Rodyti trumpą aprašą

dc.rights.licenseKūrybinių bendrijų licencija / Creative Commons licenceen_US
dc.contributor.authorNikolaev, Dmitrii
dc.date.accessioned2024-04-19T12:15:01Z
dc.date.available2024-04-19T12:15:01Z
dc.date.issued2023
dc.date.submitted2023-02-27
dc.identifier.isbn9786094763335en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154033
dc.description.abstractNowadays the data-driven approach has become a leading initiative in the context of digital transformations based on the widespread adoption of Internet of Things (IoT). The aim of the research is to estimate the impact of the IoT-related data inputs on the marketing effectiveness within the business-to-business (B2B) environment under the prism of internally involved teams on the way to customer loyalty and satisfaction. The research outcomes highlight the opportunity for maximisation of marketing effectiveness by improving the quality of the acquired lead proceeding towards customer retention. The sample data represents responses from 541 customers of the leading digital platform in Europe within the last two years. The study employs confirmatory factor analysis (CFA) and exploratory factor analysis (EFA). A Structural Equation Modelling (SEM) model connects the constructs to the outcome variable.en_US
dc.format.extent7 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.isreferencedbyScopusen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/153869en_US
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.source.urihttps://bm.vgtu.lt/index.php/verslas/2023/schedConf/presentationsen_US
dc.subjectInternet of Thingsen_US
dc.subjectmarketing effectivenessen_US
dc.subjectB2B marketingen_US
dc.subjectdata-driven approachen_US
dc.subjectretentionen_US
dc.titleThe influence of IoT data input on B2B marketing effectiveness under the prism of internal teams’ contribution towards loyalty and satisfactionen_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeBusiness technologies and sustainable entrepreneurshipen_US
dcterms.dateAccepted2023-04-04
dcterms.issued2023
dcterms.licenseCC BYen_US
dcterms.references26en_US
dc.description.versionTaip / Yesen_US
dc.type.pubtypeP1d - Straipsnis recenzuotame konferencijos darbų leidinyje / Paper published in peer-reviewed conference publicationen_US
dc.contributor.orcidhttps://orcid.org/0000-0001-7627-0638, Nikolaev Dmitrii
dc.contributor.institutionMasaryk Universityen_US
dcterms.sourcetitle13th International Scientific Conference “Business and Management 2023”en_US
dc.description.volumeIIen_US
dc.identifier.eisbn9786094763342en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.date.firstonline2023-06-08
dc.identifier.doihttps://doi.org/10.3846/bm.2023.978en_US


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