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Sustainability
Volume 14
Issue 6
10.3390/su14063616
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Article

The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis

by
Damianos P. Sakas
,
Ioannis Dimitrios G. Kamperos
*,
Dimitrios P. Reklitis
,
Nikolaos T. Giannakopoulos
,
Dimitrios K. Nasiopoulos
,
Marina C. Terzi
and
Nikos Kanellos
Business Information and Communication Technologies in Value Chains (BICTEVAC) Laboratory, Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece
*
Author to whom correspondence should be addressed.
Sustainability 2022, 14(6), 3616; https://doi.org/10.3390/su14063616
Submission received: 28 January 2022 / Revised: 2 March 2022 / Accepted: 16 March 2022 / Published: 19 March 2022
(This article belongs to the Special Issue Crowd-Powered e-Services)
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Abstract

Crises are always challenging for banking systems. In the case of COVID-19, centralized payment networks and FinTech companies’ websites have been affected by user behavior globally. As a result, there is ample opportunity for marketing managers and professionals to focus on big data from FinTech websites. This can contribute to a better understanding of the variables impacting their brand name and how to manage risk during crisis periods. This research is divided into three stages. The first stage presents the web analytics and the data retrieved from the FinTech platforms. The second stage illustrates the statistical analysis and the fuzzy cognitive mapping (FCM) performed. In the final stage, an agent-based model is outlined in order to simulate and forecast a company’s brand name visibility and user behavior. The results of this study suggest that, during crises, centralized payment networks (CPNs) and FinTech companies with high organic traffic tend to convert new visitors to actual “customers”.
Keywords: crowdsourcing; web analytics; fuzzy cognitive mapping; crisis management; innovation; knowledge sharing; customer behavior; advertisement; big data crowdsourcing; web analytics; fuzzy cognitive mapping; crisis management; innovation; knowledge sharing; customer behavior; advertisement; big data

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MDPI and ACS Style

Sakas, D.P.; Kamperos, I.D.G.; Reklitis, D.P.; Giannakopoulos, N.T.; Nasiopoulos, D.K.; Terzi, M.C.; Kanellos, N. The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis. Sustainability 2022, 14, 3616. https://doi.org/10.3390/su14063616

AMA Style

Sakas DP, Kamperos IDG, Reklitis DP, Giannakopoulos NT, Nasiopoulos DK, Terzi MC, Kanellos N. The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis. Sustainability. 2022; 14(6):3616. https://doi.org/10.3390/su14063616

Chicago/Turabian Style

Sakas, Damianos P., Ioannis Dimitrios G. Kamperos, Dimitrios P. Reklitis, Nikolaos T. Giannakopoulos, Dimitrios K. Nasiopoulos, Marina C. Terzi, and Nikos Kanellos. 2022. "The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis" Sustainability 14, no. 6: 3616. https://doi.org/10.3390/su14063616

APA Style

Sakas, D. P., Kamperos, I. D. G., Reklitis, D. P., Giannakopoulos, N. T., Nasiopoulos, D. K., Terzi, M. C., & Kanellos, N. (2022). The Effectiveness of Centralized Payment Network Advertisements on Digital Branding during the COVID-19 Crisis. Sustainability, 14(6), 3616. https://doi.org/10.3390/su14063616

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