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A decision support model for online marketing investment decisions

Author

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  • Lucie Waleczek Zotyková

Abstract

This study provides a decision support model for starting e-commerce projects. The proposed model uses individual tips from online marketing activities for investment decisions in online marketing using profit simulation and modelling. An e-shop was established and operational in 2022. The coronavirus pandemic (COVID-19) had a wide-ranging effect on e-commerce, technology, business, travel, and the economy. Regression analysis was used to investigate the viability of e-commerce projects considering seasonal trends. The proposed decision support, along with its assessment model and fine-tuning procedures, is described in this study.

Suggested Citation

  • Lucie Waleczek Zotyková, 2025. "A decision support model for online marketing investment decisions," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 24(2), pages 152-168.
    • Handle: RePEc:ids:ijmdma:v:24:y:2025:i:2:p:152-168
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