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The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis

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  • Damianos P. Sakas

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Ioannis Dimitrios G. Kamperos

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Dimitrios P. Reklitis

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Nikolaos T. Giannakopoulos

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Dimitrios K. Nasiopoulos

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Marina C. Terzi

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

  • Nikos Kanellos

    (Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

Abstract

Crises are always challenging for banking systems. In the case of COVID-19, centralized payment networks and FinTech companies’ websites have been affected by user behavior globally. As a result, there is ample opportunity for marketing managers and professionals to focus on big data from FinTech websites. This can contribute to a better understanding of the variables impacting their brand name and how to manage risk during crisis periods. This research is divided into three stages. The first stage presents the web analytics and the data retrieved from the FinTech platforms. The second stage illustrates the statistical analysis and the fuzzy cognitive mapping (FCM) performed. In the final stage, an agent-based model is outlined in order to simulate and forecast a company’s brand name visibility and user behavior. The results of this study suggest that, during crises, centralized payment networks (CPNs) and FinTech companies with high organic traffic tend to convert new visitors to actual “customers”.

Suggested Citation

  • Damianos P. Sakas & Ioannis Dimitrios G. Kamperos & Dimitrios P. Reklitis & Nikolaos T. Giannakopoulos & Dimitrios K. Nasiopoulos & Marina C. Terzi & Nikos Kanellos, 2022. "The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis," Sustainability, MDPI, vol. 14(6), pages 1-23, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3616-:d:774873
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    References listed on IDEAS

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