THE APPLICATION OF FRACTAL THEORY IN MARKETING: WHAT CAN WE DO?

Norazryana Binti Mat Dawi, Namita Gupta and Hamidreza Namazi
Additional contact information
Norazryana Binti Mat Dawi: 525 West 8th Avenue, Vancouver, BC, V5Z 1C6, Canada
Namita Gupta: School of Business, Galgotias University, Greater Noida, Gautam Buddh Nagar 203201, Uttar Pradesh, India
Hamidreza Namazi: School of Engineering, Monash University, Malaysia4Biomedical Signal & Image Processing Lab, Galgotias University, Greater Noida, Gautam Buddh Nagar, 203201, Uttar Pradesh, India5Department of Informatics, Faculty of Science, University of South Bohemia in Ceske Budejovice, Ceske Budejovice, Czech Republic

FRACTALS (fractals), 2025, vol. 33, issue 07, 1-12

Abstract: Fractal theory has emerged as a powerful mathematical tool for analyzing complex, nonlinear, and self-similar patterns across various business and engineering domains. This review explores the role of fractals in enhancing decision-making and predictive capabilities within five key application areas: consumer segmentation, demand forecasting, inventory optimization, financial market prediction, and logistics and distribution planning. We highlight how fractal-based methods — such as fractal dimension, multifractal analysis, and entropy measures — can be integrated with machine learning to improve pattern recognition, uncertainty quantification, and system adaptability. Specific attention is given to explainability, data granularity, and the synergy between fractal modeling and AI frameworks. Key challenges and limitations, including model interpretability and computational complexity, are also discussed, along with future research directions aimed at making fractal analytics more actionable in business environments.

Keywords: Fractal Theory; Consumer Behavior; Predictive Analytics; Machine Learning; Marketing Strategy (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0218348X25300065
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:fracta:v:33:y:2025:i:07:n:s0218348x25300065

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0218348X25300065

Access Statistics for this article

FRACTALS (fractals) is currently edited by Tara Taylor

More articles in FRACTALS (fractals) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().