10,096 research outputs found
Fuzzy Recommendations in Marketing Campaigns
The population in Sweden is growing rapidly due to immigration. In this
light, the issue of infrastructure upgrades to provide telecommunication
services is of importance. New antennas can be installed at hot spots of user
demand, which will require an investment, and/or the clientele expansion can be
carried out in a planned manner to promote the exploitation of the
infrastructure in the less loaded geographical zones. In this paper, we explore
the second alternative. Informally speaking, the term Infrastructure-Stressing
describes a user who stays in the zones of high demand, which are prone to
produce service failures, if further loaded. We have studied the
Infrastructure-Stressing population in the light of their correlation with
geo-demographic segments. This is motivated by the fact that specific
geo-demographic segments can be targeted via marketing campaigns. Fuzzy logic
is applied to create an interface between big data, numeric methods for
processing big data and a manager.Comment: conferenc
Binary Particle Swarm Optimization based Biclustering of Web usage Data
Web mining is the nontrivial process to discover valid, novel, potentially
useful knowledge from web data using the data mining techniques or methods. It
may give information that is useful for improving the services offered by web
portals and information access and retrieval tools. With the rapid development
of biclustering, more researchers have applied the biclustering technique to
different fields in recent years. When biclustering approach is applied to the
web usage data it automatically captures the hidden browsing patterns from it
in the form of biclusters. In this work, swarm intelligent technique is
combined with biclustering approach to propose an algorithm called Binary
Particle Swarm Optimization (BPSO) based Biclustering for Web Usage Data. The
main objective of this algorithm is to retrieve the global optimal bicluster
from the web usage data. These biclusters contain relationships between web
users and web pages which are useful for the E-Commerce applications like web
advertising and marketing. Experiments are conducted on real dataset to prove
the efficiency of the proposed algorithms
Enhancing Effectiveness: Unconventional Marketing Strategies in the Complex Sports Landscape
In nowadays complex sports industry, where the pursuit of wellness and care has taken center stage, companies face the challenge of devising impactful marketing strategies in an increasingly competitive environment. An emerging area of focus is the effectiveness of unconventional marketing techniques, which remains relatively under-researched despite its potential to enhance the impact of strategies. Through a fuzzy set Qualitative Comparative Analysis (fsQCA), based on multiple case studies, this paper introduces a framework that underscores the significance of originality, novelty, visibility, relevance, engagement, legacy, and authenticity as necessary conditions for stimulating information processing and fostering a positive brand attitude. This research contributes to the existing knowledge on consumer decision-making processes, shedding light on which drivers might improve the effectiveness of unconventional strategies and connecting different executional paths to an increased purchase intention and word of mouth. From a managerial perspective, the investigation capitalizes on how to differentiate investments from traditional media and assist firms with practical guidelines to develop more effective marketing strategies
An empirical survey: Can green marketing really entice customers to pay more?
This research integrated the Social Cognition Theory and the Engel Kollat Blackwell customersâ purchasing model (EKB model) to synthetically discuss the three kinds of possible relations comprising âdoes negatively enticeâ, âdoes possibly enticeâ and âdoes positively enticeâ between green-marketing and customersâ purchasing and payment, with consideration given to environmental-protection issues. Based on the measured results, the most contributed contention of this research not only utilized three cross-analytical theories consisting of the social cognition theory (SCT) , the Fuzzy theory (FT) and the EKB model, and the novel F-ANP of the MCDM methodology to evaluate the collected data but it also manifested that Green-marketing does possibly entice customers to pay more (GMPECPM). These measured results have distinctly stunned the fundamental assumption in the traditional green-marketing research field that customers were supposed to be willing to pay more for green products and services because they were supporting green initiatives and helping environmental-protection. Further, major future research directions were also briefly demonstrated in this research as (1) the collection data have to be strengthened to gather more empirical customer feedback, corporate management comments, and professional scholarsâ reports; (2) enterprises have to resoundingly establish a green-branding initiative after successfully executing green-marketing strategies.Green Marketing (G-marketing); Multiple Criteria Decision Making (MCDM); Analytical Network Process (F-ANP).
Neurophysiological Profile of Antismoking Campaigns
Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy
behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been
suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires
and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the
case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the
cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to
gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing
results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). &e eventual differences
between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new
PSAs before to its broadcasting. &is study focused on adult population, by investigating the cerebral reaction to the vision of
different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking
behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how
different communication styles of the antismoking campaigns could facilitate the comprehension of PSAâs message and then
enhance the related impac
Optimization of Media Strategy via Marketing Mix Modeling in Retailing
The paper describes the marketing mix modeling results for companies in nonfood retailing. The main objectives of the research are to demonstrate the viable way of making effective recommendations for optimizing the media strategy by modeling offline and online traffic to the stores based on econometric modeling and to develop a decision support system, which enhance the effective growth of business KPIs and an effective decision-making process. Econometric modeling, deeper data analysis, decision support were implemented on the data of one of the main retailers in Ukraine in a period before the full-scale Russian invasion. Estimating the impact of different communication channels on business results made basis for ROI calculations and optimization of media investments allocation among media channels by periods, video durations, type of advertising and with optimal weekly media pressure. ROMI calculation was based on the results of regression modeling, which estimate the level of traffic and sales generated by each media channel. The information-analytical decision support system based on an interactive dashboard has been developed for improvement of day-by-day business planning and management. The developed framework of regional strategy selection facilitates to the formation of a strategic vision on a regional scale and improves the quality of a regional media strategy
Data Mining Approach for Target Marketing SMEs in Nigeria
Presently, in addition to the lack of funds experienced by SMEs in
Nigeria, the main challenges experienced by SMEs (Small and Medium
Enterprises) in Nigeria has to do with them not being able to understand and
the apply marketing concept. Also there are a lot of resources being wasted in
marketing campaign which does not target anybody in particular. This study is
therefore focused on finding the target market of SMEs using the K-means
clustering technique in combination with sentiment analysis, also known as
opinion mining. The study also aims at recommending the best medium to
market these SMEs as discovered from the output of the analysis. The result of
this research will give positive direction to improving the profit of small and
medium business through target marketing. Also, this study is not trivial
because it will help to reduce marketing cost through target marketing. The
study also helps to discover the opinion of the populace on the small and
medium business and the medium through which they can be targeted. This
discovery will definitely form solid foundation for further marketing action and
improve their profit
The Value of Cluster Association for Digital Marketing in Tourism Regional Development
[EN] This paper analyses the advantages of membership in a cluster in the effective use of digital marketing tools and in a general way, in the performance, especially for the small and medium firms in underdeveloped regions. For this purpose, a case method research was conducted in the tourism sector, specifically in the hotels in the La Guajira Department, Colombia, where there is a regional tourism cluster. The tourism sector especially depends on digital marketing and the proper use of available digital marketing tools play an essential role in the performance. To conduct the study, 40 hotels in La Guajira were analyzed, whether or not they were members in the cluster. The obtained data were assessed by means of fuzzy set Qualitative Comparative Analysis to check the hypotheses. The results reveal the most effective combinations of digital marketing tools and the activities in which especially small and medium firms must engage in the cluster to obtain better results.Tarazona-Montoya, R.; Peris-Ortiz, M.; Devece Carañana, CA. (2020). The Value of Cluster Association for Digital Marketing in Tourism Regional Development. Sustainability. 12(23):1-18. https://doi.org/10.3390/su12239887S1181223Furukawa, Y., Kondoh, K., & Yabuuchi, S. (2019). Tourism, Capital and Labor Inflows and Regional Development. International Advances in Economic Research, 25(2), 221-233. doi:10.1007/s11294-019-09733-8Kim, K., Park, O., Yun, S., & Yun, H. (2017). What makes tourists feel negatively about tourism destinations? Application of hybrid text mining methodology to smart destination management. Technological Forecasting and Social Change, 123, 362-369. doi:10.1016/j.techfore.2017.01.001Jackson, J., & Murphy, P. (2006). Clusters in regional tourism An Australian case. Annals of Tourism Research, 33(4), 1018-1035. doi:10.1016/j.annals.2006.04.005Mathew, V., & Soliman, M. (2020). Does digital content marketing affect tourism consumer behavior? An extension of
t
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