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

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  • Author(s): Schüller, David; Doubravský, Karel
  • Document Type:
    Electronic Resource
  • Online Access:
    http://hdl.handle.net/11012/180813
    https://www.mdpi.com/2071-1050/11/19/5422
    Sustainability
    https://www.mdpi.com/2071-1050/11/19/5422
  • Additional Information
    • Publisher Information:
      MDPI 2019-09-30
    • Abstract:
      The 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.
    • Subject Terms:
      micro-enterprises; marketing communication; green advertising; sustainable development; verbal description; fuzzy similarity
    • Availability:
      Open access content. Open access content
      http://creativecommons.org/licenses/by/4.0
      openAccess
      http://www.sherpa.ac.uk/romeo/issn/2071-1050
      Creative Commons Attribution 4.0 International
    • Note:
      19
      11
      English
    • Other Numbers:
      CZBUT oai:https://dspace.vut.cz:11012/180813
      Sustainability. 2019, vol. 11, issue 19, p. 1-15.
      2071-1050
      159014
      10.3390/su11195422
      0000-0002-4677-8665
      0000-0002-6882-1046
      GLR-2336-2022
      56067188800
      1427103393
    • Contributing Source:
      BRNO UNIV OF TECHNOL
      From OAIster®, provided by the OCLC Cooperative.
    • Accession Number:
      edsoai.on1427103393
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