Understanding multistreaming for web traffic: An experimental study

Rajiullah, Mohammad; Mohideen, Althaff; Weinrank, Felix; Secchi, Raffaello; Fairhurst, Gorry; Brunström, Anna

doi:10.23919/ifipnetworking.2017.8264875

Cited by 2 publications

(1 citation statement)

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“…The main goals of this study are, on the one hand, to examine the effects of the websites' technical factors and behavioral factors on the logistics websites' visibility and brand name, and on the other hand, to suggest digital marketing optimization strategies in order to improve corporate brand name. More specifically, the first hypothesis (H1), which is built on previous studies [90,91], highlights the importance of developing websites with low size to optimize visibility, as presented in the technical optimization scenario in Section 3.2.1. The second hypothesis (H2) illustrates the necessity of placing more advertisements on social media than on other websites since the return on investment could be higher.…”

Section: Discussionmentioning

confidence: 99%

The Effects of Logistics Websites’ Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name

et al. 2022

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In a world overwhelmed with unstructured information, logistics companies increasingly depend on their websites to acquire new customers and maintain existing ones. Following this rationale, a series of technical elements may set the ground for differentiating one logistics website from another. Nevertheless, a suitable digital marketing strategy should be adopted in order to build competitive advantage. In this paper, the authors attempt to respond by implementing an innovative methodology building on web analytics and big data. The first phase of the research collects data for 180 days from 7 world-leading logistics companies. The second phase presents the statistical analysis of the gathered data, including regression, correlations, and descriptive statistics. Subsequently, Fuzzy Cognitive Mapping (FCM) was employed to illustrate the cause-and-effect links among the metrics in question. Finally, a predictive simulation model is developed to show the intercorrelation among the metrics studied as well as various optimization strategies. Research findings reveal a significant correlation between the logistics websites’ technical factors and the growth of the corporate brand name.

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Section: Discussionmentioning

confidence: 99%