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19. Consumer Behavior in the Digital Age

Author

Saura, Jose Ramon, Reyes-Menendez, Ana, Matos, Nelson, Correia, Marisol B., Pedro R. Palos-Sanchez, and Universidad de Sevilla. Departamento de Economía Financiera y Dirección de Operaciones

Subjects
digital strategies, digital age, lcsh:H1-99, Digital Strategies, consumer behavior, Consumer Behavior, lcsh:Social sciences (General), Digital Age, Digital Business, digital business
Abstract

In recent decades, the Internet, evolving technologies, and social media have led to the evolution of consumer behavior. The changes in customer behavior driven by digital developments provide many opportunities and challenges that businesses also need to deal with online. The better companies know about the behavior of their customers, the easier they can engage with them using strategies such as content marketing, User Experience (UX), influencers marketing, User-Generated Content (UGC), or Electronic Word of Mouth (eWOM). These strategies are essential to get more sales and to develop businesses online, as such strategies increase the engagement with users and influence their behavior. This Special Edition of JOSD focuses on the analysis of consumer behavior in the digital age and, by doing so, contributes to extant knowledge about digital marketing strategies, online consumer behavior, and new digital business models such as mobile applications or shared economy. FCT- Foundation for Science and TechnologyPortuguese Foundation for Science and Technology [UIDB/04020/2020] info:eu-repo/semantics/publishedVersion

Published
2020

29. Discovering UGC communities to drive marketing strategies: leveraging data visualization

Author

Ramon Saura, Jose, Reyes-Menendez, Ana, Pedro R. Palos-Sanchez, Filipe, Ferrao, and Universidad de Sevilla. Departamento de Economía Financiera y Dirección de Operaciones

Subjects
UGC Communities, Marketing Analytics, Data Visualization, Marketing Strategies, lcsh:H1-99, lcsh:Social sciences (General)
Abstract

The digital tourism ecosystem is changing driven by the massive use of new technologies and the increase of data generated by travelers during their trips. In this digital landscape, businesses in the tourism sector are adapting their strategies to take better advantage of new knowledge that can be extracted from the Internet, specifically from social networks. The objective of this research is to define the content strategy in social networks that businesses in the digital tourism sector should follow and to highlight the importance of new data visualization techniques for Marketing and Marketing analytics. To this end, tourist communities of Twitter users have been detected by analyzing the User Generated Content (UGC) and applying algorithms for data visualization on a sample of n = 10.00 tweets from the interactions between the UGC on Twitter and the 25 Top Hotels in the World as designated by TripAdvisor’s Travelers’ Choice Awards. A total of n = 3.158 tweets were analyzed, focusing specifically on comments that had hashtags and interactions with these hotels, with the aim of detecting communities according to the type of content shared, in order to measure the communities’ impact and influence in the digital tourism sector. The results of this research study identify the main topics related to the tourism sector and the most active communities according to their impact, which allows CEOs and managers of tourism companies to refine their marketing strategies for the digital tourism industry.

Published
2019

32. Explorando los factores que afectan al comportamiento de los consumidores en plataformas de live streaming.

Author

ANTOLÍN-PRIETO, Rebeca, REYES-MENENDEZ, Ana, and RUIZ-LACACI, Nuria

Abstract

Copyright of Revista Espacios is the property of Talleres de Impresos Oma and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Published
2021
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41. Identifying key performance indicators for marketing strategies in mobile applications: a systematic literature review

Author

Reyes-Menendez, Ana, Saura, Jose Ramon, and Palos-Sanchez, Pedro

Abstract

In practice marketing can and should play an important role in mobile applications when formulating marketing strategies. The aim of this article is to identify the main KPIs to measure the effect of marketing strategies in mobile applications. To achieve this goal, we carried out a systematic literature review (SLR) on the topic of mobile applications and marketing strategies. The search terms consulted in the databases were KPIs, marketing and mobile applications obtaining a total of n = 1,088 studies. The databases consulted to extract data where Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. The results obtained in this research were the identification, development and analysis of the main quantitative and qualitative KPIs to measure the effect of marketing strategies in mobile applications. Furthermore, we name the main scientific journals developing further studies on this subject, as well as on the most relevant topics within the industry. The results of the research can be used to enhance mobile APP marketing strategy analysis and thus, enhance their development, both in the scientific and the professional sectors.

Published
2020
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42. Are Black Friday Deals Worth It? Mining Twitter Users' Sentiment and Behavior Response.

Author

Ramon Sau, Jose, Reyes-Menendez, Ana, and Palos-Sanchez, Pedro

Subjects
*BEHAVIORAL assessment, *CONSUMER behavior, *USER-generated content, *SENTIMENT analysis, *SOCIAL media in business, *SOCIAL media
Abstract

The Black Friday event has become a global opportunity for marketing and companies' strategies aimed at increasing sales. The present study aims to understand consumer behavior through the analysis of user-generated content (UGC) on social media with respect to the Black Friday 2018 offers published by the 23 largest technology companies in Spain. To this end, we analyzed Twitter-based UGC about companies' offers using a three-step data text mining process. First, a Latent Dirichlet Allocation Model (LDA) was used to divide the sample into topics related to Black Friday. In the next step, sentiment analysis (SA) using Python was carried out to determine the feelings towards the identified topics and offers published by the companies on Twitter. Thirdly and finally, a data-text mining process called textual analysis (TA) was performed to identify insights that could help companies to improve their promotion and marketing strategies as well as to better understand the customer behavior on social media. The results show that consumers had positive perceptions of such topics as exclusive promotions (EP) and smartphones (SM); by contrast, topics such as fraud (FA), insults and noise (IN), and customer support (CS) were negatively perceived by customers. Based on these results, we offer guidelines to practitioners to improve their social media communication. Our results also have theoretical implications that can promote further research in this area. [ABSTRACT FROM AUTHOR]

Published
2019
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