Performance of Social Media Marketing Communications of Industrial Companies

Izakova, Natalya; Kapustina, Larisa; Drevalev, Andrei

doi:10.1051/shsconf/20219303027

Cited by 4 publications

(2 citation statements)

References 10 publications

(8 reference statements)

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“…In the industrial market, some studies put forward the method of evaluating the marketing performance of industrial enterprises through correlation analysis, optimizing the communication efficiency by using digital marketing, and increasing the sales opportunities in the industrial market through statistical analysis of data [5].…”

Section: Introductionmentioning

confidence: 99%

Accurate Digital Marketing Communication Based on Intelligent Data Analysis

2022

Scientific Programming

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In digital marketing, the core advantages of scientific and technological means such as artificial intelligence and big data analysis gradually appear and pay attention to them. This paper studies the accuracy of digital marketing and proposes an intelligent algorithm based on data analysis, which improves the effect of marketing communication. Through the combination of intelligent algorithms and big data analysis, the data are convincing. Through the comparison and improvement of intelligent algorithm logistic regression and XGBoost, this paper puts forward an improved algorithm of XGBoost based on Bayesian optimization parameters, which can improve the efficiency of digital marketing communication and enhance the social influence of digital marketing.

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Section: Introductionmentioning

confidence: 99%

Accurate Digital Marketing Communication Based on Intelligent Data Analysis

2022

Scientific Programming

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“…The main areas of work and services in the field of digital marketing of fuel and energy companies Source: compiled by the author based on(Bilkova, 2021;Dwivedi et al, 2021;Izakova et al, 2021;Iovino and Migliaccio, 2020).…”

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confidence: 99%

Analysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine)

2023

QAS

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The purpose of the study is to identify trends in the development of digital marketing among companies of the global fuel and energy complex in the current market economy. The article uses methods of analysis and synthesis in determining the characteristics of the implementation of digital marketing. The economic-statistical method was used to analyze the volume of global energy companies' expenditures on digital marketing technologies and to determine the level of their market capitalization of shares. The monographic method was used for a comprehensive and in-depth study of digital advertising activities, and causal links between the implementation of such an advertising campaign and the overall performance of companies. The abstract-logical method was used to generalize and form conclusions. The essence and importance of digital marketing in the promotion of energy brands, taking into account the results of scientific research and practice of global energy companies. Determined the key promising trends in the development of digital marketing in the fuel and energy complex. Investigated the dynamics of the volume of costs for marketing digital technologies and investigated the dynamics of the value of market capitalization of energy companies in the world. An econometric regression model was developed to quantify the impact of the costs of marketing digital technologies on the market value of shares of energy companies around the world. It was found that an increase of 1 bln.$ in the cost of marketing digital technologies increases the value of the market capitalization of energy companies' shares by an average of 14270.84 bln.$.

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The relationship of marketing communication and customer behaviour in the online store industry

Grąbczewska

2021

cxy

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Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental. Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour. Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods. Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

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Performance of Social Media Marketing Communications of Industrial Companies

Cited by 4 publications

References 10 publications

Accurate Digital Marketing Communication Based on Intelligent Data Analysis

Accurate Digital Marketing Communication Based on Intelligent Data Analysis

Analysis of digital marketing trends in 2022-2023 of the global fuel and energy complex (experience for Ukraine)

The relationship of marketing communication and customer behaviour in the online store industry

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