Analyzing Consumer Behavior: The Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement

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dc.authorscopusid58634073400
dc.authorscopusid56329345400
dc.authorscopusid58734917700
dc.authorscopusid57190280446
dc.authorscopusid58680161700
dc.contributor.authorFiliz, G.
dc.contributor.authorCakar, T.
dc.contributor.authorSoyaltin, T.E.
dc.contributor.authorGirisken, Y.
dc.contributor.authorTurkyilmaz, C.A.
dc.date.accessioned2024-07-18T20:17:03Z
dc.date.available2024-07-18T20:17:03Z
dc.date.issued2023
dc.description2023 Innovations in Intelligent Systems and Applications Conference, ASYU 2023 -- 11 October 2023 through 13 October 2023 -- -- 194153en_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1109/ASYU58738.2023.10296776
dc.identifier.isbn9798350306590
dc.identifier.scopus2-s2.0-85178286973en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://doi.org/10.1109/ASYU58738.2023.10296776
dc.identifier.urihttps://hdl.handle.net/11411/6389
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherInstitute of Electrical and Electronics Engineers Inc.en_US
dc.relation.ispartof2023 Innovations in Intelligent Systems and Applications Conference, ASYU 2023en_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectConsumer Behavioren_US
dc.subjectNeuromarketingen_US
dc.subjectRetro Musicen_US
dc.subjectBinary Classificationen_US
dc.subjectClassification Modelsen_US
dc.subjectModel Yieldsen_US
dc.subjectModel-Based Opcen_US
dc.subjectNeuromarketingen_US
dc.subjectRetro Musicen_US
dc.subjectConsumer Behavioren_US
dc.titleAnalyzing Consumer Behavior: The Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagementen_US
dc.typeConference Objecten_US

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