The Effects of Cryptocurrency Trading Websites on Airlines' Advertisement Campaigns

【Author】 Sakas, Damianos P.; Giannakopoulos, Nikolaos T.; Reklitis, Dimitrios P.; Dasaklis, Thomas K.

【Source】JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH

【影响因子】5.318

【Abstract】In future years, airline companies will be leaning more and more towards cryptocurrencies to implement their digital marketing strategies as leaders seek to gain an understanding of the factors affecting airlines' visibility parameters. Cryptocurrency investment websites are currently experiencing rising demand, making them an appropriate site for paid advertisements. The above factors suggest the need for airlines to harvest cryptocurrency investment and platform users in their favour. To this end, it can be beneficial for airlines' web promotions to link certain web analytics metrics to cryptocurrency trading site metrics. For research purposes, web analytics data were monitored and gathered for 2 consecutive years from 10 globally leading cryptocurrency trading companies and 10 airline websites. A three-stage model was adopted by the authors. In the first stage, statistical analysis was implemented using cryptocurrency and airline metrics, followed by fuzzy cognitive mapping and agent-based modelling stages. The findings of the study indicate that engagement with cryptocurrency trading websites has a positive impact on airline websites' global ranking and visibility parameters. The outcomes of this research provide noteworthy digital marketing strategies which can be addressed by airline companies to increase their website visitors and optimise visibility parameters with the assistance of cryptocurrency trading websites.

【Keywords】blockchain; cryptocurrency; big data; web analytics; e-commerce; airlines; digital marketing; strategy; fuzzy cognitive mapping; agent-based modelling

【发表时间】2021 DEC

【收录时间】2022-01-09

【文献类型】期刊

【主题类别】

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