Title: A decision support model for online marketing investment decisions

Authors: Lucie Waleczek Zotyková

Addresses: Department of Informatics and Mathematics, School of Business Administration in Karvina, Silesian University in Opava, Univerzitní náměstí 1934/3, 733 40 Karviná, Czech Republic

Abstract: This study provides a decision support model for starting e-commerce projects. The proposed model uses individual tips from online marketing activities for investment decisions in online marketing using profit simulation and modelling. An e-shop was established and operational in 2022. The coronavirus pandemic (COVID-19) had a wide-ranging effect on e-commerce, technology, business, travel, and the economy. Regression analysis was used to investigate the viability of e-commerce projects considering seasonal trends. The proposed decision support, along with its assessment model and fine-tuning procedures, is described in this study.

Keywords: COVID-19 pandemic; decision support; e-commerce; changes in shopping behaviour; online marketing; regression modelling; search engines; simulation; small and medium companies; social networks.

DOI: 10.1504/IJMDM.2025.144710

International Journal of Management and Decision Making, 2025 Vol.24 No.2, pp.152 - 168

Received: 29 May 2023
Accepted: 11 Feb 2024
Published online: 28 Feb 2025 *

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