Analyzing Consumer Behavior: The Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement
Küçük Resim Yok
Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Institute of Electrical and Electronics Engineers Inc.
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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.
Açıklama
2023 Innovations in Intelligent Systems and Applications Conference, ASYU 2023 -- 11 October 2023 through 13 October 2023 -- -- 194153
Anahtar Kelimeler
Consumer Behavior, Neuromarketing, Retro Music, Binary Classification, Classification Models, Model Yields, Model-Based Opc, Neuromarketing, Retro Music, Consumer Behavior
Kaynak
2023 Innovations in Intelligent Systems and Applications Conference, ASYU 2023
WoS Q Değeri
Scopus Q Değeri
N/A
