Identification and Ranking of Key Factors for Pattern of Consumer Buying Decisions in Digital Marketing

Imanova, Gunay E.

doi:10.1007/978-3-030-68004-6_31

Cited by 4 publications

(2 citation statements)

References 11 publications

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“…In this context, promotional messages based on signaling data are often misleading and inappropriate due to the often generalized information about market segments [82,83]. The integration of fuzzy logic and methods solves this problem, allowing marketers to assess the extent to which an individual customer fits into a market segment [84].…”

Section: Application Of Fuzzy Logic and Fuzzy Methods In Marketing St...mentioning

confidence: 99%

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

2023

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Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic literature review with bibliometric analysis to examine a sample of 96 studies from the SCOPUS database to identify research activity on this topic until December 2022. It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals. For instance, the results show that adopting approaches such as fuzzy marketing or the fuzzy marketing mix model enhances the company’s capability to build stronger customer relationships, enhance profitability, and improve marketing performance.

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Section: Application Of Fuzzy Logic and Fuzzy Methods In Marketing St...mentioning

confidence: 99%

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

2023

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“…In this era of data-driven marketing, most companies are missing out on human marketing opportunities by losing sight of marketing's nuanced human context. In this context, signal data-driven promotional messages are often misleading and inappropriate due to the often generalized information regarding market segments [82,83]. Integrating the fuzzy logic and fuzzy methods solves this problem by allowing marketers to assess to what degree an individual customer fits into a market segment [84].…”

Section: Application Of Fuzzy Logic and Fuzzy Methods In Marketing St...mentioning

confidence: 99%

Fuzzy Logic: An Application into Marketing Strategy

Rosário¹,

Dias²

2022

Preprint

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The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

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Fuzzy Modeling for Marketing Plan Development

Mustafayeva¹

2023

Lecture Notes in Networks and Systems

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Identification and Ranking of Key Factors for Pattern of Consumer Buying Decisions in Digital Marketing

Cited by 4 publications

References 11 publications

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

Fuzzy Logic: An Application into Marketing Strategy

Fuzzy Modeling for Marketing Plan Development

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