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Volume 16
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Article

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

by
Nikos Kanellos
1,
Marina C. Terzi
1,
Nikolaos T. Giannakopoulos
1,*,
Panagiotis Karountzos
2 and
Damianos P. Sakas
1
1
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
2
Department of Regional and Economic Development, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(14), 5845; https://doi.org/10.3390/su16145845
Submission received: 24 May 2024 / Revised: 28 June 2024 / Accepted: 7 July 2024 / Published: 9 July 2024
(This article belongs to the Collection Digital Economy and Sustainable Development)
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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) agri-food; digital marketing; digital branding; economic dynamics; value creation; customer analytics; linear regression; fuzzy cognitive mapping (FCM); decision support systems (DSSs)

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MDPI and ACS Style

Kanellos, N.; Terzi, M.C.; Giannakopoulos, N.T.; Karountzos, P.; Sakas, D.P. The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry. Sustainability 2024, 16, 5845. https://doi.org/10.3390/su16145845

AMA Style

Kanellos N, Terzi MC, Giannakopoulos NT, Karountzos P, Sakas DP. The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry. Sustainability. 2024; 16(14):5845. https://doi.org/10.3390/su16145845

Chicago/Turabian Style

Kanellos, Nikos, Marina C. Terzi, Nikolaos T. Giannakopoulos, Panagiotis Karountzos, and Damianos P. Sakas. 2024. "The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry" Sustainability 16, no. 14: 5845. https://doi.org/10.3390/su16145845

APA Style

Kanellos, N., Terzi, M. C., Giannakopoulos, N. T., Karountzos, P., & Sakas, D. P. (2024). The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry. Sustainability, 16(14), 5845. https://doi.org/10.3390/su16145845

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