Marketing and Smart Technologies: Proceedings of ICMarkTech 2019
Abstract
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
... Furthermore incivility, which contains behavior that threatens democratic values, denies people personal freedoms, or stereotypes of groups of people; rudeness, which includes behavior that threatens democracy, denies people personal freedoms, or stereotypes of social groups; rudeness, which includes (Gorrell, Bakir, Roberts, Greenwood, & Bontcheva, 2020;Jin, Muqaddam, & Ryu, 2019;Jolley & Paterson, 2020;Ziegele, Koehler, & Weber, 2018). Hate speech outside the internet expressed as direct aggression against politicians; and hate speech outside the internet expressed as direct aggression against politicians (Reichelmann, 2020;Rocha, Reis, Peter, & Bogdanović, 2020;Roetzel, 2018). Social deviation is a notion that can be used to explain online hate speech. ...
The research is aimed at analyzing the phenomenon of hatred that takes place while running profiles on social media by influencers. The study describes the phenomenon of hate used by influencers to build trust among the offenders. The study adopted a literature review to identify research to date. The authors also synthesized the existing literature using the Scopus database in 2019-2022. On this basis, a research survey was developed, which was conducted on a group of 500 influencers between June and December 2021. The survey results fill a gap in the literature at the intersection of work in the digitized world / social media management. In addition, the study also presents the results of qualitative research on the mechanisms of how influencers work with hate. The originality of the research is a literature analysis and maps from the Scopus database. The literature research shows the connections, while the qualitative research shows the scales of the connections. The results of the study indicate that individual factors have a small impact on trust, but the combination of factors has a huge impact. The impact of anti-hate campaigns or the management of hate columns has a significant impact on image building and follower trust. These results are useful for practitioners as they provide new methods for increasing trust in influencers.
... Companies are constantly looking for strategies to increase traffic to their websites [1], especially those that enable visitor actions with an underlying business goal, like increasing sales, raising profits, attracting new clients, improving brand image, etc. [2]- [5]. In marketing, such visitor actions are called conversions [35]- [37]. ...
The value of a company’s Web site depends on visitors performing actions that add value to the company. Those actions are called conversions. We present techniques for characterizing Web site visitors according to their conversions for more amenable interpretations by marketing experts. Existing Web analytics techniques are not designed to highlight the distinguishing characteristics of a class of visitors. Besides, there are no approaches for characterizing classes of visitors that take into account specific business goals. In this paper, we introduce a means of characterizing Web site visitors. To find what the different segments of visitors have or do not have in common, we first separate visitor sessions by conversions, and then for each class, we mine patterns to contrast with others. To mine patterns, we use PBC4cip, which is a contrast pattern-based classifier. Our pattern mining strategy is to use each conversion as a binary class at a time. We select the contrast patterns in a representative proportion of sessions (at least 10%). Our results show that a few patterns are enough to characterize a visitor class; since each class is associated with a conversion, an expert can easily draw conclusions as to what makes two classes different from each other. Further work will involve incorporating information from other sales channels and completing the analysis provided by existing techniques.KeywordsWeb analyticsCharacterizationPattern miningContrast patternsPBC4cipSales funnelConversions
Virtual reality (VR) can influence people’s lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members’ interest in VR is analyzed in various domains, like education, entertainment, and marketing. This study considers the Technology Acceptance Model (TAM) theoretical framework and explores the factors influencing Gen Z’s perceptions of VR potential. The approach is based on hypotheses and a survey-based investigation, followed by logistic regression modeling. The results show that VR attracts Gen Z members to educational and entertainment activities. Also, they believe that VR is important for marketing activities. The results show the importance of investments in VR, in all three domains, and the importance of adapting strategies to leverage VR’s potential effectively.
هدفت هذه الدراسة إلى التعرف على أثر التسويق عبر الهواتف الذكية على الأبعاد الأساسية الثلاث لاتجاهات زبائن مؤسسة (Qooxy) (البعد المعرفي، البعد العاطفي والبعد السلوكي لاتجاهاتهم)، كما هدفت للتعرف على وجود فروق ذات دلالة إحصائية بين إجاباتهم ترجع للاختلافات في بياناتهم الشخصية، ولتحقيق هذه الأهداف تم استخدام المنهج الوصفي ذو الطابع التحليلي بالاستعانة بالاستبيان الإلكتروني الذي تم توزيعه عبر موقع التواصل الاجتماعي (Facebook) على زبائن المؤسسة محل الدراسة أين تم جمع 120 إجابة.
وبعد تحليل البيانات المجمعة ومعالجتها إحصائيا بالاستعانة ببرنامج (SPSS)، توصلنا إلى: أن للتسويق عبر الهواتف الذكية تأثير ذو دلالة إحصائية على الأبعاد الثلاث لاتجاهات عينة الدراسة، وعدم وجود فروق ذات دلالة إحصائية بين إجابات المستجوبين حسب متغير السن، الحالة الاجتماعية، المستوى التعليمي والدخل، في حين وجود فروق حسب متغير الجنس.
الكلمات المفتاحية: التسويق عبر الهواتف الذكية، اتجاهات الزبائن، البعد المعرفي، البعد العاطفي، البعد السلوكي.
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