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Digital Marketing Strategy for Competitive Advantage Acquisition Through Neuromarketing in the Logistics Sector

In: Computational and Strategic Business Modelling

Author

Listed:
  • Damianos P. Sakas

    (BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens)

  • Dimitrios P. Reklitis

    (BICTEVAC LABORATORY Business Information and Communication Technologies in Value Chains laboratory, School of Applied Economics and Social Sciences, Agricultural University of Athens)

  • Panagiotis Trivellas

    (Organizational Innovation and Management Systems, School of Applied Economics and Social Sciences, Agricultural University of Athens)

Abstract

How eye tracking and neuromarketing could provide an added value to the digital marketing strategy in the logistics sector? The research attempts to respond to this question by gathering big data from 3 of the biggest 3pl companies in the world. The extracted data were analyzed statistically and incorporated into the creation of an optimization scenario with the assistance of a fuzzy cognitive map. Then, an eye-tracking study was implemented on 16 adults to compare the big data results with motorized consumer decisions based on a given scenario. The finding of the study suggests that logistics websites need to develop their websites with fewer pages in order to be efficient and in order to avoid consumers’ frustration and anger. Finally, further research in different dedicated regions could provide optimization for regional logistics companies.

Suggested Citation

  • Damianos P. Sakas & Dimitrios P. Reklitis & Panagiotis Trivellas, 2024. "Digital Marketing Strategy for Competitive Advantage Acquisition Through Neuromarketing in the Logistics Sector," Springer Proceedings in Business and Economics, in: Damianos P. Sakas & Dimitrios K. Nasiopoulos & Yulia Taratuhina (ed.), Computational and Strategic Business Modelling, pages 95-102, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-41371-1_10
    DOI: 10.1007/978-3-031-41371-1_10
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