Harvesting Crowdsourcing Platforms’ Traffic in Favour of Air Forwarders’ Brand Name and Sustainability

Damianos P. Sakas and Nikolaos Th. Giannakopoulos
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Damianos P. Sakas: Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athina, Greece
Nikolaos Th. Giannakopoulos: Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athina, Greece

Sustainability, 2021, vol. 13, issue 15, 1-25

Abstract: In the modern digitalised era, the total number of businesses and organisations utilising crowdsourcing services has risen, leading to an increase of their website traffic. In this way, there is plenty of space for marketers and strategists to capitalise big data from both their own and the crowdsourcer’s websites. This can lead to a comprehension of factors affecting their brand name, sustainability (gross profit) and consequently visitor influence. The first of the three staged contexts, based on web data, includes the retrieval of web data analytics and metrics from five air forwarding and five crowdsourcing websites in 210 observation days. At stage two, we deployed a diagnostic-exploratory model, through Fuzzy Cognitive Mapping (FCM), and in the last stage, an Agent-Based Model is deployed for data prediction and simulation. We concluded that crowdsourcing referral traffic increases air forwarders’ top 3 keywords volume, and decreases social traffic and total keywords volume, which then boosts their global web rank and gross profit. The exact opposite results occur with crowdsourcing search traffic. To sum up, the contribution of this paper is to offer realistic and well-informed insights to marketers about SEO and SEM strategies for brand name and profit enhancement, based on harvesting crowdsourcing platform traffic.

Keywords: crowdsourcing; air forwarders; web analytics; brand name; FCM; agent-based modelling; SEO; SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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