The role of marketing analytics in the ethical consumption of online consumers

IF 3.6 4区管理学 Q2 MANAGEMENT

Total Quality Management & Business Excellence Pub Date : 2022-11-01 DOI:10.1080/14783363.2022.2139676

Varun Nayyar

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引用次数: 1

Abstract

Modern marketing requires a dynamic shift from traditional to digital worlds where technology with data handling significantly needs marketing analytics effectiveness with a customised approach, leading to ethical online consumption for consumers. This current study validated the model developed from the contributions of Davis et al. (2021) and Grewal et al. (2020) by focusing on the effectiveness of marketing analytics. Data was collected from 435 respondents who were either business heads or employees working at a managerial level through a well-drafted questionnaire. Hair et al. (2017) incitation on PLS-SEM robust measuring standards helped in model validation through internal consistency, validity, reliability, multicollinearity, nonlinearity, effect size, HTMT, R2 and finally model fitness. The empirical prediction of this research gives a clear signal to corporate to redesign their present online marketing models by using marketing analytics and then critically analysing the role of consumer privacy, artificial intelligence, and marketing mix while promoting their products or services through web or mobile apps. Finally, to what extent marketing analyses can help in generating a user-friendly interface for online consumers by capturing their personality traits with a cognitive mindset is still critical to understand and may encourage future work.

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营销分析在网络消费者道德消费中的作用

现代营销需要从传统世界到数字世界的动态转变，其中数据处理技术需要通过定制方法有效地进行营销分析，从而为消费者带来道德的在线消费。目前的研究通过关注营销分析的有效性，验证了从Davis等人(2021)和Grewal等人(2020)的贡献中发展出来的模型。通过一份精心起草的问卷，从435名受访者中收集了数据，这些受访者要么是企业负责人，要么是在管理层工作的员工。Hair et al.(2017)对PLS-SEM稳健测量标准的激励通过内部一致性、效度、信度、多重共线性、非线性、效应大小、HTMT、R2以及最后的模型适应度来帮助模型验证。本研究的实证预测给企业提供了一个明确的信号，通过营销分析重新设计他们目前的在线营销模式，然后批判性地分析消费者隐私、人工智能和营销组合的作用，同时通过网络或移动应用程序推广他们的产品或服务。最后，市场营销分析在多大程度上可以通过认知思维捕捉消费者的个性特征，从而为在线消费者创造一个用户友好的界面，这仍然是理解和鼓励未来工作的关键。

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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来源期刊

Total Quality Management & Business Excellence MANAGEMENT-

CiteScore

8.90

自引率

12.80%

发文量

期刊介绍： Total Quality Management & Business Excellence is an international journal which sets out to stimulate thought and research in all aspects of total quality management and to provide a natural forum for discussion and dissemination of research results. The journal is designed to encourage interest in all matters relating to total quality management and is intended to appeal to both the academic and professional community working in this area. Total Quality Management & Business Excellence is the culture of an organization committed to customer satisfaction through continuous improvement. This culture varies both from one country to another and between different industries, but has certain essential principles which can be implemented to secure greater market share, increased profits and reduced costs. The journal provides up-to-date research, consultancy work and case studies right across the whole field including quality culture, quality strategy, quality systems, tools and techniques of total quality management and the implementation in both the manufacturing and service sectors. No topics relating to total quality management are excluded from consideration in order to develop business excellence.