Mobile Market Research Articles

ВПЛИВ ЦИФРОВОГО МАРКЕТИНГУ НА ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ВІТЧИЗНЯНОГО БІЗНЕСУ

The purpose of the article is to highlight the specifics of the impact of digital marketing on increasing the competitiveness of domestic business from a practical perspective. It was determined that digital marketing in the context of increasing business competitiveness is a new stage in the development of marketing activities due to global digital transformation and changes in the business environment. It has been established that digital marketing tools allow business entities to solve a variety of marketing tasks. It was found that an important aspect of using digital marketing tools to increase the competitiveness of domestic business is the assessment of their effectiveness. It was determined that digital marketing creates a significant impact on increasing the competitiveness of domestic business. It was revealed that the main criterion for increasing the competitiveness of domestic business entities that use digital marketing tools is the improvement of management and the establishment of a feedback system between them and customers. Business entities usually need to choose digital marketing tools that can improve the efficiency of their business processes in interaction with partners and customers. Research has proven that content marketing, search engine optimization, search engine marketing, social media marketing, affiliate and influencer marketing, electronic and mobile marketing, and other digital marketing tools are effective digital marketing tools used to increase the competitiveness of domestic businesses. Digital marketing allows for the integration of multiple technologies (social, mobile, web systems, CRM systems, etc.) with sales and customer service, ensuring constant and high-quality communication between advertisers and end consumers. It penetrates traditional forms of communication to attract audiences and engage them in the virtual world based on the analysis of data about users and their behavior. In the perspective of further research, it is advisable to highlight the influence of digital marketing tools on the effectiveness of domestic business entities.

Banking marketing development trends in the context of digitalization

The article is devoted to the study of modern trends in the development of banking marketing in the context of global digitalization of all spheres of social life. In order to assess the relevance of the analyzed question, the data on the number of requests for “bank marketing”, “digitalization”, “digital technologies” and “banking innovations” in the most popular Google search engine were studied. In addition to the significant interest of the public in the digitalization of banking marketing, a high scientific interest in this topic was also revealed among both domestic and foreign researchers. The influence of digitization processes, namely the growth of the level of Internet penetration on the banking system, which, among other things, was reflected in the change in the number of bank branches, was considered. A brief description of the digitalization and banking marketing categories is given, as well as the result of their interaction and the formation of the concept of digital banking marketing is described. The main digital tools of banking marketing are identified: search engine optimization (SEO), social media marketing (SMM), content marketing, traffic management, email marketing, contextual advertising, gamification, mobile marketing, etc. A detailed description of the essence of the most popular digital methods of promoting products in the banking services market is provided, as well as the international experience of their successful implementation in banks of various sizes and organizational forms is investigated. The theoretical value of the conducted research lies in the expansion of scientific views on modern trends in the development of banking marketing in the context of digitalization. The practical value lies in the study of international experience in the use of digital banking marketing tools. We consider it appropriate to direct further research to the cost assessment of the effectiveness of the use of digital banking marketing tools

Applying Wide & Deep Learning Model for Android Malware Classification

Android malware has exploded in popularity in recent years, due to the platform’s dominance of the mobile market. With the advancement of deep learning technology, numerous deep learning-based works have been proposed for the classification of Android malware. Deep learning technology is designed to handle a large amount of raw and continuous data, such as image content data. However, it is incompatible with discrete features, i.e., features gathered from multiple sources. Furthermore, if the feature set is already well-extracted and sparsely distributed, this technology is less effective than traditional machine learning. On the other hand, a wide learning model can expand the feature set to enhance the classification accuracy. To maximize the benefits of both methods, this study proposes combining the components of deep learning based on multi-branch CNNs (Convolutional Network Neural) with wide learning method. The feature set is evaluated and dynamically partitioned according to its meaning and generalizability to subsets when used as input to the model’s wide or deep component. The proposed model, partition, and feature set quality are all evaluated using the K-fold cross validation method on a composite dataset with three types of features: API, permission, and raw image. The accuracy with Wide and Deep CNN (WDCNN) model is 98.64%, improved by 1.38% compared to RNN (Recurrent Neural Network) model.

Factors Influencing the Use of Mobile Marketing Strategies Among Small-to-Medium Enterprises in New Zealand

Factors Influencing the Use of Mobile Marketing Strategies Among Small-to-Medium Enterprises in New Zealand

Identification of noteworthy digital marketing-related elements in the significance of online shopping and AI

Digital marketing is nowadays one of the most popular ways not only to search for information about goods and services, reviews, and experiences of other customers, but also to make the actual purchase. A modern phenomenon is also the use of artificial intelligence, which helps marketers in various ways, such as creating content, texts, or evaluating metrics. The main objective of the paper is to identify whether there are statistically significant differences in the importance of shopping online via smartphone between men and women. The inspiration behind this paper stems from the current relevance of digital marketing and artificial intelligence, particularly the prevalent trend of online shopping through smartphones in the e-commerce domain. The survey, which targeted 194 respondents from Generation Y (Millennials), was conducted throughout the latter half of 2023. The findings suggest that, for most men, the significance of online shopping via smartphones is minimal. In contrast, it’s noteworthy that online shopping via smartphones holds considerable importance for most women. The Mann-Whitney U-test validates the correlation between these variables. These results offer insights into the nuances of digital marketing and its influence on customer purchasing behaviour and decision-making. It is evident that the COVID-19 pandemic has instigated substantial shifts in people’s buying patterns. Due to travel restrictions, people are increasingly drawn to purchasing items using mobile shopping apps instead of going to physical stores. The findings of the survey add to the overall picture of the share of mobile marketing in e-commerce with potential of using artificial inteligence, which can be a real game changer for companies that offer their products and services online. Online companies can use these findings to effectively set up their marketing strategies specifically targeting customers who like to shop online.

The Trade-Off Between Performance and Security of Virtualized Trusted Execution Environment on Android

Nowadays, with the significant growth of the mobile market, security issues on the Android Operation System have also become an urgent matter. Trusted execution environment (TEE) technologies are considered an option for satisfying the inviolable property by taking advantage of hardware security. However, for Android, TEE technologies still contain restrictions and limitations. The first issue is that non-original equipment manufacturer developers have limited access to the functionality of hardware-based TEE. Another issue of hardware-based TEE is the cross-platform problem. Since every mobile device supports different TEE vendors, it becomes an obstacle for developers to migrate their trusted applications to other Android devices. A software-based TEE solution is a potential approach that allows developers to customize, package and deliver the product efficiently. Motivated by that idea, this paper introduces a <b>VTEE</b> model, a software-based TEE solution, on Android devices. This research contributes to the analysis of the feasibility of using a virtualized TEE on Android devices by considering two metrics: computing performance and security. The experiment shows that the <b>VTEE</b> model can host other software-based TEE services and deliver various cryptography TEE functions on the Android environment. The security evaluation shows that adding the <b>VTEE</b> model to the existing Android does not add more security issues to the traditional design. Overall, this paper shows applicable solutions to adjust the balance between computing performance and security.

СОСТОЯНИЕ И ТЕНДЕНЦИИ РАЗВИТИЯ РЫНКА ИНТЕЛЛЕКТУАЛЬНОЙ ГОРОДСКОЙ МОБИЛЬНОСТИ: МАРКЕТИНГОВЫЙ АСПЕКТ

The article is devoted to the study of the current state and key trends in the development of the world and Russian intellectual urban mobility markets. The authors considered the factors influencing the marketing of products and the development of key market segments, studied its trends and identified growth factors on a global scale. The article analyzes the features of the development of the intellectual urban mobility market in the country context, describes the trends and prospects for the development of the Russian market in the main product and service segments. The authors estimate the expected implementation period of key areas of digital mobility in Russia and other countries of the world, and also consider the trends in the development of segments of carsharing, kicksharing and public transport.

ЧИННИКИ ТА ТЕНДЕНЦІЇ РОЗВИТКУ СУЧАСНОГО МАРКЕТИНГУ

The publication defines the main directions of development of modern marketing. Individualized marketing divides the market into micro- segments and adapts the marketing mix to the requirements of one of them. Maximarketing is aimed at quick maximization of income and stimulates the most promising potential client to immediately purchase the product. Global marketing standardizes the marketing mix on the basis of similar features of the markets of different countries of the world. Hypermarketing develops a product that can satisfy several customer needs at the same time. Multimarketing ensures reaching consumers through several channels. Turbomarketing accelerates the process of creating a new product in accordance with the discovered new need of the consumer. Storytelling promotes a brand by creating an engaging story related to it. Ambient media consists in placing an advertising message on a non-standard medium. Mobile marketing involves adapting the marketing mix to smartphones. An online panel is a group of people who regularly take online surveys on the same questions. Social media marketing involves the use of virtual communities for marketing purposes. SEO optimization forms the text on the site page with the optimal number of key phrases to increase its position in search results based on the user's thematic query. Contextual advertising is automatically displayed on a related Internet page, which is viewed by the user. Holistic marketing helps to develop a comprehensive program aimed at identifying and meeting the needs of consumers, partners, employees and society. Artificial intelligence and the Internet of Things open up new opportunities in the field of marketing research and communications. The specified sixteen directions of development of modern marketing are formed by the influence of six factors. These are the development of digital technologies and the Internet, the increase in the level of competition, the increase in consumer demands, the increase in the effectiveness of marketing research,social upheavals and the spread of the marketing way of thinking among managers.

Influences of Digital Marketing in the Buying Decisions of College Students in Ramanathapuram District, Tamilnadu, India

This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.

The interoperability of mobile phone technology as a way to improve immigrant entrepreneurship in South Africa

The paper seeks to illustrate the propinquity between mobile phone technology and the profitability of immigrant entrepreneurs’ businesses and whether there is a positive effect. The outcome should ascertain if mobile technology could be propounded as a credible source of competitive advantage. The paper uses a qualitative approach, using content analysis as the research design tool. Data analysis was done through the conceptual content analysis approach. Various online databases such as EBSCOhost, Google scholar, JSTOR, and Science Direct were accessed for literature. Different terms (keywords) such as; “Mobile phone technology”, “mobile marketing”, and “mobile payment” were searched. The data collected through a systematic literature review were compiled, analysed, and generated conclusions. This paper deduces that immigrant entrepreneurs stand to gain a competitive edge by using mobile phone technology, thereby improving business performance. Future researchers need to expand the scope of their study to other sectors and industries globally. The paper exhibits the significance of apps and websites as mobile technology tools that can positively impact business performance. This paper outlines how mobile technology is now an essential catalyst in the performance of various business sectors. Results are essential to app and website developers, entrepreneurs and the business society.

Evaluasi Aplikasi Mobile Market Dalam Mengukur Kepuasan Pelanggan Menerapkan Metode End User Computing Satisfaction (EUCS)

Until now, most of the operations of traditional stalls are carried out conventionally, where the process of ordering and paying for shop products still has to be done directly and still uses catalogs made of paper. The problem that arises is the queue during peak hours. To overcome this problem, a mobile market application can be built to support traditional shop operations and research measures the level of user satisfaction with the application using the End User Computing Satisfaction (EUCS) method. The variables measured involve 5 factors, namely Content, Accuracy, Format, Ease of Use, and Timeliness. The results of measuring the level of customer satisfaction with mobile market applications built using the EUCS method show that the five variables in the EUCS method are approved by users to provide satisfaction using the application.

Prevention of the Spread of the COVID-19 Virus with an Online to Offline Shopping System with an Independent Self-Service Concept using a Miniature Solar-Powered Mobile Market

The COVID-19 pandemic has destroyed the economy in Indonesia since March 2020, where all regions implemented Large-Scale Social Restrictions (PSBB) and Micro-Scale Social Restrictions (PSBM). This causes people to reduce their shopping activities and limit business activities by the local government. The participation of universities is highly expected in assisting economic recovery, so that economic turnover activities can continue without increasing the number of Covid-19 sufferers. In this case, universities provide solutions in the field of renewable energy as a source of electricity to support the efficiency of the prototypes produced. This activity was carried out by students and lecturers as a form of community service. Where the concept offered is online to offline to maintain shopping loyalty. Consumers can make transactions by selecting product quality, tasting the product, and tasting the product first and they do it in front of their house in the form of a solar-powered mobile market. It is hoped that this activity can support the normal course of the economy as before the pandemic occurred.

The puzzle of experience vs. memory: Peak-end theory and strategic gamification design in M-commerce

As businesses increasingly use gamified mobile marketing campaign (GMMC) systems to engage mobile shoppers, gamification in m-commerce systems warrants more attention in both IS research and design practices. Inspired by peak-end theory, this study focused on the puzzling differences between user experience vs. memory and empirically examined the impact of different experience orders of cognitive load on user perceptions and behavioral intentions. Overall, the outcomes of this research suggest that appropriate applications of the peak-end effect, moderated via users’ regulatory focus styles, can alleviate the negative mental utility imagery of users, reducing their perceived uncertainties and opt-out intentions from the GMMC. Important implications for research and practice are then discussed.

European Degree a necessity for continuous education and training in the context of an integrated European system

Motto: “if you do not have general competences in life, you become a slave” (C.V. ICOCIU). Under the Treaty of Accession to the European Union, we have undertaken to ensure the mobility of workforce on the European common market. This involves training specialists who have the skills for the future and who can work in any Member State of the European Union, in accordance with the requirements of the labour market, but also taking into account the qualification and field of each one [13,16,17,18]. This paper demonstrates that the use of current instruments such as Europass, ISCO, ESCO, ISCED can define a European degree that can be completed, automatically recognized and equated in any market of a Member State of the Union. This requires the creation of a system model of study programs/common standards for broad ISCED fields that are complemented with a similar degree, regardless of the state in which it is obtained. At the same time, there is a need for a quality assurance system at European level, in different areas, to accompany education and training. The two systems together with the European qualifications system – the EQF must be a whole, that is, an integrated education and training system leading to a European degree – “European degree”, as said European Commission President Ursula von der Leyen. This European system leads to real labor market mobility.

Stock Market Trading through Mobile Application: An Analysis of Reaction to COVID-19

This article aims to assess the need for a stock market mobile trading application in a developing country's capital market, such as Bangladesh's, where stock markets have been closed for more than two months during the first stages of the ongoing pandemic. The effect of COVID-19 is tested using an event study to evaluate if it has a statistically significant impact on the adoption rate of the DSE mobile app. A descriptive research approach has been implemented, and a t-statistic has been conducted. According to the statistics, COVID-19 significantly impacts the DSE mobile app adoption rate and the number of buy-sell transactions in Bangladesh's capital market. Compared to the total Beneficiary Owners account holders, only 3.75 percent of investors use the DSE mobile app for transactions. All of this indicates that the stock market in Bangladesh has only partial digitalization, and as a result, it does not provide a suitable platform for coping with negative occurrences. As a result, authorities must encourage the adoption of full-fledged digitizing by involving all stakeholders in the chain to deal with the sudden and long-lasting shock caused by pandemics such as the coronavirus epidemic in 2019.

Innovative approaches to the development and increase of the efficiency of marketing in social networks

The article considers the development novation trends of e-commerce and social media marketing, it analyzes the use of marketing tools, examines the implementation of novation trends in Internet marketing to promote the enterprise in social networks. Systematization of literature sources on the research topic showed that the use of Internet marketing tools to promote their products and services is very effective. These Internet marketing tools are considered: SEO-optimization; e-mailing; advertising on social networks; contextual advertising; video marketing; intuitive marketing; marketing 3.0; analytical marketing. The main trends that dominate in the field of Internet marketing and social media marketing are identified and analyzed. They are: dynamic activation of mobile marketing, active use of web analysis, advertising in video format, influence marketing, email marketing, content marketing, Instagram promotion, Facebook, chatbots and messengers, personalization of business pages.

The Role of Mobiles and Women in the Sustainable Local Economic Development

Women’s access and training to use mobile technology can set the ground for creating trusted communities that provide valuable guidance on new partnerships as well as alternative business models. Such business models encompass innovative business plans adapted to the Agenda 2030 for sustainable development. Electronic commerce or small and medium-sized enterprises are pivotal to women’s entrepreneurship and they are both grounded on the adoption of mobile marketing technology and on the prolongment of the product life cycle by giving consumers’ control on its production, reuse and resale. In addition, mobile technology advancement as well as innovation, proactiveness and risk-taking initiatives can assist women to grow their business, enhance gender equality and provide long-term economic stability for a country.

Marketing analysis of the intelligent urban mobility market

The article presents the results of a marketing analysis of the global and Russian markets for intelligent urban mobility, including a set of solutions that improve the quality of citizens’ life – environmentally friendly modes of transport, shared services, on-demand mobility and infrastructure for integrating technologies into the urban environment. The authors propose a characteristic of the smart mobility market, consider the main segments and identify key trends in its development. Special attention is paid to the peculiarities of the transport sharing market development. In a comparative way, the features of consumer preferences, the volume of investments in sharing products and forecasts of market development are analyzed.

The EU and the Western Balkans’ response during the migrant crisis

BackgroundThe European Green Deal does not consider the issue of migrant inclusion, nor are there specific data on the risk of migrants falling into energy poverty, social exclusion, and other data that could help create an effective policy that would be applied in this area. The main objective of this study is to assess the current status of the migrant population when it comes to risk from poverty (including energy poverty) and social exclusion in four (4) EU countries with the most significant influx of migrants.ResultsAn analysis included two main indicators aimed to describe level of risk of migrants to fall into energy poverty: (a) persons at risk of poverty or social exclusion by group of citizenship (population aged 18 and over, male and female); and (b) Migrant Integration Policy Index. The results revealed that foreign-born citizens have greater poverty or social exclusion risk. In 2020, citizens of Sweden that were not born in the EU28 had more than 360% greater chance than national citizens of being at risk of poverty (including energy poverty) or social exclusion. In France, foreign citizens were 340% more likely to be exposed to poverty than national citizens, while Germany records the highest rate: 250% in 2020. The United Kingdom rates demonstrate an increased 10% (2014–2018) difference in the risk of poverty (including energy poverty) or social exclusion for foreign citizens. In addition, results obtained by using the Migrant Integration Policy Index showed highest level of Anti-discrimination score is highest in Sweden, and lowest in Albania. On the other hand, Labor market mobility score is highest in Sweden, and lowest in Slovenia.ConclusionsBearing in mind the results of the research, the primary recommendations elaborated in the paper are as follows: (a) up-to-date collection and innovation of data for the migrant population (including data on energy poverty); (b) creation of conditions for more efficient employment of migrants; (c) adoption of special measures to protect migrants from energy poverty, and (d) strengthening of cooperation between the EU and to non-EU countries on the migrant route.

The Energy Consumption of Electric Scooters Used in the Polish Shared Mobility Market

The growing popularity of traveling with electric scooters in recent years is, on the one hand, a great opportunity to shift from the current forms of mobility to a new service among the public, but it is also a huge challenge for urban centers and operators. One of the main challenges related to electric scooters is the growing demand for high energy consumption, which is currently a big issue due to the growing interest in electromobility used in mobility as a service (MaaS) systems. However, in order to properly estimate the level of energy consumption of scooters, there is a real need for reliable scientific information on the actual electricity consumption of electric scooters used in shared mobility systems. An extensive literature analysis indicates the lack of research conducted in this area. Noting this research gap, studies were conducted to determine the factors influencing the energy consumption of an electric scooter. The study attempts to determine these values on the basis of the proposed research experiment. The scientific experiment was based on a three-factor plan; an experimental plan. The author conducted the research by driving and measuring electric scooters in order to compare the actual consumption with the data provided by vehicle manufacturers. The result of the research was to determine the influence of factors that influence the significant energy consumption of electric scooters from shared mobility systems. Interestingly, the results generated show that the electricity requirements for six scooters corresponded to one electric car. This proposal raises the question of whether scooters are the best form of electric mobility for the environment. In addition, the work also includes guidelines for scooter users and recommendations for shared mobility operators on the energy consumption of electric scooters.