Big data contribution in desktop and mobile devices comparison, regarding airlines’ digital brand name effect

Abstract

Rising demand for optimized digital marketing strategies has led firms in a hunt to harvest every possible aspect indicating users’ experience and preference. People visit, regularly through the day, numerous websites using both desktop and mobile devices. For businesses to acknowledge device’s usage rates is extremely important. Thus, this research is focused on analyzing each de-vice’s usage and their effect on airline firms’ digital brand name. In the first phase of the research, we gathered web data from 10 airline firms during an observation period of 180 days. We then proceeded in developing an exploratory model using Fuzzy Cognitive Mapping, as well as a pre-dictive and simulation model using Agent-Based Modeling. We inferred that various factors of air-lines’ digital brand name are affected by both desktop and mobile usage, with mobile usage having a slightly bigger impact on most of them, with gradually rising values. Desktop device usage also appeared to be quite significant, especially in traffic coming from referral sources. The paper’s contribution has been to provide a handful of time-accurate insights for marketeers, regarding airlines’ digital marketing strategies.