The Relationship of Brands’ Advertising Campaigns and Consumers’ Digital Shopping Frenzy Behavior: A Review For Big Sale Days
Özet
This study by Tuğba Yeğin investigates the criteria evaluating consumer brand performance in the Turkish furniture industry within the Marketing 4.0 era and ranks three major brands using a combined multi-criteria decision-making framework. Based on 789 consumer survey responses, the Analytic Hierarchy Process (AHP) was applied to calculate the importance weights of nine performance dimensions. The findings demonstrate that Co-Creation (0.19) and Pricing (0.19) are the most critical criteria determining brand performance, closely followed by Distribution Channels (0.15) and Promotional Activities (0.12), while product quality, product variety, brand trust and loyalty, after-sales service, and payment options received lower priority weights. Following the AHP analysis, the TOPSIS method was executed using evaluations from 40 furniture industry experts to compare three leading Turkish furniture manufacturers—Brand X, Brand Y, and Brand Z—that adapt to Marketing 4.0 transformations across physical and digital distribution channels. The TOPSIS results reveal that Brand Y achieves the highest performance score of 0.99745, significantly outperforming Brand Z (0.03076) and Brand X (0.00513). Brand Y’s leading position is attributed to its strong implementation of two-way consumer interaction, Big Data software for dynamic pricing, and allocating 70% of its advertising budget to digital media rather than traditional outlets.
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