IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2017i1p204-209.html

Specific Applications of Weather-Based Marketing

Author

Listed:
  • Evgeniya Tonkova

    (University of Economics - Varna)

Abstract

The rapid penetration of new technologies in business and using them largely by consumers is a prerequisite for designing new applications for the purposes of marketing. Binding marketing decisions with big data is already a necessity which provides purposefulness, accuracy and speed of processes and tools. The interdependences between weather and the users that are surveyed and registered on the offline market are considered even more significant in designing the online set of marketing tools. The positive effects of applying weather-based marketing will generate extra interest in implementing and designing innovative applications. It is expected that a step forward will be made by the high-tech companies and those which update their marketing more actively. The article reviews current applications of weather-based marketing, the response to changes in weather and the possibilities for integrating the decisions for off- and online markets. The results of the research of weather-based marketing in Bulgaria will help to explain its condition at the moment and the opportunities for enlarging its scope in the future.

Suggested Citation

  • Evgeniya Tonkova, 2017. "Specific Applications of Weather-Based Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 204-209, October.
    • Handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:204-209
    as

    Download full text from publisher

    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_108.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Martha Starr-McCluer, 2000. "The effects of weather on retail sales," Finance and Economics Discussion Series 2000-08, Board of Governors of the Federal Reserve System (U.S.).
    2. Murray, Kyle B. & Di Muro, Fabrizio & Finn, Adam & Popkowski Leszczyc, Peter, 2010. "The effect of weather on consumer spending," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 512-520.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Dobromir Stoyanov, 2021. "The role of vending channels in marketing: A systematic review and taxonomy of studies," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 654-679, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anna Pauliina Sandqvist & Boriss Siliverstovs, 2021. "Is it good to be bad or bad to be good? Assessing the aggregate impact of abnormal weather on consumer spending," Empirical Economics, Springer, vol. 61(6), pages 3059-3085, December.
    2. Jean-Louis Bertrand & Xavier Brusset, 2018. "Managing the financial consequences of weather variability," Journal of Asset Management, Palgrave Macmillan, vol. 19(5), pages 301-315, September.
    3. Bertrand, Jean-Louis & Brusset, Xavier & Fortin, Maxime, 2015. "Assessing and hedging the cost of unseasonal weather: Case of the apparel sector," European Journal of Operational Research, Elsevier, vol. 244(1), pages 261-276.
    4. Bertrand, Jean-Louis & Brusset, Xavier & Chabot, Miia, 2021. "Protecting franchise chains against weather risk: A design science approach," Journal of Business Research, Elsevier, vol. 125(C), pages 187-200.
    5. Barbera, Michael & Northey, Gavin & Septianto, Felix & Spanjaard, Daniela, 2018. "Those prices are HOT! How temperature-related visual cues anchor expectations of price and value," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 178-181.
    6. Michael Donadelli & Marcus Jüppner & Antonio Paradiso & Christian Schlag, 2019. "Temperature Volatility Risk," Working Papers 2019:05, Department of Economics, University of Venice "Ca' Foscari".
    7. Verstraete, Gylian & Aghezzaf, El-Houssaine & Desmet, Bram, 2019. "A data-driven framework for predicting weather impact on high-volume low-margin retail products," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 169-177.
    8. Badorf, Florian & Hoberg, Kai, 2020. "The impact of daily weather on retail sales: An empirical study in brick-and-mortar stores," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Michael Donadelli & Marcus Jüppner & Antonio Paradiso & Christian Schlag, 2021. "Computing Macro-Effects and Welfare Costs of Temperature Volatility: A Structural Approach," Computational Economics, Springer;Society for Computational Economics, vol. 58(2), pages 347-394, August.
    10. Catalina Sandoval-Alvarado & Mónica Rodríguez-Zúñiga, 2025. "Consumer Spending During Extreme Hydrometeorological Events in Costa Rica," Documentos de Trabajo 2506, Banco Central de Costa Rica.
    11. Bradlow, Eric T. & Gangwar, Manish & Kopalle, Praveen & Voleti, Sudhir, 2017. "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 79-95.
    12. Nicholas Apergis & Alexandros Gabrielsen & Lee Smales, 2016. "(Unusual) weather and stock returns—I am not in the mood for mood: further evidence from international markets," Financial Markets and Portfolio Management, Springer;Swiss Society for Financial Market Research, vol. 30(1), pages 63-94, February.
    13. Bortolan, Leonardo & Dey, Atreya & Taschini, Luca, 2024. "Volatile temperatures and their effects on equity returns and firm performance," LSE Research Online Documents on Economics 128521, London School of Economics and Political Science, LSE Library.
    14. Khandokar Istiak, 2023. "Psychological factors of Canadian and Mexican tourists and the US tourism sector," Tourism Economics, , vol. 29(5), pages 1328-1354, August.
    15. Stefan Lamp, 2023. "Sunspots That Matter: The Effect of Weather on Solar Technology Adoption," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 84(4), pages 1179-1219, April.
    16. Li, Junlong & Li, Xuhong & Chen, Dawei & Godding, Lucy, 2018. "Assessment of metro ridership fluctuation caused by weather conditions in Asian context: Using archived weather and ridership data in Nanjing," Journal of Transport Geography, Elsevier, vol. 66(C), pages 356-368.
    17. Juan Rincon-Patino & Emmanuel Lasso & Juan Carlos Corrales, 2018. "Estimating Avocado Sales Using Machine Learning Algorithms and Weather Data," Sustainability, MDPI, vol. 10(10), pages 1-12, September.
    18. Ming, Yaxin & Deng, Huixin & Wu, Xiaoyue, 2022. "The negative effect of air pollution on people's pro-environmental behavior," Journal of Business Research, Elsevier, vol. 142(C), pages 72-87.
    19. Apergis, Nicholas & Gupta, Rangan, 2017. "Can (unusual) weather conditions in New York predict South African stock returns?," Research in International Business and Finance, Elsevier, vol. 41(C), pages 377-386.
    20. Reynolds-McIlnay, Ryann & Morrin, Maureen & Nordfält, Jens, 2017. "How Product–Environment Brightness Contrast and Product Disarray Impact Consumer Choice in Retail Environments," Journal of Retailing, Elsevier, vol. 93(3), pages 266-282.

    More about this item

    Keywords

    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2017:i:1:p:204-209. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.