The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating websites and social media big data? The authors of this research utilize web analytics and big data to build an innovative methodology in an effort to address this issue. After the data collection, statistical analysis was implemented, followed by a fuzzy cognitive map and an agent-based simulation model in order to illustrate the usage of social media and user experience in multichannel marketing. The findings suggest that, in contrast to the websites of other industries, such as logistics, where customers want to finish their inquiries as quickly as possible and leave the webpage, it is advantageous for tourism websites to keep customers’ attention moreon their website in order to increasevisibility. Additionally, the research further highlights the importance of personalization and user-engagement content to e-WOM, suggesting to tourism businesses to encourage posts made by customers and employees.
Crises are always challenging for banking systems. In the case of COVID-19, centralized payment networks and FinTech companies’ websites have been affected by user behavior globally. As a result, there is ample opportunity for marketing managers and professionals to focus on big data from FinTech websites. This can contribute to a better understanding of the variables impacting their brand name and how to manage risk during crisis periods. This research is divided into three stages. The first stage presents the web analytics and the data retrieved from the FinTech platforms. The second stage illustrates the statistical analysis and the fuzzy cognitive mapping (FCM) performed. In the final stage, an agent-based model is outlined in order to simulate and forecast a company’s brand name visibility and user behavior. The results of this study suggest that, during crises, centralized payment networks (CPNs) and FinTech companies with high organic traffic tend to convert new visitors to actual “customers”.
New Product Development (NPD) in the high-tech sector is a rapid paced concept that requires constant efforts and great market awareness. Pricing has received little attention from companies, even if systematic pricing monitoring may lead to serious conclusions regarding the proper allocation of resources and the segmentation of the marketplace. The purpose of the present study is to develop the concept of pricing strategies simulation modelling for the development of new high-tech products. The Pricing Simulation Model successfully represents the process that companies should carefully consider so as to employ the optimal pricing strategy.
The explosion of e-commerce creates new opportunities for courier companies to thrive, making the industry one of the success stories, due to its sustainability and resilience during the pandemic. As customers become more familiar with COVID-19, they adopt new online purchasing behaviors toward branding preferences. The purpose of this paper is to analyze the impact of risk familiarization on courier companies’ digital branding. This paper investigates the application of the psychometric paradigm by Fischhoff ho suggested risk novelty as a key factor for the level of risk perception. Five big companies with global trading activities were selected and analyzed on a three-period time: the year before, the first year, and the second year of the COVID-19 pandemic, by using passive crowdsourcing data. The results indicate that after the first year of the pandemic, online customers’ risk perception of COVID-19 hazards decreased, and consumers returned to their pre-COVID-19 behavior regarding brand preference. However, the dramatic escalation of new infections caused by new COVID-19 mutations reversed their online purchasing attitude from non-branded to branded preferences. The outcomes of the research can be used by scientists and supply chain risk managers to redefine risk mitigation strategies, COVID-related information marketing strategies and innovation investments within the industry. The research further introduces dynamic simulation modeling to be used as a risk management tool in favor of courier companies’ proper resource allocation and digital optimization.
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