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Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development

Author

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  • David Schüller

    (Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejni 2906/4, 61200 Brno, Czech Republic)

  • Karel Doubravský

    (Department of Informatics, Faculty of Business and Management, Brno University of Technology, Kolejni 2906/4, 61200 Brno, Czech Republic)

Abstract

The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.

Suggested Citation

  • David Schüller & Karel Doubravský, 2019. "Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:19:p:5422-:d:272356
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    References listed on IDEAS

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    Cited by:

    1. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    2. Michal Lukáč & Katarína Stachová & Zdenko Stacho & Gabriela Pajtinková Bartáková & Katarína Gubíniová, 2021. "Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    3. Kovalchuk Svitlana & Tsurska Bohdana & Nianko Vitalii & Katkova Tetiana & Baran Rostyslav, 2022. "Prospects of the Marketing Communication Development of Trade Enterprises in Current Conditions," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 44(2), pages 201-208, June.

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