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Analyzing Consumer Behavior: The Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement
(Institute of Electrical and Electronics Engineers Inc., 2023) Filiz, G.; Cakar, T.; Soyaltin, T.E.; Girisken, Y.; Turkyilmaz, C.A.
This study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in consumers, is used in advertisements, which can have a significant impact on brand perception and consumer engagement. Firstly, a model focusing on chocolate consumption was developed and tested. The model yields significant outcomes. Secondly, a model based on retro music ad viewing status was developed and tested. Significant potential findings were obtained. This study emphasizes the applicability of effective classification models that can be used to understand and predict consumer behaviors, yielding significant outcomes. © 2023 IEEE.