J 2025

A decision support model for online marketing investment decisions

WALECZEK ZOTYKOVÁ, Lucie

Basic information

Original name

A decision support model for online marketing investment decisions

Authors

Edition

International Journal of Management and Decision Making, 2025, 1462-4621

Other information

Language

English

Type of outcome

Article in a journal

Field of Study

50204 Business and management

Country of publisher

United Kingdom of Great Britain and Northern Ireland

Confidentiality degree

is not subject to a state or trade secret

References:

Organization unit

School of Business Administration in Karvina

DOI

Keywords in English

COVID-19 pandemic; decision support; e-commerce; changes in shopping behaviour; online marketing; regression modelling; search engines; simulation; small and medium companies; social networks.

Tags

International impact, Reviewed
Changed: 25/3/2025 11:50, Miroslava Snopková

Abstract

V originále

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.