Business Data Analytic and Digital Marketing: Business Strategies in the Era of COVID-19

2022 7th International Conference on Data Science and Machine Learning Applications (CDMA) Pub Date : 2022-03-01 DOI:10.1109/CDMA54072.2022.00008

Syed Abdul Rehman Khan, Muhammad Umar, M. Tanveer, Zhang Yu, L. Janjua

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引用次数: 5

Abstract

The Covid-19 pandemic has been assumed as a global pandemic as it caused disruption in all fields of life. The supply chain of manufacturing firms are also adversely affected by this pandemic. Keeping this in view, the current study is conducted to analyze the role of business data analytics (BDA) and digital marketing in improving Chinese firm performance during Covid-19. In this study, cross-sectional data was collected through questionnaire, and CB-SEM was employed to test hypotheses. The results indicate that BDA adoption helps firms move towards digital marketing and improve the firm's performance by effectively analyzing information, predicting behavioral model, and enhancing product delivery services. This article concluded that firms with well-developed technological infrastructure were least effected through Covid-19 pandemic. The current study recommends adopting BDA in firms as it helps firms respond to risky scenarios and enhances their resilience during uncertainty.

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商业数据分析与数字营销:新冠肺炎时代的商业战略

新型冠状病毒感染症(Covid-19)疫情对生活的各个领域造成了影响，因此被认为是全球性大流行。制造企业的供应链也受到这次大流行的不利影响。鉴于此，本研究旨在分析商业数据分析(BDA)和数字营销在Covid-19期间改善中国企业绩效方面的作用。本研究采用问卷调查的方式收集横断面数据，并采用CB-SEM对假设进行检验。结果表明，采用BDA有助于企业走向数字化营销，并通过有效地分析信息、预测行为模型和提高产品交付服务来提高企业绩效。本文的结论是，技术基础设施发达的企业在Covid-19大流行中受到的影响最小。目前的研究建议在公司中采用BDA，因为它有助于公司应对风险情景，并增强其在不确定性中的弹性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2022 7th International Conference on Data Science and Machine Learning Applications (CDMA)

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