Recognition of mobile applications within encrypted network traffic holds considerable effects across multiple domains, encompassing network administration, security, and digital marketing. The ...creation of network traffic classifiers capable of adjusting to dynamic and unforeseeable real-world settings presents a tremendous challenge. Presently available datasets exclusively encompass traffic data obtained from a singular network environment, thereby restricting their utility in evaluating the robustness and compatibility of a given model.
In today's digitally connected and globally interconnected corporate world, the assessment of International Corporate Administration in E-commerce is of the utmost importance. To help with the ...evaluation of such a program, this paper summarizes important topics. The evaluation covers a wide range of topics, such as strategies for entering and selecting markets, digital marketing for acquiring customers, logistics and supply chain management, payment, and security systems, customer experience and retention, data analytics for measuring performance, communication across cultures, and continuous learning. When considering an International Business Administration program in E-commerce, prospective students should take these factors into account. This will help them make informed decisions and ensure that they gain the knowledge and skills needed to succeed in the complex world of international e-commerce and make a positive impact on global businesses. So, we proposed a single-valued neutrosophic framework for dealing with uncertain information in the evaluation process. We used multi-criteria decision-making methods named the AHP and WSM methods. The AHP method is used to compute the weights of criteria. The WSM method is used to rank the alternatives. We used 15 criteria and 10 strategies in this study. We performed a sensitivity analysis to show the stability of the results. Keywords: Single Valued Neutrosophic Sets; International Business Administration; E-Commerce; Strategies; AHP Method; WSM Method.
Digital marketing innovation plays an important role in a company’s performance. Since this concept is quite new, there are not many empirical studies on the impact of marketing innovations. The ...purpose of this study is to examine the impact of digital marketing innovation on firm performance, consider the mediation effect of marketing capability on the impact of digital marketing capability on firm performance and explore the potential moderating effect of firm size on the mediation effect. Using KOSPI and KOSDAQ data and a linear moderated mediation estimation, we found that digital marketing innovation on firm performance through marketing capability has significant direct and indirect effects, with indirect effects greater than direct effects. Theoretical and practical implications are also discussed in this article.
In the digital era, businesses are actively integrating advanced technology and innovative marketing strategies to achieve sustained growth. Notably, virtual endorsers play a key role in driving ...enterprises towards digital transformation in the field of digital marketing. Understanding consumer attitudes towards the use of virtual endorsers in digital marketing is especially important for enterprises employing digital tools to realize a sustainable business model. To this end, this research adopts the match-up hypothesis and source credibility model as its theoretical framework, delving into the impact of virtual endorser–product fit and credibility features (attractiveness, expertise, and trustworthiness) on product attitudes, as well as the interactive effects of these features with product types. We collected feedback data from 376 participants through an online questionnaire and validated our hypotheses using the PLS-SEM model. The results demonstrate that virtual endorser–product fit positively affects credibility, with higher credibility further enhancing consumers’ attitudes toward products. Additionally, the source credibility model partially mediates the relationship between the match-up hypothesis and product attitudes, with attractiveness exerting the most significant impact. Finally, we observed variations in consumer attitudes toward products endorsed by virtual endorsers based on product types. The findings of this study provide a solid theoretical basis for a deeper understanding of consumer attitudes towards the application of virtual endorsers in marketing and offer practical suggestions for businesses to leverage digital tools for sustainable development.
This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to ...track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.
This study examined the effect of electronic marketing on business performance through the mediating role of market-orientation in the central branch of Mellat Bank. Statistical society of this study ...consisted of all managers and employees of Mellat Bank in Tehran. According to Krejcie and Morgan Tables, the sample size was 226 and the sampling was done randomly. This descriptive study was correlational and the data collection was done by questionnaire. Likert scale was used to measure the questionnaires. The validity of research tools was approved using a group of experts and and reliability was confirmed using Cronbach's alpha as 0.878 for electronic marketing, 0.812 for business performance and 0.833 for market orientation. Data were analyzed using structural equation modeling. The results suggest that the electronic marketing components (responsiveness, security, and technology) has a significant effect on business performance. However, effect of security in electronic marketing on business performance has been more compared to other factors. Results also show that market orientation moderates the effect of electronic marketing on business performance. (Incremental)
Integrating green approaches and digital marketing strategies for Information and Communication Technologies (ICTs), which reduce environmental risks to desired levels by eliminating emissions and ...pollution, is considered one of the most promising solutions for logistics companies. The study strives to bring a practical and applicable solution to the decision problem involving the selection of indicators for green approaches and digital marketing strategies for ICTs in the logistics sector. An integrated Fermatean Fuzzy Step-wise Weight Assessment Ratio Analysis (FF–SWARA) and Fermatean Fuzzy Complex Proportional Assessment (FF–COPRAS) methodology is applied to evaluate green approaches and digital marketing strategies. Concerning the findings, the foremost criterion is “data management,” whereas the best strategy is “programmatic advertising.” To the best of the authors’ knowledge, there is no other study that both offers a strategy selection for the logistics industry and considers environmental protection, sustainability, digital transformation, energy costs, and social and economic factors. The study is a part of ongoing research on productivity, sustainability, the environment, digitization, recycling and estimating levels of waste reduction, as well as business practices, competitiveness and ensuring employee satisfaction and resource efficiency. Also, it investigates the similarities and dissimilarities in the green approach practices of business in logistics and determines the extent to which these practices could be reflected. It is expected to ensure a roadmap for green approach practices and to support sustainable and ecological awareness efforts for ICTs in the logistics sector. Logistics companies can select an integrated digital strategy based on green informatics that suits them using the decision model employed in this study, which can handle uncertainties effectively. In this regard, the study’s findings, which focus on reaching customers and the most precise target audience in digital applications for businesses, are critical for developing strategy, plan and process.
Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid ...environments. This in-market study focuses on gender differences to investigate different types of visual attention for place-based advertising in a digital marketing context. This study adopts a data-driven scientific approach and demonstrates that gender differences can assess shoppers’ viewing behavior and preference towards different promotional content based on gender schemas. Our results find that gender dynamics are complex. On the one hand, our findings show that female shoppers are more likely to respond to gaze cues and notice place-based advertising if others are also looking at the ad. On the other hand, male shoppers display longer staying and fixation times than females. Although a few detailed results are mixed, in our additional investigation, we found that gender is still a key factor in explaining the initial visual attention to promotional content within place-based advertising.
