Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics

Saura, José Ramón

doi:10.1016/j.jik.2020.08.001

Cited by 327 publications

(201 citation statements)

References 83 publications

(82 reference statements)

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“…These questions were grouped into risks (2), trust (4), privacy (4), and perceived security (2). The behavioral items for the use of blockchain technology and cryptocurrencies as a payment method were adapted from studies on privacy [59][60][61], perceived security [48], and risks [20,23,60,61].…”

Section: Questionnaire Designmentioning

confidence: 99%

An Exploratory Approach to the Adoption Process of Bitcoin by Business Executives

2021

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The purpose of this research study is to analyze the exploratory study of the adoption of Bitcoin cryptocurrency based on blockchain technology and its use as a means of payment in companies. This research is exploratory in nature. As such, an adoption model was investigated using the technology acceptance model (TAM) which was extended with new variables. The sample was made up of business executives from companies and commercial establishments (n = 248). Partial least squares structural equation modeling (PLS-SEM) was chosen as the analysis and evaluation technique for the model. The authors demonstrated that privacy has an important influence on perceived utility, and that trust has a very significant influence on privacy and perceived ease of use, thus indirectly affecting the intention to use cryptocurrencies.

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Section: Questionnaire Designmentioning

confidence: 99%

An Exploratory Approach to the Adoption Process of Bitcoin by Business Executives

2021

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“…Thus, the display and design of generating effective digital advertising are pertinent for the marketers to persuade their potential customers [4,52]. Digital advertising appeals refers to the features of advertising comprised of a message and the display of digital advertising to manipulate the positive influence on the individual's perception [8,53]. Nowadays, appeals are used in digital ad-vertising to motivate individuals to take behavior-related actions [54].…”

Section: Effect Of Digital Advertising On Online Purchase Intentionmentioning

confidence: 99%

“…Furthermore, in the recent scenario wherein the rapid growth in the internet usage across different parts of the world has developed the World Wide Web as a populous advertising medium [7,8], The Interactive Advertising Bureau stated US digital advertising revenue reached USD 125 billion in 2019 with a 16% annual increase, indicating the prominence of digital advertising [9]. However, among all sectors of e-commerce, fashion and clothing brands demonstrated steady growth in revenues through digital advertising [10].…”

Section: Introductionmentioning

confidence: 99%

Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism

Raza

Zaman

2021

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Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This research examines how norm-congruent attitudes toward digital advertising (hereafter ADA) may operate as a process variable that mediates the relationship between perception about digital advertising (hereafter PDA) and online purchase intention of fashion brands (hereafter OPI). We propose a gender egalitarianism (hereafter GE)-moderated mediation model whereby ADA mediates the relationships between PDA and OPI in two culturally diverse nations: Malaysia and Pakistan. The model was tested by using 2 (GE appeal: present vs. absent) × 2 (nation: Pakistan vs. Malaysia) × 2 (no exposure to ads/exposure to ads) experimental design with data obtained from a sample of 260. Findings show that there is a significant difference in the relationship between PDA and OPI that is mediated by the attitude in both nations. However, the mediation implication of the attitude is significantly dependent on the interaction of the GE. In this way, the study provides some practical recommendations for the marketers by highlighting the salient advertising features that may be more useful in both nations.

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“…They are based on Search Engine Optimization (SEO), Search Engine Marketing (SEM), Big Data, Data Mining, Artificial Intelligence. Social media listening is also of great significance, as it is an automated research on trends in social networks [55]. Increasing the scope of use of new information and communication technologies in building knowledge about the market of organic products is a response to the ongoing transformation of physical markets into databases.…”

Section: Concept Type Distinguishing Features and Ways Of Interpretatmentioning

confidence: 99%

The Role of Marketing in Shaping the Development of the Market of Organic Farming Products in Poland

et al. 2020

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The natural environment is one of the areas of sustainable development. The implementation of the goals of sustainable development is associated with the creation of conditions supporting ecological behaviours as well as the greening of consumption. It cannot be ignored that the implementation of behavioural marketing concepts contributed to the development of excessive consumerism, whereas the use of marketing innovations by enterprises with high strategic potential and dominant market position often translated into shortening product life cycles. In this context, there arises a research question concerning the role that marketing has to perform nowadays, and the challenges to its concept, resulting from sustainable development. The paper is based on literature studies and the results of an empirical research that was performed on a sample of 140 entities shaping the offer of organic farming products in Poland. The study included both organic farming entities and entities dealing with the distribution of organic farming products in Poland. The goal of the paper is to show the role of marketing as a multi-paradigmatic concept in shaping the development of the market of organic farming products in Poland. The analysis of the research results aimed at identifying the reasons for introducing organic farming products by distributors into their offer, as well as showing the nature of the relationships between producers and distributors of organic farming products in Poland. The analysis of the research results shows that the relationships between producers and distributors of organic farming products in Poland are perceived by both parties as long-term and based on trust. Special attention is also paid to the hierarchy of factors stimulating the development of sales of organic farming products in Poland. Identification of stimulants for the development of the market of organic farming products indicates the great importance of marketing in this area because the main factors of development of this market are of marketing nature or are inherently related to marketing.

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Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics

Cited by 327 publications

References 83 publications

An Exploratory Approach to the Adoption Process of Bitcoin by Business Executives

An Exploratory Approach to the Adoption Process of Bitcoin by Business Executives

Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism

The Role of Marketing in Shaping the Development of the Market of Organic Farming Products in Poland

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