International Journal of Business and Data Analytics
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International Journal of Business and Data Analytics (3 papers in press)
Generation of Customer Insights - Roles of Marketing Information and Marketing Intelligence by Pratap Chandra Mandal Abstract: Businesses do not exist without customers. Companies need to know and understand their customers well. Companies require knowing customer preferences and having customer insights. Customer insights cannot be generated unless companies have processes in place for collection of marketing information and marketing intelligence. Companies should collect and process data from varied sources. They should be able to handle big data and extract customer insights. Companies should manage marketing information with the help of marketing information systems. Marketing information systems help in assessment of marketing information needs and development of information. The study focuses on competitive intelligence to have a better understanding of customers. Companies should adhere to ethical practices while collecting and analysing marketing intelligence. Proper coordination and utilisation of marketing information, marketing intelligence, and marketing information systems will help companies generate better customer insights and achieve business excellence. Keywords: market insights; big data; marketing information systems; MISs; information needs; internal data; competitive intelligence; marketing ethics; data privacy. DOI: 10.1504/IJBDA.2023.10049016
Proposing and Testing a combined Social Media Metrics Analysis Method for Digital Marketing: the case of WeWork by Dimitrios Vagianos, Anna Hackova, Martina Kratka Abstract: This paper focuses on the emergence of coworking spaces as the collaborative workplace of the future and on the role of digital marketing techniques for this type of business. A case study investigation of the notorious coworking company WeWork was conducted in order to provide analysis of the Social Media marketing of a gig economy model based enterprise. By using costless trial or demo versions of Social Media metrics tools such as Metricool and Mediatoolkit, data concerning the activity of WeWorks Social Media accounts and its online mentions on multiple sources were collected and analysed. The performance of the WeWorks website was also examined by utilising the demo version of SimilarWeb digital marketing tool. An online complementary survey on working professionals was also conducted. A comparison of the results acquired by both research methods is presented and some interesting findings for marketers and researchers of the coworking industry are provided. Keywords: social media metrics; social media analytics; social media marketing; co-working spaces; co-working; digital marketing. DOI: 10.1504/IJBDA.2023.10049421
Factors influencing capital structure decision of small firms in Bangladesh: An empirical evidence by Md. Nazmul Hossain, Quazi Sagota Samina Abstract: This study has recognised some factors touching capital structure decision for small firms operating in Bangladesh. It confirms that few factors are significantly positively (asset tangibility and agency cost) and negatively (accounts receivable) related with capital structure whereas others are not commendably related (age of enterprise and liquidity). Account receivable, popularly referred to as an important element of business firms, is firstly announced as a determinant of capital structure decision. This study also finds that age of enterprise and asset tangibility support the trade-off theory (TOT), liquidity supports pecking order theory (POT), and accounts receivable supports free cash flow theory (FCFT). This study finds that the independent variables explain the capital structure better for sole proprietorship firms than partnership firms. Also for sole proprietorship firms, all the independent variables have statistically significant impact on capital structure whereas for partnership firms, only two independent variables show statistically significant relationship. Keywords: capital structure determinants; small firms; capital structure theories; Bangladeshi enterprises; sole proprietorship and partnership business. DOI: 10.1504/IJBDA.2023.10049813