covid-19 Pandemisi Sürecinde Beden Eğitimi Derslerinin Örgün Eğitim Modeli Kapsamında Uygulanabilirlik Düzeyi Bu çalışmanın amacı ülkemizde 2021-2022 eğitim-öğretim yılında okullarda uzaktan eğitime son verilerek tekrardan örgün eğitime geçilmesiyle birlikte okullarda görev yapan beden eğitimi öğretmenlerine beden eğitimi dersleri için sağlanan ders alanlarının, soyunma odalarının ve ders ekipmanlarının pandemi koşullarına uygunluk düzeyini ortaya koymaktır. Araştırmaya %67,8’i erkek, %32,2’si kadın olmak üzere devlet okulu ve özel okullarda görev yapan 90 beden eğitimi öğretmeni katılmıştır. Çalışmada veri toplamak amacı ile çalışmayı sürdüren araştırmacılar tarafından hazırlanmış, katılımcıların demografik özelliklerinin toplandığı kişisel bilgi formu ve beden eğitimi dersinin uygulanabilirliği ile ilgili 11 maddeden oluşan ölçek kullanılmıştır. Verilerin analizinde frekans ve yüzde (%) frekans yöntemi kullanılmıştır. Araştırma bulgularına göre, pandemi döneminde beden eğitimi derslerinin yüz yüze olması konusunda araştırmaya katılan öğretmenlerin büyük çoğunluğunun ortak fikirde olduğunu, derste kullanılan ekipmanların ve soyunma odalarının yeteri düzeyde hijyenik olmadığını, ekipman sayısının öğrenci sayısına göre yeterli olmadığını, okulların büyük çoğunluğunda kapalı spor salonu olmadığını ortaya koymuştur. Ayrıca öğretmenler kendilerine sunulan koşulların beden eğitimi derslerinde bulaş riskinin arttıran etkenler olan temas, hijyen ve mesafe problemlerinin yaşanabileceğini belirtmişlerdir. Anahtar kelimeler: COVİD-19, Beden Eğitimi Dersleri, Beden Eğitimi Öğretmenleri, Pandemi
This study investigates the important role of a retailer's return policy in consumers' decision making. Utilizing signaling theory and the Cue Diagnosticity framework, this study posits that return policy, as a cue from a retailer, interacts with other cues (product, price, and product quality) to reduce perceived purchase risk and increases store image and patronage intention. Employing factorial experiment design, the authors conduct two studies and find support for several hypotheses. Results show that consumers value return policies depending upon the situation. A lenient return policy drives down purchase risk and leads consumers to have positive store images and higher patronage intentions. Both theoretical and managerial implications of the findings are provided.
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In 2018, the Ministry of Health of Peru reported that more than 50% of the Peruvian population suffers from obesity. In total, 40% of the people affected by this disease are in the metropolitan area of Lima. Moreover, a report by the newspaper Gestión states that, on average, each Peruvian citizen consumes 52 kg of ultra-processed food per year. These alarming figures show that a change in the lifestyle of the citizens of Lima is necessary. It is imperative to increase peoples’ awareness of the importance of leading a healthy lifestyle, which in turn means improving eating habits and exercising. Given the increase of people with health problems caused by poor nutrition, the manufacture of health products, such as nut butter, must be natural, without added sugar, hydrogenated oils, added chemicals, or preservatives. Nuts belong to the group of energy foods and eating them provides great health benefits and helps fight obesity. They are a source rich in proteins and healthy fat, provide energy, and contain vitamins and antioxidants, among other benefits. They are also suitable for vegetarians, vegan, celiac, and diabetic people. Therefore, the manufacture and sale of handmade nut butter is a business opportunity in Lima. To prove this, the lean startup methodology was used, and through the development of viable minimum products, the viability of the project was evidenced. The project management bases of the Project Management Institute (PMI) are used as guidelines to develop the project, and digital marketing tools are applied to make the products known to the target market.
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Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.
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The last few years a new term shows up on the field of logistics and supply chain management, and many informal articles have been developed trying to approach this issue from different points of views. More specifically, there is a lot of concern about the Elastic Logistics concept, which refers to the ability of a company to expand or shrink its logistics capabilities in order to accommodate the upcoming demand and fluctuations. In other words, this model focuses on how organizations could prepare their supply chain operations in order to face consumers' trends, preferences and in general the unexpected market environment. The current Thesis is an attempt on approaching this concept by focusing on explaining, evaluating and implementing a framework for companies and managers to adopt in their operations. Based on a wide range of definitions, the research's attempt is to examine this model from customer's perspective and to propose a framework for implementation. As two of the central points of this definition are customers and future demand, this thesis is focusing on extensive systematic analysis of published articles, throughout systematic literature review method, based on customer analysis aspects, data analysis tools and flexible supply chain strategies to eliminate risk and achieve greater control over operations. In addition to that, it is essential to understand the roots of this model, so the Thesis consists a case base scenario of a Greek firm in fast moving consumer goods industry, where actual customers data are analyzed, forecast methods are deployed and a facility location problem is handled in order to examine optimal locations for storage activity in the upcoming period for summer 2020. In this framework through thematic analysis and actual scenario, a framework is integrated, in order companies to follow a guidance for the implementation of Elastics Logistics model in terms of time flexibility in serving customers.
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Digital entertainment pulls the millennials to a next level of entertainment and as all of us know the platforms where entertainment is there, it automatically attracts the new age cutting technological advertisements. Adverts with consumer self-generated content are more or less very much a thing for future. Video bloggers attract huge number of subscribers and technicalities. Video bloggers, Instagram channels that’s why use this do it yourself media content for popularizing the product along with make significant gain in developing market trust. This helps in getting more customer engagement and the experience gets manifold. So in this chapter the authors try to put this framework of digital entertainment, do it yourself adverts, trust of customer along with long-term patronage into a mix and provide a holistic view for all.
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Digital Marketing strategies are sets of controllable e-marketing variables that organizations combine to achieve marketing goals and to meet customers’ needs. These strategies are the most important factors that electronic-marketing managers pay attention to the best strategy in order to achieve sales and profitability. This study aims to investigate the effect of these strategies on the buying behavior of customers in online shopping stores in Tehran. For this purpose, five best-selling online stores in Tehran are selected and 79 samples are taken from each of them. For data collection, a 2-tuple fuzzy linguistic representation model is used in order to no lose the linguistic information obtained from customers. For data analyzing and extracting proper rules, two approaches of the rough set theory are used. Based on the results provided by Rosetta software, five rules governing customer behavior are identified as the most important factors affecting buying behavior in online shopping. To evaluate the result, a comparison is carried out between the extracted rules using the proposed rough set technique and the tree diagram of the data obtained by Rapidminer software. Almost all provided rules are confirmed through this comparison along with the opinions of experts. Some of key results according to the obtained rules indicate that the most important digital marketing strategy is the search engine optimization. Moreover, the social media marketing and recommender engine play as second important issue of the marketing management.
Article
Over the last two decades, plenty of work has been carried out on the applications, benefits, and values of numerous digital technologies in the retail sector. However, due to the wide range of technology types, there is still a lack of a comprehensive framework through one can understand how digital technologies create customer-centric value to define a digital vision. This paper aims to theoretically review the literature to explore various value propositions that digital technologies contribute to the transformation of retail customer experience. Accordingly, a conceptual framework has been developed based on the review of 141 journal papers using thematic content analysis, based on consumption elements (exchanges, actors, offerings, and settings) as a prior base for developing the framework. The proposed framework reveals nine digital value propositions including vividness, mobility, peer communication, personalization, interactivity, connectivity, value co-creation, telepresence, and information availability. The framework introduces digital value propositions as a viable mediator to understand the transformative effects of digital technologies on customer experience. Accordingly, three main paths are suggested for future studies.
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This chapter addresses how the pandemic has transformed the world at a surprising speed in terms of consumer behaviors and applicable virtual strategies to capture new opportunities. Although there have been some short-term sharp declines in consumer spending, confident changes have been realized through consumers' evolution into “digitalization” or the use of contactless, functional, and appropriate business models. Accordingly, the pandemic has also brought digitalization forward for companies, making it almost obligatory. This chapter will also discuss exemplary, inspirational practices of companies that have developed business models, products, and services by managing changes accelerated by the pandemic.
Despite extensive use of weather data to adjust replenishment and inventory strategies in the retail industry, these companies do clearly know the effect of weather on consumer behavior and retail performance. How does weather affect consumers' purchasing behavior and thus retail performance? We study empirically these questions by analyzing more than 6 million transactions made by more than 1.62 million unique consumers at 146 convenience stores in a convenience store chain in China. We choose sun, rain, temperature, and air quality index as the main weather variables. We use the average number of items per order and the average price of each item in each order as indicators of consumer behavior, and use store daily sales as an indicator of retail performance. We found that under rainy weather, people will buy more products with higher item prices in one order. When temperature rises, people will buy fewer products with a lower item price in one order. In addition, sunny weather and rainy weather have a positive impact on daily sales than cloudy weather. Air quality has a negative impact on daily sales, while temperature has a positive impact on sales. Finally, we study the impact of weather on different product categories. We find that the results depend on the product category characteristics.
Chapter
In the last decade, the wide range of advanced technology development could be viewed into the number of recent electronic devices, and also services. Those include education development, business sector, and also public service. Moreover, the number could be seen into social media platform in facilitating global cross interaction. In this paper, the aims to examine the further development of social network site (SNS) are deployed in looking at the contribution for learning enhancement. Reviewing several critical literatures was deployed in the attempts to expand the initial value of SNS to play a significant role in developing the recent trends of technology development and transmitted into the social media basis. The finding points out that SNS with its valuable insight of developing adaptive learning technology is potential to play a significant role in facilitating the learning enhancement. This study is expected to contribute to give insights into enhancing the insightful contribution for learning technology together with the adaptive technology enhancement.
Chapter
The emerging trends of technology advancement have been clearly arisen into many sectors, one of which is in education setting. This context is substantially adopted with the wider progression through online based instruction in enabling the process in a distance basis. The need to have a sufficient knowledge in expanding the potential value of such initiative should be taken into consideration in a particular way in ensuring the process within a well organised platform and system. This article is attempted to examine the strategic approach of adaptive learning technology through getting the facilitation of Social Network Site (SNS). Several literatures were critically reviewed referring to the digital technology, adaptive learning and SNS platform. The finding reveals that there are three main points namely comprehensive way for sharing information across learning enhancement, social network site-based learning strategy enhancement, connecting significant interplay of professional and moral responsibility. This study is supposed to contribute into supporting the knowledge enhancement on digital-based learning innovation, and also may become one of the useful sources in enabling the stakeholder to adopt as the element considered for their decision making in the upgrade process of learning.
Chapter
In this paper we have proposed a customer response model for extremely imbalanced data. In this case, the class imbalance occurs when it comes to online shoppers, as there is a huge number of website sessions, of which only a small number end up with an order. The influence of web metrics on the model performance was examined, as some previous papers have confirmed the importance of web metrics for various types of analysis in web marketing. However, in this paper, their impact on the predictive performance of customer response models based on undersampling in combination with ensemble techniques was tested for the first time. The obtained results indicate good model performance-AUC of 0.839, sensitivity (positive class of respondents) of 75% and fallout of 21.26%, especially having in mind that the test data set had a response rate of only 0.41%. Additionally, web metrics were found to be more significant predictors than classical predictors of purchasing behavior such as transaction recency and frequency, as well as monetary value, or data on purchased products.
Shopping convenience can be turned into a competitive advantage for online grocery retailers. Consequently, we study how personalized product recommendations (recommendation agents) and price promotions (algorithmic pricing) compensate for the negative impact that consumer's perceived cognitive effort causes on loyalty. By default, the relationship from perceived cognitive efforts to attitudinal and behavioral loyalty is negative, yet these results demonstrate that personalized price promotions lessen the negative impact, while personalized product recommendations do not have such an influence. The findings contribute to a better understanding of personalized marketing activities in today's data-driven online grocery retailing.
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In the modern era, digital marketing is not new platforms that can be used by businesspeople to reach the consumers and a wide area, including attracting customers through email, content marketing, searching platforms, social media, and many more. One crucial strategy that businesspeople can use to maintain and survive their business is by utilising social media marketing. Using this marketing strategy, businesspeople can reduce operational expenses and indirectly increase their business profit. However, with the reading materials and observation on micro-enterprises, this study found that entrepreneurs' ability to utilise the existing platforms, e.g. social media is limited. In conjunction with the present issue, this study provides an understanding of digital marketing platforms (e.g. social media) in achieving micro-enterprises' market target. This qualitative study uses literature review approach. The digital marketing platforms (e.g. social media) and micro-enterprises analyses were carried out by reading and analysing 30 peer-reviewed journal papers and summarising them in two tables, including article journal and publisher distribution and article category. This study found various digital marketing strategies (social media) that micro-entrepreneurs can use to develop, introduce, and promote their products, such as Facebook, Instagram, Youtube, Twitter, Tiktok and others. These platforms are the cheapest and most comfortable tools for creating excellent marketing contents. Also, digital marketing can use for promoting and branding activities in a wide range of marketing activities without spending a lot of money. In conclusion, this study finds that digital marketing is one modern evolution platforms in marketing activities that highly depends on technology to create creative marketing content and product information. Also, the targeted customers can easily access the offered products. Keywords Digital marketing, social media, business performance, a mini-review approach
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The aim of this paper is to explore how luxury brands use new technologies in the context of smart retailing. Building on qualitative data from multiple cases from the luxury industry, our analysis reveals that this sector is conscious of the benefits of using smart technologies as marketing tools, while the effective use of these innovative systems is still limited. However, studies on innovation forces affecting the retail industry are still limited in luxury sectors. The study provides an empirical contribution to the emerging topic of smart retailing with an emphasis on the luxury sector through its in-depth investigation of the usage of smart technologies by the firms studied.
Return policy is a strategic tool widely used by firms to build long-term relationship with their consumers. We develop a novel O2O (online to offline) competition model to address how the competitive return policies can be employed to coordinate the O2O distributions under the manufacturer – traditional retailer supply chain where the manufacturer opens an online channel to compete with the traditional retailer. Our results show that utilizing the revenue sharing plus profit sharing mechanisms, the manufacturer and the traditional retailer can employ different return policies for their respective channels to coordinate the O2O distributions and achieve a Pareto solution for all parties in a manufacturer - traditional retailer supply chain. Particularly when the product is becoming increasingly compatible with online sales, the value of the differential of return policies would further increase for both the manufacturer and the retailer.
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Surprisingly, there exists a paucity of research examining the adoption of Internet-based technologies by luxury firms. This represents a major shortcoming in our understanding of how luxury firms maintain the image of their brand, sustain a personal link with customers, and retain an aura of exclusivity as they seek to provide their products and services to increasingly technologically-astute customers. Using content analysis, we present the findings of a qualitative investigation of 92 luxury firm websites across the categories of automobiles, fashion, jewelry, watches, and yachts. Study findings indicate that there are noticeable differences in website characteristics and functionality across sectors. Implications of the results are discussed, noting that decisions about using the Internet for branding and selling, one-way and two-way communications, as well as operational and innovative features, are driven by the characteristics of the products being offered. Avenues for future research are also offered.
This inductive study elaborates on the value concept and unpacks the process of how value is created in the Swedish food industry by combining the theoretical tool of goal hierarchy with the methods of network analysis. Through real world insights, on how consumers and retail firms act and coordinate their activities to fulfill their roles in consumer value creation, this study proposes a differing perspective that extends the value-in-use concept by identifying four sequential consumer activities. They are (i) reflections about what is important (value) in the specific consumption situation (the focal goal), (ii) the starting point of value creation (selection and application of means), (iii) the process involved in providing and enjoying holistic solutions, and (iv) ultimately its contribution to life fulfillment in the sense that value creation is meaningful. Thus, consumers create value by setting clear differential hierarchical goals that include the identification of resources and consumers’ own capacity before choosing the products and using them. The network analyses also reveal an additional space for supporting value creation: firm to firm interactions which add more resources to providers’ support of consumer value creation. The paper provides new real world insights on how consumers and firms act to fulfill their roles in consumer value creation. This knowledge helps retailers to better identify and manage value creation tools to support their customers in value creation.
The aim of this paper is to examine and conceptualize how the integration of smartphones is reconfiguring the retailscapes of stores and the implications that this has for retailers and consumers. Departing from an understanding of retailscapes as socio-material assemblages and drawing on an ethnographic study of mobile shopping, this paper shows how the integration of smartphones into the activities of in-store shopping is reconfiguring how store space is enacted. The integration of this digital device reorganizes the activities of shopping, and new informationscapes, socialscapes, and experiencescapes unfold as a result. In the process, stores are reconfigured, agencies change, and the relationship between consumers and retailers is remade.
Evidently, the Internet has resulted in a fundamental shift in retailing practice, creating a shift in both consumer and business behavior, which has been compared to that of the Industrial Revolution. The purpose of this paper is to analyze customer satisfaction in e-commerce market. In particular, we determine the factors that affect customer e-satisfaction and the relationship between customer satisfaction and consumer spending in e-commerce retailing. We focus on how American based e-commerce firms are impacted by these developments and how marketing practices have reflected the developing e-commerce situation. The results show that customer satisfaction does have an impact on consumer spending in American based e-commerce retailers. Further, the relationship between customer satisfaction and consumer spending is positive, where higher e-satisfaction results in more spending in e-commerce. The results also show that there is a direct relationship among e-service quality, e- satisfaction and e-loyalty in terms of online spending by consumers. However, the analysis shows that e-commerce still faces challenges compared with traditional offline retailers since customers cannot feel and try the products, and may end up choosing the products that they do not want.
Recent industry reports indicate that consumers own four digital devices on an average, and switching devices during shopping is the “new normal.” The addition of mobile Internet as a new channel of search and purchase has spurred the adoption of the digital medium, and easy accessibility of the Internet on multiple devices is influencing shopping patterns. A consumer may prefer some channels for search and others for purchase or use a combination of channels to search and purchase simultaneously. As a new channel, it is unclear 1) whether mobile Internet offers greater search or purchase benefits and 2) what type of products are more suitable for mobile Internet search and purchase. In this study, we develop a framework that describes the factors that drive the use of mobile Internet in a multi-channel environment. We test the framework using survey data from a sample of U.S consumers. The main findings from our study indicate that 1) the choice of channel combinations that include mobile relative to other channel combinations increases with an increase in perceived search convenience of mobile channel. 2) in the digital channel, mobile and desktop differ in their utility along search dimensions. The probability of choosing channel combinations that include mobile increases due to search convenience whereas desktop is attractive due to perceived gains of price comparison search; and 3) mobile Internet search increases for consumers searching for utilitarian products. The insights from this study deepen our understanding of how digital media is used in the search-purchase process and have important managerial implications.
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Over one billion people are currently using social media such as social websites (Facebook Newsroom, 2015); consequently, numerous academic scholars have developed interest in studying the use of social media and social networks. However, few studies have focused on examining the core factors of social networks. In this study, we collected studies on social-network-related topics that were published between January 1996 and December 2014, assembling a total of 2565 articles and 81,316 citations. Co-citation analysis and cluster analysis were applied to verify seven main factors regarding social networks: (a) the measure of complex social networks; (b) community structure; (c) strong and weak ties; (d) the evolution of social networks; (e) network structure and relationship; (f) value concept and measurement strategies; and (g) social capital. Finally, the results of this study were further discussed to elucidate the core topics relevant to social networks.
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