The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00010849" target="_blank" >RIV/47813059:19520/17:00010849 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The Impact of Advertising on Company KPIs and Customer Behavior in MAREA Simulation Model
Original language description
The goal of the paper is to study the impact of advertising on retail company key performance indicators (KPIs) and customer behavior in MAREA simulation model. The subject of the presented research are simulation experiments in MAREA software framework. The simulation model incorporates trading company dealing with retailing of computer cables. We base the simulations on two scenarios. In the first scenario, company does not use advertising at all during the observed period. In the second scenario, company uses advertising regularly during the simulation. In each scenario, simulation is 365 days long. The first scenario will serve as a basic one. We will use it to compare the effect of advertising on company KPIs and customers' behavior in the second scenario. Based on the simulation setup we determine and evaluate several hypotheses. In the paper, we firstly present a brief related works section from multi-agent simulation and marketing research domains. Secondly, we describe MAREA s imulation framework and simulation setup. Finally, we present and discuss the impact of advertising and some implications.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Decision making for Small and Medium-sized Enterprises
ISBN
978-80-7510-243-0
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
231-239
Publisher name
SU OPF Karviná
Place of publication
Karviná
Event location
Ostrava
Event date
May 4, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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