How to cite this paper
Adwan, A., Kokash, H., Adwan, R & Khattak, A. (2023). Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy.International Journal of Data and Network Science, 7(2), 563-574.
Refrences
Ajah, I. A., & Nweke, H. F. (2019). Big data and business analytics: trends, platforms, success factors and applications. Big Data and Cognitive Computing, 3(2).
Aljukhadar, M., Bériault Poirier, A., & Senecal, S. (2020). Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework. Journal of Research in Interactive Marketing, 14(3), 285-303. 10.1108/JRIM-10-2018-0136
Anwyl-Irvine, A., Dalmaijer, E. S., Hodges, N., & Evershed, J. K. (2021). Realistic precision and accuracy of online experiment platforms, web browsers, and devices. Behavior Research Methods, 53(4), 1407-1425. 10.3758/s13428-020-01501-5
Berman, B. (2020). Paths to purchase: the seven steps of customer purchase journey mapping. Rutgers Business Review, 5(1), 84-100. https://ssrn.com/abstract=3660155
Bhatt, P. (2021). Role of AI in improving CRM, Sales and Customer Experience Pandit Deendayal Petroleum University Gandhinagar]. Gandhinagar. http://ir.pdpu.ac.in:8080/xmlui/handle/123456789/366
Chung, A. D. (2019). A test of the hierarchy of advertising effects via a panel data set on email advertising The University of Texas at Austin]. Austin.
Crittenden, W. F., Biel, I. K., & Lovely, W. A. (2018). Embracing digitalization: Student learning and new technologies. Journal of Marketing Education, 41(1), 5-14. https://doi.org/10.1177/0273475318820895
Das, S. (2022). Reaching consumers with effective email marketing strategy Karelia University of Applied Sciences]. Karelia.
Du, R. Y., Netzer, O., Schweidel, D. A., & Mitra, D. (2021). Capturing marketing information to fuel growth. Journal of Marketing, 85(1), 163-183. https://doi.org/10.1177/0022242920969198
Even, A. (2019). Analytics: Turning data into management gold. Applied Marketing Analytics, 4(4), 330-341. https://www.ingentaconnect.com/content/hsp/ama/2019/00000004/00000004/art00007
Fatma, M., & Khan, I. (2023). Corporate social responsibility and brand advocacy among consumers: The mediating role of brand trust. Sustainability, 15(3).
Fayyaz, Z., Ebrahimian, M., Nawara, D., Ibrahim, A., & Kashef, R. (2020). Recommendation Systems: Algorithms, Challenges, Metrics, and Business Opportunities. Applied Sciences, 10(21).
Fu, Y., Lomas, E., & Inskip, C. (2021). Library log analysis and its implications for studying online information seeking behavior of cultural groups. The Journal of Academic Librarianship, 47(5), 102421. https://doi.org/10.1016/j.acalib.2021.102421
Ghahremani-Nahr, J., & Nozari, H. (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1), 1-6. https://doi.org/10.52547/ijime.1.1.1
Gkikas, D. C., Tzafilkou, K., Theodoridis, P. K., Garmpis, A., & Gkikas, M. C. (2022). How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook. International Journal of Information Management Data Insights, 2(1), 100067. https://doi.org/10.1016/j.jjimei.2022.100067
Goic, M., Rojas, A., & Saavedra, I. (2021). The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments. Journal of Interactive Marketing, 55(1), 118-145. https://doi.org/10.1016/j.intmar.2021.02.002
Hair, J. F., Ye, Y., Zhang, N., Li, X., & Jiang, J. (2017). Causal impact of intergroup contact on prejudice: Evidence from a five-year longitudinal study. Social Science Research, 63, 221-239. https://doi.org/10.1016/j.ssresearch.2016.10.016
Huidobro, A., Monroy, R., Godoy, M. A., & Cervantes, B. (2022). A contrast-pattern characterization of web site visitors in terms of conversions. In S. Hosseini, D. H. Peluffo, J. Nganji, & A. Arrona-Palacios (Eds.), Technology-Enabled Innovations in Education (pp. 31-51). Springer Nature Singapore. https://doi.org/10.1007/978-981-19-3383-7_3
Johnson, D. S., Muzellec, L., Sihi, D., & Zahay, D. (2019). The marketing organization’s journey to become data-driven. Journal of Research in Interactive Marketing, 13(2), 162-178. https://doi.org/10.1108/JRIM-12-2018-0157
K., D. U., & Kumar, B. (2021). A study of internet marketing in india: Challenges and opportunities. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3939584
Kajale, P. A., & Joshi, S. (2021). Gearing up for marketing 5.0 in the digital economy: Moving from traditional to digital. IBMRD's Journal of Management & Research, 10(2), 79-81. https://doi.org/10.17697/ibmrd/2021/v10i2/166810
Khan, S. A., Ponce, P., Thomas, G., Yu, Z., Al-Ahmadi, M. S., & Tanveer, M. (2021). Digital Technologies, Circular Economy Practices and Environmental Policies in the Era of COVID-19. Sustainability, 13(22).
Klein, V. B., & Todesco, J. L. (2021). COVID-19 crisis and SMEs responses: The role of digital transformation [10.1002/kpm.1660]. Knowledge and Process Management, 28(2), 117-133. https://doi.org/10.1002/kpm.1660
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551-568. https://doi.org/10.1007/s11747-018-00625-7
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155. https://doi.org/10.1177/0008125619859317
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-020-00733-3
López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6).
Lorente-Páramo, Á. J., Chaparro-Peláez, J., & Hernández-García, Á. (2020). How to improve e-mail click-through rates – A national culture approach. Technological Forecasting and Social Change, 161, 120283. https://doi.org/10.1016/j.techfore.2020.120283
Ma, L., & Sun, B. (2020). Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481-504. https://doi.org/10.1016/j.ijresmar.2020.04.005
Micheaux, A., & Bosio, B. (2018). Customer journey mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education, 41(2), 127-140. https://doi.org/10.1177/0273475318812551
Mirzaalian, F., & Halpenny, E. (2019). Social media analytics in hospitality and tourism. Journal of Hospitality and Tourism Technology, 10(4), 764-790. https://doi.org/10.1108/JHTT-08-2018-0078
Nell, P. C., Foss, N. J., Klein, P. G., & Schmitt, J. (2021). Avoiding digitalization traps: Tools for top managers. Business Horizons, 64(2), 163-169. https://doi.org/10.1016/j.bushor.2020.11.005
Nguyen, H. (2022). SEO and social media impact on local business [Master Dissertation, Centria University of Applied Sciences]. Kokkola, Finland. https://www.theseus.fi/bitstream/handle/10024/787825/Nguyen_Hieu.pdf?sequence=2
Óskarsdóttir, M., Bravo, C., Sarraute, C., Vanthienen, J., & Baesens, B. (2019). The value of big data for credit scoring: Enhancing financial inclusion using mobile phone data and social network analytics. Applied Soft Computing, 74, 26-39. https://doi.org/10.1016/j.asoc.2018.10.004
Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: Using AI to solve marketing problems. California Management Review, 61(4), 156-185. https://doi.org/10.1177/0008125619859318
Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. P. (2021). Social media and consumer buying behavior decision: what entrepreneurs should know? Management Decision, 59(6), 1249-1270. https://doi.org/10.1108/MD-10-2019-1461
Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
Păvăloaia, V.-D., Anastasiei, I.-D., & Fotache, D. (2020). Social media and e-mail marketing campaigns: Symmetry versus convergence. Symmetry, 12(12).
Ramezani Nia, M., & Shokouhyar, S. (2020). Analyzing the effects of visual aesthetic of Web pages on users’ responses in online retailing using the VisAWI method. Journal of Research in Interactive Marketing, 14(4), 357-389. https://doi.org/10.1108/JRIM-11-2018-0147
Ramšak, M. (2022). The greatest tricks of digital alcohol marketing: The consumer’s voice and alcohol e-marketing. In M. Ramšak (Ed.), Social Impact of Wine Marketing: The Challenge of Digital Technologies to Regulation (pp. 7-17). Springer International Publishing. https://doi.org/10.1007/978-3-030-89224-1_2
Rasool, A., Shah, F. A., & Islam, J. U. (2020). Customer engagement in the digital age: a review and research agenda. Current Opinion in Psychology, 36, 96-100. https://doi.org/10.1016/j.copsyc.2020.05.003
Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102. https://doi.org/10.1016/j.jik.2020.08.001
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 1-36. https://doi.org/10.1080/00472778.2021.1955127
Shahzad, K., Khan, S. A., Ahmad, S., & Iqbal, A. (2022). A Scoping Review of the Relationship of Big Data Analytics with Context-Based Fake News Detection on Digital Media in Data Age. Sustainability, 14(21).
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441-461. https://doi.org/10.1108/JABS-07-2018-0204
Tasanen, J. (2021). Digital Marketing in a Niche B2B Company [Bachelor’s Dissertation, Häme University of Applied Sciences]. Hämeenlinna, Finland. https://urn.fi/URN:NBN:fi:amk-202104296292
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
Teshager, T. (2021). The effect of marketing communication tools on building brand equity: The case of Dashen Bank Sc, Bahir Dar City branches [Master Dissertation, Bahir Dar University]. http://ir.bdu.edu.et/handle/123456789/12533
Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2022). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing, 39(2), 482-501. https://doi.org/10.1016/j.ijresmar.2021.09.002
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1).
Yerimpasheva, A. T., & Balgabayeva, Z. B. (2020). Data-driven marketing as a part of a business strategy of Kazakhstani franchise companies. In H.-C. Brauweiler, V. V. Kurchenkov, S. Abilov, & B. Zirkler (Eds.), Digitalization and Industry 4.0: Economic and Societal Development: An International and Interdisciplinary Exchange of Views and Ideas (pp. 333-347). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-27110-7_23
Zaki, M., & Neely, A. (2019). Customer experience analytics: Dynamic customer-centric model. In P. P. Maglio, C. A. Kieliszewski, J. C. Spohrer, K. Lyons, L. Patrício, & Y. Sawatani (Eds.), Handbook of Service Science, Volume II (pp. 207-233). Springer International Publishing. https://doi.org/10.1007/978-3-319-98512-1_10
Zaric, S. (2022). Average session duration: Industry benchmarks & 10 pro tips on how to improve it. Databox. https://databox.com/average-session-duration-benchmark
Aljukhadar, M., Bériault Poirier, A., & Senecal, S. (2020). Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework. Journal of Research in Interactive Marketing, 14(3), 285-303. 10.1108/JRIM-10-2018-0136
Anwyl-Irvine, A., Dalmaijer, E. S., Hodges, N., & Evershed, J. K. (2021). Realistic precision and accuracy of online experiment platforms, web browsers, and devices. Behavior Research Methods, 53(4), 1407-1425. 10.3758/s13428-020-01501-5
Berman, B. (2020). Paths to purchase: the seven steps of customer purchase journey mapping. Rutgers Business Review, 5(1), 84-100. https://ssrn.com/abstract=3660155
Bhatt, P. (2021). Role of AI in improving CRM, Sales and Customer Experience Pandit Deendayal Petroleum University Gandhinagar]. Gandhinagar. http://ir.pdpu.ac.in:8080/xmlui/handle/123456789/366
Chung, A. D. (2019). A test of the hierarchy of advertising effects via a panel data set on email advertising The University of Texas at Austin]. Austin.
Crittenden, W. F., Biel, I. K., & Lovely, W. A. (2018). Embracing digitalization: Student learning and new technologies. Journal of Marketing Education, 41(1), 5-14. https://doi.org/10.1177/0273475318820895
Das, S. (2022). Reaching consumers with effective email marketing strategy Karelia University of Applied Sciences]. Karelia.
Du, R. Y., Netzer, O., Schweidel, D. A., & Mitra, D. (2021). Capturing marketing information to fuel growth. Journal of Marketing, 85(1), 163-183. https://doi.org/10.1177/0022242920969198
Even, A. (2019). Analytics: Turning data into management gold. Applied Marketing Analytics, 4(4), 330-341. https://www.ingentaconnect.com/content/hsp/ama/2019/00000004/00000004/art00007
Fatma, M., & Khan, I. (2023). Corporate social responsibility and brand advocacy among consumers: The mediating role of brand trust. Sustainability, 15(3).
Fayyaz, Z., Ebrahimian, M., Nawara, D., Ibrahim, A., & Kashef, R. (2020). Recommendation Systems: Algorithms, Challenges, Metrics, and Business Opportunities. Applied Sciences, 10(21).
Fu, Y., Lomas, E., & Inskip, C. (2021). Library log analysis and its implications for studying online information seeking behavior of cultural groups. The Journal of Academic Librarianship, 47(5), 102421. https://doi.org/10.1016/j.acalib.2021.102421
Ghahremani-Nahr, J., & Nozari, H. (2021). A Survey for Investigating Key Performance Indicators in Digital Marketing. International journal of Innovation in Marketing Elements, 1(1), 1-6. https://doi.org/10.52547/ijime.1.1.1
Gkikas, D. C., Tzafilkou, K., Theodoridis, P. K., Garmpis, A., & Gkikas, M. C. (2022). How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook. International Journal of Information Management Data Insights, 2(1), 100067. https://doi.org/10.1016/j.jjimei.2022.100067
Goic, M., Rojas, A., & Saavedra, I. (2021). The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments. Journal of Interactive Marketing, 55(1), 118-145. https://doi.org/10.1016/j.intmar.2021.02.002
Hair, J. F., Ye, Y., Zhang, N., Li, X., & Jiang, J. (2017). Causal impact of intergroup contact on prejudice: Evidence from a five-year longitudinal study. Social Science Research, 63, 221-239. https://doi.org/10.1016/j.ssresearch.2016.10.016
Huidobro, A., Monroy, R., Godoy, M. A., & Cervantes, B. (2022). A contrast-pattern characterization of web site visitors in terms of conversions. In S. Hosseini, D. H. Peluffo, J. Nganji, & A. Arrona-Palacios (Eds.), Technology-Enabled Innovations in Education (pp. 31-51). Springer Nature Singapore. https://doi.org/10.1007/978-981-19-3383-7_3
Johnson, D. S., Muzellec, L., Sihi, D., & Zahay, D. (2019). The marketing organization’s journey to become data-driven. Journal of Research in Interactive Marketing, 13(2), 162-178. https://doi.org/10.1108/JRIM-12-2018-0157
K., D. U., & Kumar, B. (2021). A study of internet marketing in india: Challenges and opportunities. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3939584
Kajale, P. A., & Joshi, S. (2021). Gearing up for marketing 5.0 in the digital economy: Moving from traditional to digital. IBMRD's Journal of Management & Research, 10(2), 79-81. https://doi.org/10.17697/ibmrd/2021/v10i2/166810
Khan, S. A., Ponce, P., Thomas, G., Yu, Z., Al-Ahmadi, M. S., & Tanveer, M. (2021). Digital Technologies, Circular Economy Practices and Environmental Policies in the Era of COVID-19. Sustainability, 13(22).
Klein, V. B., & Todesco, J. L. (2021). COVID-19 crisis and SMEs responses: The role of digital transformation [10.1002/kpm.1660]. Knowledge and Process Management, 28(2), 117-133. https://doi.org/10.1002/kpm.1660
Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551-568. https://doi.org/10.1007/s11747-018-00625-7
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155. https://doi.org/10.1177/0008125619859317
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-020-00733-3
López García, J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6).
Lorente-Páramo, Á. J., Chaparro-Peláez, J., & Hernández-García, Á. (2020). How to improve e-mail click-through rates – A national culture approach. Technological Forecasting and Social Change, 161, 120283. https://doi.org/10.1016/j.techfore.2020.120283
Ma, L., & Sun, B. (2020). Machine learning and AI in marketing – Connecting computing power to human insights. International Journal of Research in Marketing, 37(3), 481-504. https://doi.org/10.1016/j.ijresmar.2020.04.005
Micheaux, A., & Bosio, B. (2018). Customer journey mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education, 41(2), 127-140. https://doi.org/10.1177/0273475318812551
Mirzaalian, F., & Halpenny, E. (2019). Social media analytics in hospitality and tourism. Journal of Hospitality and Tourism Technology, 10(4), 764-790. https://doi.org/10.1108/JHTT-08-2018-0078
Nell, P. C., Foss, N. J., Klein, P. G., & Schmitt, J. (2021). Avoiding digitalization traps: Tools for top managers. Business Horizons, 64(2), 163-169. https://doi.org/10.1016/j.bushor.2020.11.005
Nguyen, H. (2022). SEO and social media impact on local business [Master Dissertation, Centria University of Applied Sciences]. Kokkola, Finland. https://www.theseus.fi/bitstream/handle/10024/787825/Nguyen_Hieu.pdf?sequence=2
Óskarsdóttir, M., Bravo, C., Sarraute, C., Vanthienen, J., & Baesens, B. (2019). The value of big data for credit scoring: Enhancing financial inclusion using mobile phone data and social network analytics. Applied Soft Computing, 74, 26-39. https://doi.org/10.1016/j.asoc.2018.10.004
Overgoor, G., Chica, M., Rand, W., & Weishampel, A. (2019). Letting the computers take over: Using AI to solve marketing problems. California Management Review, 61(4), 156-185. https://doi.org/10.1177/0008125619859318
Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. P. (2021). Social media and consumer buying behavior decision: what entrepreneurs should know? Management Decision, 59(6), 1249-1270. https://doi.org/10.1108/MD-10-2019-1461
Papagiannis, N. (2020). Effective SEO and content marketing: the ultimate guide for maximizing free web traffic. John Wiley & Sons.
Păvăloaia, V.-D., Anastasiei, I.-D., & Fotache, D. (2020). Social media and e-mail marketing campaigns: Symmetry versus convergence. Symmetry, 12(12).
Ramezani Nia, M., & Shokouhyar, S. (2020). Analyzing the effects of visual aesthetic of Web pages on users’ responses in online retailing using the VisAWI method. Journal of Research in Interactive Marketing, 14(4), 357-389. https://doi.org/10.1108/JRIM-11-2018-0147
Ramšak, M. (2022). The greatest tricks of digital alcohol marketing: The consumer’s voice and alcohol e-marketing. In M. Ramšak (Ed.), Social Impact of Wine Marketing: The Challenge of Digital Technologies to Regulation (pp. 7-17). Springer International Publishing. https://doi.org/10.1007/978-3-030-89224-1_2
Rasool, A., Shah, F. A., & Islam, J. U. (2020). Customer engagement in the digital age: a review and research agenda. Current Opinion in Psychology, 36, 96-100. https://doi.org/10.1016/j.copsyc.2020.05.003
Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102. https://doi.org/10.1016/j.jik.2020.08.001
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 1-36. https://doi.org/10.1080/00472778.2021.1955127
Shahzad, K., Khan, S. A., Ahmad, S., & Iqbal, A. (2022). A Scoping Review of the Relationship of Big Data Analytics with Context-Based Fake News Detection on Digital Media in Data Age. Sustainability, 14(21).
Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441-461. https://doi.org/10.1108/JABS-07-2018-0204
Tasanen, J. (2021). Digital Marketing in a Niche B2B Company [Bachelor’s Dissertation, Häme University of Applied Sciences]. Hämeenlinna, Finland. https://urn.fi/URN:NBN:fi:amk-202104296292
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
Teshager, T. (2021). The effect of marketing communication tools on building brand equity: The case of Dashen Bank Sc, Bahir Dar City branches [Master Dissertation, Bahir Dar University]. http://ir.bdu.edu.et/handle/123456789/12533
Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2022). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing, 39(2), 482-501. https://doi.org/10.1016/j.ijresmar.2021.09.002
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1).
Yerimpasheva, A. T., & Balgabayeva, Z. B. (2020). Data-driven marketing as a part of a business strategy of Kazakhstani franchise companies. In H.-C. Brauweiler, V. V. Kurchenkov, S. Abilov, & B. Zirkler (Eds.), Digitalization and Industry 4.0: Economic and Societal Development: An International and Interdisciplinary Exchange of Views and Ideas (pp. 333-347). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-27110-7_23
Zaki, M., & Neely, A. (2019). Customer experience analytics: Dynamic customer-centric model. In P. P. Maglio, C. A. Kieliszewski, J. C. Spohrer, K. Lyons, L. Patrício, & Y. Sawatani (Eds.), Handbook of Service Science, Volume II (pp. 207-233). Springer International Publishing. https://doi.org/10.1007/978-3-319-98512-1_10
Zaric, S. (2022). Average session duration: Industry benchmarks & 10 pro tips on how to improve it. Databox. https://databox.com/average-session-duration-benchmark