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Case Study Application of Business Intelligence in Digital Advertising 商业智能在数字广告中的应用案例研究
Int. J. E Bus. Res. Pub Date : 2022-01-01 DOI: 10.4018/ijebr.293294
Dželila Mehanović, Nermina Durmic
{"title":"Case Study Application of Business Intelligence in Digital Advertising","authors":"Dželila Mehanović, Nermina Durmic","doi":"10.4018/ijebr.293294","DOIUrl":"https://doi.org/10.4018/ijebr.293294","url":null,"abstract":"This paper demonstrates the application of business intelligence in decision-making in digital advertising through a case study. Data used for analysis was collected during a test phase of an advertising platform. The study analyzes multiple types of traffic, related to countries, browsers, household incomes, and days of a week. Beside tabular reports, the paper presents how to visualize those results using Python libraries to make them more visually appealing. Furthermore, logistic regression was used to build models to detect relationships between the number of impressions and clicks. Finally, the authors propose multiple combinations of data that could be used to create different reports that lead to smarter decision-making and cost-effectiveness.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76388474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Determinants of Employees' E-HRM Continuous Intention to Use: The Moderating Role of Computer Self-Efficacy 员工E-HRM持续使用意向的决定因素:计算机自我效能感的调节作用
Int. J. E Bus. Res. Pub Date : 2022-01-01 DOI: 10.4018/ijebr.309393
M. Ayyash, Fadi Herzallah, M. Alkhateeb
{"title":"Determinants of Employees' E-HRM Continuous Intention to Use: The Moderating Role of Computer Self-Efficacy","authors":"M. Ayyash, Fadi Herzallah, M. Alkhateeb","doi":"10.4018/ijebr.309393","DOIUrl":"https://doi.org/10.4018/ijebr.309393","url":null,"abstract":"This work intends to examine the determinants of employees' continuous intention to utilize electronic human resource management (e-HRM) based on the technology continuous theory. Furthermore, it scrutinizes the direct and moderating effect of computer self-efficacy for the continuous intention to utilize e-HRM and how it moulds the direct relationship between perceived usefulness, attitude, and satisfaction. In this study, structural equation modelling (SEM) was used to examine the data obtained from a survey of 159 employees. The findings revealed that perceived usefulness, satisfaction, computer self-efficacy, and attitude had a direct and positive impact on continuous intention to use e-HRM. In addition, computer self-efficacy played a moderating role in the relationship between satisfaction, perceived usefulness, attitude, and the continuous intention to use e-HRM. The findings can be utilized by e-HRM service providers to devise strategies that can strengthen the employee's continuous intention and by scholars to increase, improve, and assess the research concerning e-HRM.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85330369","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising: An Exploratory Simulation Study 赞助搜索广告中关键字分割与预算分配决策的整合:探索性模拟研究
Int. J. E Bus. Res. Pub Date : 2022-01-01 DOI: 10.4018/ijebr.296687
Anteneh Ayanso, D. Visser, R. Yoogalingam, M. Kusý
{"title":"Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising: An Exploratory Simulation Study","authors":"Anteneh Ayanso, D. Visser, R. Yoogalingam, M. Kusý","doi":"10.4018/ijebr.296687","DOIUrl":"https://doi.org/10.4018/ijebr.296687","url":null,"abstract":"Budget constrained sponsored search advertisers must decide how to allocate their advertisement budget across ad campaigns and individual keywords. In this paper, a simulation model that integrates the complex issues involved in keyword segmentation and campaign organization is used to evaluate performance of various budget allocation strategies. Using the buying funnel model as the basis for keyword segmentation and campaign organization, we analyze Volume-based, Cost-based, and Clicks-based budget allocation strategies and evaluate their performance implications for different firms. The simulation model is empirically evaluated using four Fortune 500 companies and their keyword data obtained from a leading provider of keyword research technology. The results and statistical analyses show significant improvements in budget utilization using the proposed allocation strategies over a Baseline commonly used in practice. The study offers useful insights into the budget allocation problem by leveraging a theoretical framework for keyword segmentation and campaign management.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90245484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors 对虚拟品牌社区顾客行为的洞察:个人与社区特征因素的调查
Int. J. E Bus. Res. Pub Date : 2022-01-01 DOI: 10.4018/ijebr.293296
Thi Bich Hanh Tran, Quynh-Anh Nguyen, T. T. Le, Quang Hieu Nguyen, Khanh Son Nguyen, Huy Hung Dinh
{"title":"Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors","authors":"Thi Bich Hanh Tran, Quynh-Anh Nguyen, T. T. Le, Quang Hieu Nguyen, Khanh Son Nguyen, Huy Hung Dinh","doi":"10.4018/ijebr.293296","DOIUrl":"https://doi.org/10.4018/ijebr.293296","url":null,"abstract":"This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand communities in Vietnamese context via a survey. The data show that among the customer’s personal factors, customer ability has the largest impact on customer active behaviors in virtual brand community while customer motivation and opportunity have smaller significant influences on customer behaviors. Regarding the characteristics of virtual brand community, information quality posted in virtual community has the most dramatic effect on customer involvement in active behaviors. System quality is also relevant to customer behaviors, yet virtual interactivity and rewards are unrelated to customer activity involvement. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74382549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Exploring the Antecedents of Social Support on Social Network Sites: A Supplementary Fit Perspective 社交网站上社会支持的前因:补充契合视角
Int. J. E Bus. Res. Pub Date : 2021-10-01 DOI: 10.4018/ijebr.2021100103
J. Gunawan, Y. Liu
{"title":"Exploring the Antecedents of Social Support on Social Network Sites: A Supplementary Fit Perspective","authors":"J. Gunawan, Y. Liu","doi":"10.4018/ijebr.2021100103","DOIUrl":"https://doi.org/10.4018/ijebr.2021100103","url":null,"abstract":"There has been little research to examine the antecedents of social support in the setting of social network sites (SNS). This study uses supplementary fit as an antecedent to explain why people can perceive social support on SNS. The authors collect 550 validated questionnaires from Facebook, Instagram, and PTT. The statistical results reveal the following findings: (1) value-based fit promotes emotional and informational support but not instrumental support; (2) personality-based fit promotes emotional and informational support but not instrumental support. The theoretical contributions are as follows: First, social support was tested as a multi-dimensional factor, which can better identify the types of supports people perceive from SNS. Second, supplementary fit acts as an antecedent to clarify the conditions individuals' perceive as social support, which facilitate a new path for both social support and virtual communities research. Suggestions to facilitate valued-based and personality-based fit on SNS are provided.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84899948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Social Media and E-Commerce at the Global Level: Do ICT Access and ICT Skills Matter? 全球层面的社交媒体和电子商务:信息通信技术获取和信息通信技术技能重要吗?
Int. J. E Bus. Res. Pub Date : 2021-10-01 DOI: 10.4018/ijebr.2021100101
Ibrahim Osman Adam, Muftawu Dzang Alhassan
{"title":"Social Media and E-Commerce at the Global Level: Do ICT Access and ICT Skills Matter?","authors":"Ibrahim Osman Adam, Muftawu Dzang Alhassan","doi":"10.4018/ijebr.2021100101","DOIUrl":"https://doi.org/10.4018/ijebr.2021100101","url":null,"abstract":"The global proliferation of mobile devices coupled with the heightened use of social media has led to increasing levels of social interactions, electronic commerce, and the phenomena of social commerce. Whilst previous information systems literature has sought to examine the benefits and factors that influence e-commerce adoption at both the individual and firm level, studies on e-commerce adoption at the global level have seldom been undertaken. Furthermore, previous studies have failed to examine the mediating role social media use plays in examining the effects of ICT access and ICT skills on e-commerce. Founded on the technology-organization-environment framework, this study seeks to fill this gap by examining the effects of ICT access, ICT skills, and social media use on global e-commerce adoption on one hand and the mediating role of social media use on the other. The study relied on cross-sectional data from 135 countries globally for the year 2016. The data analysis using partial least square structural equation modelling (PLS-SEM) shows that ICT access, ICT skills, and social media use positively influence e-commerce adoption at the global level. Furthermore, social media use plays a significant role in mediating the influence of ICT access and ICT skills on e-commerce adoption. The results of this study provide fresh insights into the global adoption of e-commerce. The authors indicate some implications of the study for policy and practice.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80919576","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Ranking Mobile Wallet Service Providers Using Fuzzy Multi-Criteria Decision-Making Approach 基于模糊多准则决策方法的移动钱包服务提供商排名
Int. J. E Bus. Res. Pub Date : 2021-10-01 DOI: 10.4018/ijebr.2021100102
Ashwarya Kapoor, Rajiv Sindwani, Manisha Goel
{"title":"Ranking Mobile Wallet Service Providers Using Fuzzy Multi-Criteria Decision-Making Approach","authors":"Ashwarya Kapoor, Rajiv Sindwani, Manisha Goel","doi":"10.4018/ijebr.2021100102","DOIUrl":"https://doi.org/10.4018/ijebr.2021100102","url":null,"abstract":"The aim of this paper is to identify key dimensions of mobile wallet (m-wallet) service quality and to prioritize mobile wallet service providers on the basis of these dimensions. Based on extensive literature review and discussion with an expert, six key dimensions of m-wallet service quality, namely convenience, reliability and security, responsiveness, aesthetics, accessibility, and information quality/content, are proposed in this paper. Fuzzy TOPSIS approach is proposed to evaluate and rank mobile wallet alternatives. Four major mobile wallet players from the Indian market are prioritized on the basis of six key service quality dimensions. Examination of the literature indicates that this study is among the first attempts to identify m-wallet service quality dimensions as well as to prioritize mobile wallet alternatives using fuzzy TOPSIS. The findings will be valuable to academicians and practitioners alike. The key dimensions proposed in the paper will enlighten m-wallet service providers about the aspects of services to be focused on. Moreover, the fuzzy TOPSIS technique discussed in this paper will help m-wallet companies to compare them with their competitors. This will help managers to develop strategies to improve their services. On the academic front, the study will extend the knowledge base in the field of self-service technologies.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86258828","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Online Footwear Sales: Drivers and Challenges With a Perspective of Emerging Markets 在线鞋类销售:新兴市场视角下的驱动因素与挑战
Int. J. E Bus. Res. Pub Date : 2021-10-01 DOI: 10.4018/ijebr.2021100105
Mahima Shukla, Richa Misra
{"title":"Online Footwear Sales: Drivers and Challenges With a Perspective of Emerging Markets","authors":"Mahima Shukla, Richa Misra","doi":"10.4018/ijebr.2021100105","DOIUrl":"https://doi.org/10.4018/ijebr.2021100105","url":null,"abstract":"The purpose of the study is to investigate factors that determine consumers' online purchase intention of buying footwear. Footwear, being a high involvement product, is difficult to sell online as people try size to fit before buying, which is more than any other product category. As per the previous studies, the need for touch is the most prominent factor inhibiting customers to buy footwear online. However, with the increasing need for convenience, superior quality digital catalogs, increasing internet density, attractive offers, and interactive features of websites, the mindset of the people is changing, and they are ready to experiment. The structural equation model technique is used to test the hypothesis. As per the results, consumers perceive website attributes and convenience as driving factors in online shopping. Online consumers interact with e-commerce sites through interactive features provided on the websites. The study can help marketers understand consumer online buying behavior, particularly towards footwear.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78413072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Role of Drop Shipping in E-Commerce: The Algerian Case Drop Shipping在电子商务中的作用:阿尔及利亚的案例
Int. J. E Bus. Res. Pub Date : 2021-10-01 DOI: 10.4018/ijebr.2021100104
Menaouer Brahami, Khalissa Semaoune, Mohammed El Amine Belayachi, Amine Benslimane
{"title":"The Role of Drop Shipping in E-Commerce: The Algerian Case","authors":"Menaouer Brahami, Khalissa Semaoune, Mohammed El Amine Belayachi, Amine Benslimane","doi":"10.4018/ijebr.2021100104","DOIUrl":"https://doi.org/10.4018/ijebr.2021100104","url":null,"abstract":"During the recent years, e-commerce has been constantly growing in various industrial sectors. E-commerce has also changed the buying pattern of customers. E-commerce is a concept that has gained enormous popularity in recent decades. There are a multitude of variants and strategies of e-commerce such as drop shipping, which is renowned for its low cost and high efficiency. However, e-commerce is a new technology that is growing rapidly. It has the ability to create a truly global digital economy. In this research paper, the authors study the state of the drop shipping market for e-commerce in Algeria and the possibility to introduce new models by analyzing different aspects that can have a huge impact on the evolution of drop shipping in e-commerce in order to promote economic development in Algeria. To develop a better understanding, an exploratory study via a structured questionnaire intended for the general Algerian public drop shipper market was carried out.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74550376","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Personality Influences Risk Perception in Online Shopping: An Indian Consumer Perspective 个性影响风险感知在网上购物:一个印度消费者的观点
Int. J. E Bus. Res. Pub Date : 2021-07-01 DOI: 10.4018/IJEBR.2021070104
Amit Dangi, Vijay Singh
{"title":"Personality Influences Risk Perception in Online Shopping: An Indian Consumer Perspective","authors":"Amit Dangi, Vijay Singh","doi":"10.4018/IJEBR.2021070104","DOIUrl":"https://doi.org/10.4018/IJEBR.2021070104","url":null,"abstract":"Online shopping is a preferable alternative mode of shopping in the 21st century. The increase in the rate of online shoppers with increasing frequency of shopping pushes e-retailers to look into the buying pattern along with the possible deviations in the buying style of shoppers and developing economies like India has a potential of expansion. The present study checks the influence of personality traits on the risk perception of online shoppers, which restrict them to shop online or is the reason for the online shopping avoidance behavior. For the same, a structured scale is constructed and response is taken from 312 valid respondents and the stepwise regression technique is applied to deduce the inference over the relation of personality traits and risk perception. Openness, neuroticism, conscientiousness and extraversion personality traits show a varying effect over the risk perception in online shopping. Further, the managerial implication for online retailers is also discussed in depth.","PeriodicalId":13628,"journal":{"name":"Int. J. E Bus. Res.","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88918743","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
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