Behavioral Data Analysis in Emotional Intelligence of Social Network Consumers (Published)
Emotional intelligence is both characteristic of personality and intellectual capacity, which a person inherits from the genetic material of its parents and evolves – develops throughout lifetime. It refers to information processing capacity arising from the emotions and their utility to guide action in situations that require activation of the cognitive system. The purpose of the present research work is the application of Machine Learning and Data Mining methods for the evaluation of emotional IQ in a sample of students and social network consumers (age 18-26 years). Understanding how users behave when they connect to social networking sites creates opportunities for better interface design, richer studies of social interactions, and improved design of content distribution systems. The data were collected by completion of the self-report questionnaire Trait Emotional Intelligence (TEIQue) and used for the application of data mining methods. Then the collected data were selected for analysis, with relevant transformations in order to have a suitable form for the implementation of the respective machine learning algorithms included in the software package R. Furthermore, the parameters of the corresponding set of algorithms were determined depending on the case of application to produce inference rules. Some of the algorithms implemented according to specific research questions that were applied, were the classification algorithms (ID3 and J48) for the production of decision trees, regarding the four more general factors (welfare, self-control, emotionality and sociability) and in overall emotional intelligence. The results obtained, after weighing and criteria basis, present consumers’ rates, which in turn analyze the degree of emotional intelligence.
Keywords: Consumers, Data mining, Emotional Intelligence, Marketing, Social Networks, behavioral data
Digital Marketing Services Enhance Business Performance Goals by Promoting Products and Services to Consumers: A Digital Approach (Published)
The study focus on determining the effect of Digital Essentials tools for promoting products and services to enhance business performance. The digital marketing SMART objectives benchmarked against the existing competitors to ensure effectiveness for achieving the organizational goals. Digital marketing mix utilises marketing techniques, lead generation, social media and website optimization. Digital essentials include targeting and cost effectiveness to promote the product to the needy people at the proper time. Facebook page and QR codes have more influence on the consumer’s behavior as a marketing tool. Content plays very important role for website in attracting potential customers in near future and Flow content is very useful for acquisition and amplification. There are many issues related to online purchase, but the most important concerns of the buyers/customers are: cancellation and refund. Therefore, an organization takes special interest in sorting out such issues. In conclusion the digital essential tools effect business p and promote products and services.
Keywords: Consumers, Digital Marketing, Products, services and business.
Determinants of Brand Loyalty among Consumers’ in the Mobile Telecommunication Industry in the Faculty of Management Sciences, Akwa Ibom State University, Nigeria (Published)
The main objective of this study was to examine the determinants of brand loyalty among mobile telecommunication consumers in the Faculty of Management Sciences, Akwa Ibom State University. The survey research design was adopted for the study. The primary data were obtained through questionnaire administered to 175 respondents using simple random sampling technique and a total of 145 copies of questionnaire were retrieved for data analysis. Four hypotheses were formulated and tested at 0.05 level of significance and the data for the study were analyzed using tables, frequency, percentage and Pearson Correlation.The findings of the study revealed that service quality, price, promotion, and network coverage have significant relationship with brand loyalty among subscribers of mobile telecommunication service. Based on this,it was recommended among others that mobile telecommunication service providers should ensure continuous improvement on service quality to attract subscribers’ interest to their network.
Keywords: Consumers, Price, Service Quality, brand loyalty, mobile telecommunication service providers., network coverage
Factors Influencing consumers buying behaviour within the Clothing Industry (Published)
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The paper aims at exploring the sociological factors influencing consumers purchasing behaviour in the clothing industry. This study deployed a qualitative approach to exploring key factors influencing consumers purchasing behaviour. More specifically, the study adopted semi-structured interviews with 16 employees of TR COUTURE. The finding revealed that age, quality, income and fund shapes consumers purchasing behaviour. The implication of this finding is that marketers should constantly study the behavioural patterns of their clients before making plans to buy goods or services sold to consumers as factors explored in this study indicate that they strongly shapes consumers buying pattern.
Keywords: Buying bahviour, Consumers, Sociological factors, clothing industry
Impact of Celebrity Endorsement on Consumers Buying Behavior (Published)
This research is conducted on “impact of celebrity endorsement on consumer’s buying behavior”; this behavior judges the purchase intention of consumers in the field of cosmetics, this research only focuses on the buying intention of the female segment. Celebrity endorsement is made up of four main pillars that are credibility, attractiveness, product matchup and lastly meaning transfer. All these four elements combine to make up celebrity endorsement. The findings of this research report shows that the element of credibility (which is composed of expertise and trustworthiness) of the celebrity positively affects consumers intention to purchase cosmetics. Celebrities also transfer meanings to the product that positively influences consumer’s intention to buy cosmetics. This meaning transferred indicates that consumers start accepting that celebrity endorsed cosmetics makes them feel classy and glamorous and also perceive such cosmetics as a symbol of status. This research also shows that people get more attracted towards celebrity endorsed advertisements than the ones that doesn’t have celebrities into them which ultimately leads them to recall the products (cosmetics) much easier because celebrities appeared into those advertisements.
Keywords: Buying Behavior, Celebrity endorsement, Consumers, Purchase Intention