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Feedback Analysis for Digital Marketing in India: Empirical Study on Amazon.in, Flipkart, and Snapdeal
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Author(s): Biswajit Biswas (Department of Business Administration, University of Kalyani, India), Manas Kumar Sanyal (Department of Business Administration, University of Kalyani, India)and Tuhin Mukherjee (Department of Business Administration, University of Kalyani, India)
Copyright: 2021
Volume: 11
Issue: 1
Pages: 11
Source title:
International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.2021010105
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Abstract
In the context of fastest growing Indian online market, the big players like Amazon.in, Flipkart.com, Snapdeal.com, etc. are in a competitive journey to expand their market share. This paper is an attempt in modelling customer feedback for the said e-market players. The paper uses feed forward neural networks with maximum two hidden layers and back propagation kind of supervised learning algorithm. The paper found satisfactory level of success and concludes usefulness of customer feedback for both customers (for purchase decision) and marketers (for product development) points of view. It is a footstep and opens a new research challenge for the post-COVID era of business.
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