NIKOLAEV, Dmitrii. THE INFLUENCE OF IOT DATA INPUT ON B2B MARKETING EFFECTIVENESS UNDER THE PRISM OF INTERNAL TEAMS’ CONTRIBUTION TOWARDS LOYALTY AND SATISFACTION. 2023. ISBN 978-609-476-333-5. Available from: https://dx.doi.org/10.3846/bm.2023.978.
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Basic information
Original name THE INFLUENCE OF IOT DATA INPUT ON B2B MARKETING EFFECTIVENESS UNDER THE PRISM OF INTERNAL TEAMS’ CONTRIBUTION TOWARDS LOYALTY AND SATISFACTION
Authors NIKOLAEV, Dmitrii.
Edition 2023.
Other information
Type of outcome Proceedings paper
Confidentiality degree is not subject to a state or trade secret
ISBN 978-609-476-333-5
ISSN 2029-4441
Doi http://dx.doi.org/10.3846/bm.2023.978
Keywords in English Internet of Things, marketing effectiveness, B2B marketing, data-driven approach, retention
Tags International impact, Reviewed
Changed by Changed by: Dmitrii Nikolaev, učo 525690. Changed: 11/2/2024 21:49.
Abstract
Nowadays the data-driven approach has become a leading initiative in the context of digital transformations based on the widespread adoption of Internet of Things (IoT). The aim of the research is to estimate the impact of the IoT-related data inputs on the marketing effectiveness within the business-to-business (B2B) environment under the prism of internally involved teams on the way to customer loyalty and satisfaction. The research outcomes highlight the opportunity for maximisation of marketing effectiveness by improving the quality of the acquired lead proceeding towards customer retention. The sample data represents responses from 541 customers of the leading digital platform in Europe within the last two years. The study employs confirmatory factor analysis (CFA) and exploratory factor analysis (EFA). A Structural Equation Modelling (SEM) model connects the constructs to the outcome variable.
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