IDEAS home Printed from https://ideas.repec.org/b/zbw/fomiid/2.html
   My bibliography  Save this book

Analyse sensorischer E-Commerce-Elemente mittels Big-Data-Methoden und Künstlicher Intelligenz: Automatisierung sensorischer Bewertungen von E-Commerce- und Social-Media-Plattformen auf Basis des Online Sensory Marketing Index

Editor

Listed:
  • FOM Hochschule für Oekonomie & Management, ifid Institut für IT-Management & Digitalisierung

Author

Listed:
  • Hamacher, Kevin
  • Blach, Maike
  • Kozlik, Jan
  • Muster, Felix
  • Nöllenburg, Pascal-Philipp
  • Ohletz, Jan-Henrik
  • Franken, Gereon
  • Hernes, Dominic
  • Hinterding, Martin
  • Höveler, Patrick
  • Huppertz, Michael
  • Leppkes, Niklas
  • Lopez Rodriguez, Ariana
  • Maucy, Kevin
  • Petrov, Alexsandar
  • Schäfer, Dennis
  • Schneider, Robert
  • Spiegel, Bastian
  • Stecker, Rouven
  • Steinmann, Philipp
  • Tembrink, Christoph
  • Titze-Wolter, Philipp
  • Vishnyakova, Liudmila
  • Zimmermann, Jürgen
  • Buchkremer, Rüdiger

Abstract

Kundinnen und Kunden kommunizieren, kaufen und teilen Produkte und Dienstleistungen über digitale Plattformen, in denen technische Möglichkeiten zur Präsentation sensorischer Elemente im Normalfall auf visuelle, akustische und schriftliche Elemente begrenzt sind. Um das sensorische Online-Erlebnis zu verbessern, ist es erforderlich, Medientypen und Inhalte quantitativ zu bewerten und sensorisch zu optimieren. Basierend auf dem Online Sensory Marketing Index (OSMI), einem Schema zur sensorischen Bewertung von E-Commerce-Webseiten, präsentiert das Paper Ansätze und Ergebnisse zur Entwicklung von alternativen Verfahren zur automatischen Erfassung und Bewertung sensorischer Elemente wie Texte und Bilder. In diesem Beitrag werden zu diesem Zweck moderne Big-Data- und Künstliche-Intelligenz-Ansätze aus dem Bereich der Verarbeitung natürlicher Sprache, "Natural Language Processing" und "Natural Language Understanding", angewendet. Dazu werden Worteinbettungstechniken mit GloVe und Word2Vec sowie Transformer-Technologien wie der BERT-Algorithmus zur Untersuchung von über 200 Webseiten eingesetzt. Die Ergebnisse demonstrieren einen funktionalen und skalierbaren KI-Ansatz zur Bestimmung von Elementen aus dem Themenfeld des sensorischen Marketings für E-Commerce-Plattformen und Social Media von verschiedenen Branchen und Unternehmen. Darüber hinaus sind die neuen KI-Auswahl- und Bewertungsverfahren deutlich effizienter und mit nur geringen Leistungseinbußen im Vergleich zu einer manuellen Bewertung verbunden.

Suggested Citation

  • Hamacher, Kevin & Blach, Maike & Kozlik, Jan & Muster, Felix & Nöllenburg, Pascal-Philipp & Ohletz, Jan-Henrik & Franken, Gereon & Hernes, Dominic & Hinterding, Martin & Höveler, Patrick & Huppertz, M, 2023. "Analyse sensorischer E-Commerce-Elemente mittels Big-Data-Methoden und Künstlicher Intelligenz: Automatisierung sensorischer Bewertungen von E-Commerce- und Social-Media-Plattformen auf Basis des Onli," ifid Schriftenreihe: Beiträge zu IT-Management & Digitalisierung, FOM Hochschule für Oekonomie & Management, ifid Institut für IT-Management & Digitalisierung, volume 2, number 2 edited by FOM Hochschule für Oekonomie & Management, ifid Institut für IT-Management & Digitalisierung, July.
    • Handle: RePEc:zbw:fomiid:2
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/278828/1/1845368126.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. González-Benito, Óscar & Martos-Partal, Mercedes & San Martín, Sonia, 2015. "Brands as substitutes for the need for touch in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 121-125.
    2. Aradhna Krishna & Maureen Morrin & Eda Sayin, 2014. "Smellizing Cookies and Salivating: A Focus on Olfactory Imagery," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 18-34.
    3. Joann Peck & Suzanne B. Shu, 2009. "The Effect of Mere Touch on Perceived Ownership," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 434-447.
    4. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    5. Ryan S. Elder & Aradhna Krishna, 2010. "The Effects of Advertising Copy on Sensory Thoughts and Perceived Taste," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 748-756, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adilson Borges & Felipe Pantoja & Patricia Rossi & Amanda Yamim, 2020. "If I Touch It, I will Like It! The Role of Tactile Inputs on Gustatory Perceptions of Food Items," Post-Print hal-02507986, HAL.
    2. Pantoja, Felipe & Borges, Adilson & Rossi, Patricia & Yamim, Amanda Pruski, 2020. "If I touch it, I will like it! The role of tactile inputs on gustatory perceptions of food items," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Madzharov, Adriana V., 2019. "Self-Control and Touch: When Does Direct Versus Indirect Touch Increase Hedonic Evaluations and Consumption of Food," Journal of Retailing, Elsevier, vol. 95(4), pages 170-185.
    4. Ryan S Elder & Ann E Schlosser & Morgan Poor & Lidan Xu & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2017. "So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 877-894.
    5. Boujena, Othman & Ulrich, Isabelle & Piris, Yolande & Chicheportiche, Laëtitia, 2021. "Using food pictorial metaphor in the advertising of non-food brands: An exploratory investigation of consumer interpretation and affective response," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Liu, Yunxin, 2023. "Digital exposure to unhealthy food reduces subsequent consumption of unhealthy food," Journal of Business Research, Elsevier, vol. 168(C).
    7. Cowan, Kirsten & Ketron, Seth & Kostyk, Alena & Kristofferson, Kirk, 2023. "Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses," Journal of Retailing, Elsevier, vol. 99(3), pages 385-399.
    8. Krishna, Aradhna & Cian, Luca & Aydınoğlu, Nilüfer Z., 2017. "Sensory Aspects of Package Design," Journal of Retailing, Elsevier, vol. 93(1), pages 43-54.
    9. Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    10. Elena Bonel & Mauro Capestro & Eleonora Di Maria, 2023. "How COVID-19 impacted cultural consumption: an explorative analysis of Gen Z’s digital museum experiences," Italian Journal of Marketing, Springer, vol. 2023(2), pages 135-160, June.
    11. Zhao, Taiyang & Lu, Yan & Lynette Wang, Valerie & Wu, Banggang & Chen, Zhi & Song, Wei & Zhou, Liying, 2023. "Shared but unhappy? Detrimental effects of using shared products on psychological ownership and consumer happiness," Journal of Business Research, Elsevier, vol. 169(C).
    12. Bong-Goon Seo & Do-Hyung Park, 2020. "The Effective Type of Information Categorization in Online Curation Service Depending on Psychological Ownership," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    13. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    14. Gielens, Katrijn & Steenkamp, Jan-Benedict E.M., 2019. "Branding in the era of digital (dis)intermediation," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 367-384.
    15. Bettiga, Debora & Lamberti, Lucio & Noci, Giuliano, 2017. "Do mind and body agree? Unconscious versus conscious arousal in product attitude formation," Journal of Business Research, Elsevier, vol. 75(C), pages 108-117.
    16. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    17. Johannes D. Hattula & Walter Herzog & Ravi Dhar, 2023. "The impact of touchscreen devices on consumers’ choice confidence and purchase likelihood," Marketing Letters, Springer, vol. 34(1), pages 35-53, March.
    18. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    19. Chandukala, Sandeep R. & Dotson, Jeffrey P. & Liu, Qing, 2017. "An Assessment of When, Where and Under What Conditions In-Store Sampling is Most Effective," Journal of Retailing, Elsevier, vol. 93(4), pages 493-506.
    20. Nikolaus Franke & Martin Schreier & Ulrike Kaiser, 2010. "The "I Designed It Myself" Effect in Mass Customization," Management Science, INFORMS, vol. 56(1), pages 125-140, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:fomiid:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/fommmde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.