Publication detail

Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development

SCHÜLLER, D. DOUBRAVSKÝ, K.

Original Title

Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development

Type

journal article in Web of Science

Language

English

Original Abstract

The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.

Keywords

micro-enterprises; marketing communication; green advertising; sustainable development; verbal description; fuzzy similarity

Authors

SCHÜLLER, D.; DOUBRAVSKÝ, K.

Released

30. 9. 2019

Publisher

MDPI

Location

Basel, Switzerland

ISBN

2071-1050

Periodical

Sustainability

Year of study

11

Number

19

State

Swiss Confederation

Pages from

1

Pages to

15

Pages count

15

URL

https://www.mdpi.com/2071-1050/11/19/5422

Full text in the Digital Library

http://hdl.handle.net/11012/180813

BibTex

@article{BUT159014,
  author="David {Schüller} and Karel {Doubravský}",
  title="Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development",
  journal="Sustainability",
  year="2019",
  volume="11",
  number="19",
  pages="1--15",
  doi="10.3390/su11195422",
  issn="2071-1050",
  url="https://www.mdpi.com/2071-1050/11/19/5422"
}