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

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dc.contributor.authorSchüller, Davidcs
dc.contributor.authorDoubravský, Karelcs
dc.coverage.issue19cs
dc.coverage.volume11cs
dc.date.accessioned2020-08-04T11:01:30Z
dc.date.available2020-08-04T11:01:30Z
dc.date.issued2019-09-30cs
dc.description.abstractThe 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.en
dc.formattextcs
dc.format.extent1-15cs
dc.format.mimetypeapplication/pdfcs
dc.identifier.citationSustainability. 2019, vol. 11, issue 19, p. 1-15.en
dc.identifier.doi10.3390/su11195422cs
dc.identifier.issn2071-1050cs
dc.identifier.other159014cs
dc.identifier.urihttp://hdl.handle.net/11012/180813
dc.language.isoencs
dc.publisherMDPIcs
dc.relation.ispartofSustainabilitycs
dc.relation.urihttps://www.mdpi.com/2071-1050/11/19/5422cs
dc.rightsCreative Commons Attribution 4.0 Internationalcs
dc.rights.accessopenAccesscs
dc.rights.sherpahttp://www.sherpa.ac.uk/romeo/issn/2071-1050/cs
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/cs
dc.subjectmicro-enterprisesen
dc.subjectmarketing communicationen
dc.subjectgreen advertisingen
dc.subjectsustainable developmenten
dc.subjectverbal descriptionen
dc.subjectfuzzy similarityen
dc.titleFuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Developmenten
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
sync.item.dbidVAV-159014en
sync.item.dbtypeVAVen
sync.item.insts2020.08.04 13:01:30en
sync.item.modts2020.08.04 12:40:37en
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav managementucs
thesis.grantorVysoké učení technické v Brně. Fakulta podnikatelská. Ústav informatikycs
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