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Analyzing ecology of Internet marketing in small- and medium-sized enterprises (SMEs) with unsupervised-learning algorithm

Author

Listed:
  • Hon Keung Yau

    (City University of Hong Kong)

  • Ho Yi Horace Tang

    (City University of Hong Kong)

Abstract

Internet marketing is a business imperative due to the irrevocable and unstoppable trend of Internet. In this paper, we propose the methodology of unsupervised learning algorithm to apply on the survey data of Internet marketing. Hidden relationships among critical factors in the model are examined using PC-algorithm. To analyze the ecology of Internet marketing in small-and-medium enterprises, similar commercial organizations are grouped into segments by K-means clustering for studying their characteristics. The last methodology is to perform two levels of clustering using self-organizing map and K-means algorithm to save computational cost for massive data instances. The analytical result describes the overview of the Internet usage under stiff-competition business environment which is beneficial to management level to make a more appropriate decision to upload the existing marketing activities online.

Suggested Citation

  • Hon Keung Yau & Ho Yi Horace Tang, 2018. "Analyzing ecology of Internet marketing in small- and medium-sized enterprises (SMEs) with unsupervised-learning algorithm," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(2), pages 53-61, June.
    • Handle: RePEc:pal:jmarka:v:6:y:2018:i:2:d:10.1057_s41270-018-0030-1
    DOI: 10.1057/s41270-018-0030-1
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Mathews, Shane & Bianchi, Constanza & Perks, Keith J. & Healy, Marilyn & Wickramasekera, Rumintha, 2016. "Internet marketing capabilities and international market growth," International Business Review, Elsevier, vol. 25(4), pages 820-830.
    3. Fawad Khan & Kamran Siddiqui, 2013. "The Importance Of Digital Marketing. An Exploratory Study To Find The Perception And Effectiveness Of Digital Marketing Amongst The Marketing Professionals In Pakistan," Romanian Economic Business Review, Romanian-American University, vol. 7(2), pages 221-228, December.
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