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1 – 10 of over 32000
Article
Publication date: 25 January 2022

Saeid SadighZadeh and Marjan Kaedi

Online businesses require a deep understanding of their customers’ interests to innovate and develop new products and services. Users, on the other hand, rarely express their…

191

Abstract

Purpose

Online businesses require a deep understanding of their customers’ interests to innovate and develop new products and services. Users, on the other hand, rarely express their interests explicitly. The purpose of this study is to predict users’ implicit interest in products of an online store based on their mouse behavior through various product page elements.

Design/methodology/approach

First, user mouse behavior data is collected throughout an online store website. Next, several mouse behavioral features on the product pages elements are extracted and finally, several models are extracted using machine learning techniques to predict a user’s interest in a product.

Findings

The results indicate that focusing on mouse behavior on various page elements improves user preference prediction accuracy compared to other available methods.

Research limitations/implications

User mouse behavior was used to predict consumer preferences in this study, therefore gathering additional data on user demography, personality dimensions and emotions may significantly aid in accurate prediction.

Originality/value

Mouse behavior is the most repeated behavior during Web page browsing through personal computers and laptops. It has been referred to as implicit feedback in some studies and an effective way to ascertain user preference. In these studies, mouse behavior is only assessed throughout the entire Web page, lacking a focus on different page elements. It is assumed that in online stores, user interaction with key elements of a product page, such as an image gallery, user reviews, a description and features and specifications, can be highly informative and aid in determining the user’s interest in that product.

Details

Journal of Systems and Information Technology, vol. 24 no. 2
Type: Research Article
ISSN: 1328-7265

Keywords

Content available
Article
Publication date: 11 April 2022

Zhongyi Hu, Yukun Bao and Wu Jiang

395

Abstract

Details

Journal of Systems and Information Technology, vol. 24 no. 2
Type: Research Article
ISSN: 1328-7265

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 29 January 2018

Kristian Pentus, Kerli Ploom, Andres Kuusik and Tanel Mehine

The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth…

Abstract

Purpose

The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it.

Design/methodology/approach

The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers.

Findings

The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers.

Research limitations/implications

This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment.

Practical implications

The paper includes implications for designing better sales flyers.

Originality/value

To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.

Details

Baltic Journal of Management, vol. 13 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 15 June 2012

Luca Mainetti, Roberto Paiano, Davide Bolchini and Andrea Pandurino

Rich Internet Application (RIA) technologies offer designers the opportunity to experiment with novel interaction grammars, whose implications for conceptual modeling still need…

Abstract

Purpose

Rich Internet Application (RIA) technologies offer designers the opportunity to experiment with novel interaction grammars, whose implications for conceptual modeling still need to be fully understood. An open problem is the ability to characterize the fluid, smooth and organic nature of the user interaction and navigation in ways that allow web engineers to share through a common vocabulary, as well as sketch, explore and specify design decisions in the light of usability requirements and stakeholder's goals. The purpose of this paper is to address this problem.

Design/methodology/approach

To meet this challenge, the authors extend IDM (Interactive Dialogue Model), a dialogue‐based approach focusing on the conceptual dialogue flow with the user, codifying a set of key modeling constructs in order to describe the new dialogue features of RIAs.

Findings

The approach, called Rich‐IDM demonstrated some relevant features: expressiveness to capture interactive features at a high level of abstraction, semi‐formality to facilitate the establishment of a common ground between designers and web engineers, and traceability of the design to important usability requirements.

Research limitations/implications

The paper proposes a simple way to fill the gap between hypermedia design and user experience design for RIAs, which is an open issue, both from the web engineering point of view and the human‐computer interaction point of view.

Practical implications

The authors have described how Rich‐IDM can help designers to capture and cope with some RIA interface flaws. In this case, the benefits of the approach are directly related to the semantics of its primitives.

Originality/value

The authors' proposal is the first, consolidated step of a promising research avenue.

Details

International Journal of Web Information Systems, vol. 8 no. 2
Type: Research Article
ISSN: 1744-0084

Keywords

Article
Publication date: 1 April 1996

David Pollitt

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy;…

12625

Abstract

This special “Anbar Abstracts” issue of the Journal of Product & Brand Management is split into ten sections covering abstracts under the following headings: Marketing strategy; Customer service; Pricing; Promotion; Marketing research; Product management; Channel management; Logistics and distribution; New product development; Purchasing.

Details

Journal of Product & Brand Management, vol. 5 no. 4
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 1 August 1993

As with post‐World War II economic policies, boom or bust are terms which can be applied to the birth rate. For those of us who are baby boomers, used to our place in the…

Abstract

As with post‐World War II economic policies, boom or bust are terms which can be applied to the birth rate. For those of us who are baby boomers, used to our place in the demographic spotlight as a focus for endless “what do young people want?” media features, the realization that marketing attention is switching to a new baby bust generation comes as something of a shock. After record births between 1946 and 1964, the rate decreased dramatically between the years 1965 and 1980. This new generation is entering the workforce en masse (albeit a smaller mass than in previous years) about now. Their new‐found spending power is having an impact in consumer markets causing marketers to ask the question “what do young people want?” and causing baby boomers everywhere to realize that, once again, a generation gap has opened up.

Details

Marketing Intelligence & Planning, vol. 11 no. 8
Type: Research Article
ISSN: 0263-4503

Book part
Publication date: 13 November 2017

Robert Kozielski, Grzegorz Mazurek, Anna Miotk and Artur Maciorowski

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently…

Abstract

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,1 is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Details

Mastering Market Analytics
Type: Book
ISBN: 978-1-78714-835-2

Keywords

Article
Publication date: 1 May 1993

The use of competitor analysis is a rapidly growing area of business activity, especially among major corporations, across the world. The old military stratagem “know your enemy;…

1515

Abstract

The use of competitor analysis is a rapidly growing area of business activity, especially among major corporations, across the world. The old military stratagem “know your enemy; through knowing your enemy you can beat him/her”, has found new life in the contemporary business environment. Surveys carried out in Europe and the USA in 1989 found that two‐thirds of competitor analysis departments were less than three years old. Competitor analysis is becoming increasingly seen as a key component in strategy formulation, in particular, in forming marketing strategy.

Details

Marketing Intelligence & Planning, vol. 11 no. 5
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 1 March 1995

Martin Fojt

This special “Anbar Abstracts” issue of Industrial Management & Data Systems is split into six sections covering abstracts under the following headings: Manufacturing strategy and…

Abstract

This special “Anbar Abstracts” issue of Industrial Management & Data Systems is split into six sections covering abstracts under the following headings: Manufacturing strategy and production; Business process management ; Research and development; Industrial design; Quality management; Information systems.

Details

Industrial Management & Data Systems, vol. 95 no. 3
Type: Research Article
ISSN: 0263-5577

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