@article {856,
	title = {Optimising sustainable digital branding through big data: an analysis of the real estate sector across six continents},
	journal = {International Journal of Internet Marketing and Advertising},
	volume = {To appear},
	year = {2025},
	abstract = {<p>This research investigates effective strategies for optimising corporate digital brand name and reducing digital marketing costs in the real estate industry by leveraging consumer behavioural data from social media and websites, alongside technical performance metrics. Data were collected over 18 months from 10 globally leading real estate companies operating across six continents, using advanced web and social media analytics tools. The first phase of the study focused on extracting behavioural big data and technical metrics, which were subjected to correlation and regression analyses. In the second phase, an agent-based model (ABM) was developed to simulate consumer behaviour and predict digital brand performance and cost savings. Key findings underscore the synergistic potential of integrating social media and search engine advertisements to enhance brand visibility and surpass competitors. Additionally, reducing organic and paid traffic costs requires optimising website design with concise, user-focused content on landing pages to ensure faster response times. This studys predictive framework bridges the gap between big data analytics and sustainable branding, offering actionable insights for real estate practitioners to align their strategies with evolving consumer demands and environmental goals.</p>
},
	keywords = {big data, digital brand name, digital costs, digital marketing, real estate, web analytics},
	issn = {1741-8100},
	doi = {10.1504/IJIMA.2025.10071886},
	author = {Reklitis, Dimitrios P. and Terzi, Marina C. and Sakas, Damianos P. and Vassilakis, Costas}
}
@article {811,
	title = {The Effects of Logistics Websites{\textquoteright} Technical Factors on the Optimization of Digital Marketing Strategies and Corporate Brand Name},
	journal = {Processes},
	volume = {10},
	year = {2022},
	month = {may},
	pages = {892},
	keywords = {advertising, big data, brand name, competitive advantage, digital marketing, logistics, predictive model, SEM, user engagement, web analytics},
	doi = {https://doi.org/10.3390/pr10050892},
	url = {https://www.mdpi.com/2227-9717/10/5/892},
	author = {Damianos P. Sakas and Dimitrios P. Reklitis and Panagiotis Trivellas and Costas Vassilakis and Marina C. Terzi}
}
@article {817,
	title = {Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry},
	journal = {Journal of Theoretical and Applied Electronic Commerce Research},
	volume = {17},
	year = {2022},
	month = {oct},
	pages = {1383{\textendash}1408},
	abstract = {<p>The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating websites and social media big data? The authors of this research utilize web analytics and big data to build an innovative methodology in an effort to address this issue. After the data collection, statistical analysis was implemented, followed by a fuzzy cognitive map and an agent-based simulation model in order to illustrate the usage of social media and user experience in multichannel marketing. The findings suggest that, in contrast to the websites of other industries, such as logistics, where customers want to finish their inquiries as quickly as possible and leave the webpage, it is advantageous for tourism websites to keep customers{\textquoteright} attention moreon their website in order to increasevisibility. Additionally, the research further highlights the importance of personalization and user-engagement content to e-WOM, suggesting to tourism businesses to encourage posts made by customers and employees.</p>
},
	keywords = {advertising, big data, brand, digital marketing, e-WOM, hospitality, multichannel, social media, tourism, web analytics},
	doi = {10.3390/jtaer17040070},
	url = {https://www.mdpi.com/0718-1876/17/4/70},
	author = {Damianos P. Sakas and Dimitrios P. Reklitis and Marina C. Terzi and Costas Vassilakis}
}
