Banking Innovative Service With Digital Brand Equity for New Age Consumers

Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.

Performance Analysis of Classification Techniques With Feature Selection Method for Prediction of Chronic Kidney Disease

Chronic kidney disease has become a very prevalent problem worldwide and almost 10% of the population is suffering and millions of people are dying every year because of chronic kidney disease. Numerous machine learning and data mining techniques are applied by many researchers around the world to diagnose the presence of chronic kidney disease, so that the patients of chronic kidney disease may get benefited in terms of getting proper healthcare follow-up. In this chapter, Experiment 1 is conducted by implementing different five different classifiers on the original chronic kidney disease dataset. In Experiment 2, feature selection using feature importance method is used to reduce the chronic kidney disease dataset. A subset of 15 independent features and one target feature ‘class' is obtained. Again, the same steps are implemented but on the newly obtained reduced dataset. The results of both the Experiments 1 and 2 are compared, and it is observed that the accuracy of classifiers with feature selection is far better than the accuracy of classifiers without feature selection.

A Systematic Study of New Age Consumer Engagement and Exploration for Digital Entertainment for Over-the-Top Platforms in Various Digital Media

In this chapter, the accentuation is given on the way that websites are the main impetus for any online content and notice. Here, the author tries to give insight regarding different sites, web over the top platforms, and some very important guidelines for website planning. Likewise, the principles for viable responsive website improvement is discussed about. The accomplishment of the site and holistic success rely upon how successfully web traffic is managed and the simplicity of standard operating procedures. It also aims at providing a broad theoretical perspective on the various applications of consumer engagement and how it differs across different platforms. The analysis and discussion in the second part of the chapter broadly applies the above framework while the concluding part discusses significant digital entertainment formats and options in consumer engagement.

A Systematic Study of Integrated Marketing Communication and Content Management System for Millennial Consumers

This chapter attempts to highlight various types of content management system and targets giving the fundamental original concepts to SEM and SEO. The learning outcome will be getting an all-encompassing thought of SEO idea alongside content management system along with becoming accustomed to the content management framework which will help in getting a good page ranking for the web page. Digital marketing is a platform that helps to share feelings, information, and attitude. It makes great impact on our lives. Digital technologies changed everyone's lives and marketers get the chance to know about customer's habit, technologies, and preferences that are not possible in other conventional marketing channels. It improves integrated marketing communication and to get in touch with customers in small budget or cost. Selection of the right marketing communication channel is the strategy of the business to compete in the communication field.

Information Processing Model in Consumer Behaviors in Health Communication

In some private television channels in Turkey, herbal cream advertisements for joint diseases are televised. These ads, which are shown for a few minutes on the screens, are generally directed towards the elderly who complain of joint pain and related creams are claimed to be effective in passing many pains irrespective of the variety. In these ads, singers and elderly who complain of joint pain also show up and tell the effects of creams. The advertisements are constructed in a metaphoric language. Therefore, in this study, herbal cream advertisements for joint diseases will be examined through the advertisement of 3,000-year-old Miracle Cream, Miracle Cream of East Medicine, and Miracle Cream, which are televised in the middle of 2017. In this ethnographic study, how the relevant advertisements are coded, organized, and nurtured for the buyers who complain of joint pain will be investigated.

Understanding the Value of Digital Marketing Tools for SMEs

Digital marketing is gaining predominance in marketing strategies across the globe. Digitization is becoming more and more present in business, not just changes in consumer behavior, but the adoption of new technologies, tools, and applications is highly disruptive, with immediate impact on the business of all companies. The common link between digital marketing definitions is the use of tools, namely online tools. One of the biggest changes in human interaction is the recent proliferation of online social networks. Rapid growth of web-based platforms that facilitate online social behavior has significantly modified the nature of human activities, habitats, and interactions. Real-world social relationships have been migrated to the virtual world, resulting in online communities that bring people together from across the globe. This study aims to identify and describe the various digital marketing tools and which of these can be used to increase the SMEs competitiveness.

Jordanian Digital Learning Management System Model (JDLMS)

Universities are providing higher education and research and are one of the biggest creators of innovation, but very little is understood in terms of digital branding of such innovations that stem from rigorous research activities at universities. Often the university's brand name in terms of its reputation is associated with producing and delivering such innovation but what contributes towards digitally branding that innovation to prospective customers, clients, and marketers for appeal needs to be explored. This chapter presents the main hypotheses effecting Jordanian Digital Learning Management System (JDLMS) model and highlights the benefits and weakness area for each one of them. It also discusses the main factors influencing the acceptance of using DLMS at Jordanian universities, which are IT infrastructure and culture, and the hypotheses between both main factors with perceived usefulness and perceived ease of use to generalise this model in higher educational sectors in Jordanian universities.

Consumer-Generated Content as Clues for Brand Trust in the Digital Era

Electronic word of mouth (eWOM) has an effect on trust prior to purchase of similar branding for both highly branded and off-branded products and services. This chapter shows, through a literature review, the impact of eWOM on building trust and then on sales of search and experience goods. Major findings are presented. eWOM has a stronger impact on the sales of experience goods than on search goods. When considering a purchase online, consumers have more resources about the product or service than those that the retailer or manufacturer provides. These newly available resources are consumer-generated; hence, consumers considering a buy find them more trustworthy. Consumers also value differently whether the consumer-generated content is positive or negative about the product or service they are considering buying. The final part of the chapter discusses the different implications for marketing practitioners.

Comparison of Performance of Various Machine Learning Classification Techniques With Ensemble Classifiers for Prediction of Chronic Kidney Disease

Chronic kidney disease has become a very prevalent problem worldwide and almost 10% of the population is suffering and millions of people are dying every year because of chronic kidney disease. Numerous machine learning and data mining techniques are applied by many researchers round the world to diagnose the presence of chronic kidney disease, so that the patients of chronic kidney disease may get benefitted in terms of getting proper healthcare follow-up. In this chapter, Experiment 1 is conducted by implementing five different classifiers on the original chronic kidney disease dataset. In Experiment 2, two different ensemble classifiers are implemented combining all five individual classifiers. The Results of both the Experiments 1 and 2 are compared, and it is observed that the accuracy of ensemble classifiers is far better than the accuracy of individual classifiers. It may be concluded that the two experiments conducted in the chapter show the performance of ensemble classifiers is better than the individual classifiers.

Usability Audit Model for Tourism Destination Websites

In a globalized world, tourist destinations must have a website containing accurate information for potential tourists. However, there is currently no model that serves as a guide to evaluate the usability of tourism websites. A web usability audit manual is presented in this work with the application of a case study methodology, which combines theoretical contributions with those of a real audit of a tourism institution. Apart from the description of the manual itself, the results of this work have made it possible to identify a series of actions to be taken into account, as well as others that should be avoided when a usability audit is being carried out in the tourism field.