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dc.contributor.authorFiliz, Gözde
dc.contributor.authorÇakar, Tuna
dc.contributor.authorSoyaltın, Tuğçe Ezgi
dc.contributor.authorGirişken, Yener
dc.contributor.authorTürkyılmaz, Ceyda Aysuna
dc.date.accessioned2023-11-16T05:39:47Z
dc.date.available2023-11-16T05:39:47Z
dc.date.issued2023en_US
dc.identifier.citationFiliz, G., Çakar, T., Soyaltın, T. E., Girişken, Y., & Türkyılmaz, C. A. (2023, October). Analyzing Consumer Behavior: The Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement. In 2023 Innovations in Intelligent Systems and Applications Conference (ASYU) (pp. 1-6). IEEE.en_US
dc.identifier.isbn979-8-3503-0659-0
dc.identifier.issn2770-7946
dc.identifier.urihttps://doi.org/10.1109/ASYU58738.2023.10296776
dc.identifier.urihttps://hdl.handle.net/20.500.11779/2118
dc.description.abstractThis study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in consumers, is used in advertisements, which can have a significant impact on brand perception and consumer engagement. Firstly, a model focusing on chocolate consumption was developed and tested. The model yields significant outcomes. Secondly, a model based on retro music ad viewing status was developed and tested. Significant potential findings were obtained. This study emphasizes the applicability of effective classification models that can be used to understand and predict consumer behaviors, yielding significant outcomes.en_US
dc.language.isoengen_US
dc.publisherIEEEen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectTechnological innovationen_US
dc.subjectAnalytical modelsen_US
dc.subjectConsumer behavioren_US
dc.subjectFocusingen_US
dc.subjectPredictive modelsen_US
dc.subjectIntelligent systemsen_US
dc.subjectneuromarketingen_US
dc.subjectretro musicen_US
dc.titleAnalyzing consumer behavior: the impact of retro music in advertisements on a chocolate brand and consumer engagementen_US
dc.typeconferenceObjecten_US
dc.relation.journal2023 Innovations in intelligent systems and applications conference (ASYU)en_US
dc.departmentMühendislik Fakültesi, Bilgisayar Mühendisliği Bölümüen_US
dc.authoridTuna Çakar / 0000000185947399en_US
dc.identifier.startpage1en_US
dc.identifier.endpage6en_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.description.scopusid2-s2.0-85178286973en_US
dc.contributor.institutionauthorFiliz, Gözde
dc.contributor.institutionauthorÇakar, Tuna
dc.identifier.doi10.1109/ASYU58738.2023.10296776en_US
dc.description.PublishedMonthEkimen_US


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