The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry

Nikos Kanellos, Marina C. Terzi, Nikolaos T. Giannakopoulos (), Panagiotis Karountzos and Damianos P. Sakas
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Nikos Kanellos: BICTEVAC Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Marina C. Terzi: BICTEVAC Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Nikolaos T. Giannakopoulos: BICTEVAC Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Panagiotis Karountzos: Department of Regional and Economic Development, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
Damianos P. Sakas: BICTEVAC Laboratory—Business Information and Communication Technologies in Value Chains Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece

Sustainability, 2024, vol. 16, issue 14, 1-28

Abstract: In the agri-food industry, strategic digital branding and digital marketing are essential for maintaining competitiveness. This study examines the economic dynamics and impact of desktop and mobile customer analytics on digital branding strategies within the sector. Through a comprehensive literature review, this research utilizes empirical evidence to validate hypotheses regarding the influence of desktop and mobile analytics metrics on key digital branding metrics and value creation. This study explores various branding indicators by utilizing descriptive statistics, correlation analyses, regression models, and fuzzy cognitive mapping (FCM). The findings reveal significant correlations between desktop and mobile analytics and digital branding outcomes, underscoring the critical role of digital analytics and Decision Support Systems (DSSs) in shaping modern branding strategies in the agri-food industry. This study highlights the economic implications of desktop and mobile customer analytics on digital branding, providing insights to enhance market performance and foster sustainable growth in the agri-food sector.

Keywords: agri-food; digital marketing; digital branding; economic dynamics; value creation; customer analytics; linear regression; fuzzy cognitive mapping (FCM); decision support systems (DSSs) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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