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Agriculture is essential to any country's economy. Agriculture is crucial not only for feeding a country's population but also for its impact on other businesses. The paradox of agri-food companies generating substantial profits despite seemingly high product prices is explored in this article, focusing on the role of digital marketing within the agri-food industry. Enhanced digital marketing performance leads to efficient advertising campaigns, through reduced advertising costs and increased resource efficiency. To do so, the authors collected web analytical data from five established agri-food firms with the highest market capitalization. Then, linear regression and correlation analyses were used, followed by the utilization of fuzzy cognitive mapping (FCM) modeling. The analysis revealed that increased traffic through search sources is associated with reduced advertising costs. Additionally, enhanced website engagement contributes to lower advertising expenses, emphasizing the optimization of the user experience. However, it has been discovered that allocating funds for social media advertising eventually results in higher expenses with higher website-abandoning rate. Ultimately, successful management of the balance between product costs and profitability in the agri-food sector lies on the increased use of search sources and greatly reducing the use of social media sources. [ABSTRACT FROM AUTHOR]

In the agri-food industry, strategic digital branding and digital marketing are essential for maintaining competitiveness. This study examines the economic dynamics and impact of desktop and mobile customer analytics on digital branding strategies within the sector. Through a comprehensive literature review, this research utilizes empirical evidence to validate hypotheses regarding the influence of desktop and mobile analytics metrics on key digital branding metrics and value creation. This study explores various branding indicators by utilizing descriptive statistics, correlation analyses, regression models, and fuzzy cognitive mapping (FCM). The findings reveal significant correlations between desktop and mobile analytics and digital branding outcomes, underscoring the critical role of digital analytics and Decision Support Systems (DSSs) in shaping modern branding strategies in the agri-food industry. This study highlights the economic implications of desktop and mobile customer analytics on digital branding, providing insights to enhance market performance and foster sustainable growth in the agri-food sector. [ABSTRACT FROM AUTHOR]

In the dynamic landscape of today's digitized markets, organizations harness the power of vast and swiftly accessible data to glean invaluable insights. A significant portion of this data emanates from user behavior on business websites. Unraveling the intricacies of this user behavior has become paramount for businesses, serving as the compass guiding the adaptation and evolution of their digital marketing strategies. Embarking on an exploration of this digital frontier, our study delves into the virtual domains of enterprises entrenched in the supply chain sector of the Greek economy. The spotlight falls upon four dominant transportation firms of the Greek supply chain sector, to unravel the relationship between their website activities and the prediction of their stock market prices. Our analytical tools, adorned with sophisticated statistical methodologies, embracing normality tests, correlations, ANOVA, linear regressions and the utilization of regression residual tests were deployed with precision. As the analytical methodology was deployed, a revelation emerged: The digital footprints left by customers on the virtual domains of supply chain firms provided the ability to predict and influence stock prices. Metrics such as bounce rates, the influx of new visitors and the average time on websites emerged as important factors, that could predict the fluctuations in the stock prices of these Greek supply chain firms. Web analytics have been discerned as a determining factor for predicting the course of transportation firms' stock prices. It serves as a clarion call for global scrutiny, inviting scholars and practitioners alike to scrutinize analogous firms on a global canvas. In this convergence of virtual footprints and financial trajectories lies not just a revelation for today but a harbinger of insights that resonate far beyond the digital borders of the Hellenic transportation sector. [ABSTRACT FROM AUTHOR]

Due to the volatility of the markets and the ongoing crises (COVID-19, the Ukrainian war, etc.), investors are keen to exploit any potential chances to make profits. For this reason, the idea of harvesting data from cryptocurrency market users takes an innovative step. Potential investors in supply chain firms in the fertilizer industry need to know whether the observation of data originating from the cryptocurrency market is capable of explaining their stock price variation. The authors identify the innovative utilization of cryptocurrency markets' user analytical data to model and predict the stock price of supply chain firms in the fertilizer industry stock price. The main aim of this research is to evaluate the contribution of cryptocurrency market big data as a predicting factor for the stock price of fertilizer market firms. Such a finding improves the knowledge and decision-making of potential investors in the fertilizer market. Moreover, this study seeks to highlight the benefits of utilizing cryptocurrency market big data for other financial purposes, apart from stock price prediction. The analytical data was derived from cryptocurrency websites and applications and was then processed through statistical analysis (correlation and linear regressions), Fuzzy Cognitive Maps (FCM), and Hybrid Modeling (HM) modeling. The hybrid model's simulation showed that analytical data from the cryptocurrency markets tend to explain and predict the stock price of supply chain firms in the fertilizer industry. Such data refer to Bitcoin's website organic keywords and traffic costs, as well as paid traffic costs from cryptocurrency trade websites/apps. A rise in Bitcoin and cryptocurrency trade websites' organic and paid traffic costs tend to increase supply chain firms in the fertilizer industry's stock prices, while Bitcoin's website organic keywords variation decreases accordingly. [ABSTRACT FROM AUTHOR]

Recent developments in blockchain technology have enabled the development of wallet applications for storing peoples' cryptocurrency reserves. Cryptocurrency wallet applications could deploy affiliate marketing processes to increase the visibility of their products. From these affiliate marketing processes, supply chain firms in the air forwarding sector that seek to advertise their services to a larger audience could be benefited. This research examines whether affiliate marketing initials of cryptocurrency wallet applications affect their digital marketing efficiency, as well as whether air forwarding firms' website visibility could be benefited from them. After collecting the required Web Analytic data, the authors performed statistical analysis (correlations and linear regressions), followed by Fuzzy Cognitive Mapping (FCM) macroanalysis and Hybrid Modeling (HM) microanalysis to assess the outcomes of cryptocurrency wallet applications' affiliate marketing programs. Hence, from the deployed methodology, valuable insights arose. The first part of the produced outcomes concerns the effect of cryptocurrency wallet application affiliate marketing metrics on their digital marketing results. The increased implications of affiliate marketing metrics (referring domains, backlinks, etc.) decrease the number of pages their visitors see. Regarding the air forwarder firms' website visibility, specific metrics (branded and referral traffic) were increased and others (social traffic) were decreased from the increment of cryptocurrency wallet application affiliate marketing metrics (backlinks, internal links, etc.). Supply chain firms, in the air forwarding sector, could have increased website visibility by deploying advertisements and affiliate marketing initiatives with cryptocurrency wallet organizations. Summing up, specific affiliate marketing metrics of cryptocurrency wallet applications are capable of significantly impacting their digital marketing performance and also constitute determinant factors of supply chain firms' website visibility. [ABSTRACT FROM AUTHOR]