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Predicting the relationship between consumer buying behavior (CBB) and consumption metaphor (CM) through machine learning (ML)

Management and Marketing · Mart 2025

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YÖKSİS Kayıtları
Predicting the relationship between consumer buying behavior (CBB) and consumption metaphor (CM) through machine learning (ML)
Management & Marketing · 2025 ESCI
Doç. Dr. ALAADDİN SELÇUK KÖYLÜOĞLU →
YÖKSİS ISSN Eşleşmesi

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YÖKSİS Kayıtları — ISSN Eşleşmesi
Predicting the relationship between consumer buying behavior (CBB) and consumption metaphor (CM) through machine learning (ML)
2025 ISSN: 1842-0206 ESCI
Doç. Dr. ALAADDİN SELÇUK KÖYLÜOĞLU →

Makale Bilgileri

Dergi Management and Marketing
ISSN18420206
Yayın TarihiMart 2025
Cilt / Sayfa20 · 35-51
DOI10.2478/mmcks-2025-0001
Scopus ID2-s2.0-105009359950
Erişim🔓 Açık Erişim
Özet The use of machine learning (ML) in the field of marketing has recently gained momentum in parallel with the development of technology. ML not only enables customers to predict their digital actions but also supports targeting the right customers with the best content at the right time. The study aims to predict the relationship between consumer buying behavior (CBB) and consumption metaphor (CM) through ML. In this context, the application of the study was built on two scenarios. In the first scenario, CBB is associated with the CM to confirm the ML estimation. In the second scenario, it is aimed that ML both predicts CBB and estimates and confirms the effect of CM on CBB. As a result, the k-nearest neighbors algorithm was able to predict consumers at the rate of 91.02% accuracy and predict consumers who do not intend to have tattoos at the rate of 90.98%. When the CM is considered, ML predicted consumers at the rate of 78.33% accuracy, and predicted consumers who do not tend to buy at the rate of 79%.

Yazarlar (2)

1
Alaaddin Selcuk Koyluoglu
2
Engin Esme

Anahtar Kelimeler

Artificial intelligence Consumer buying behavior Consumption metaphor Machine learning

Kurumlar

Konya Technical University
Konya Turkey
Selçuk Üniversitesi
Selçuklu Turkey
Scimago Dergi (ISSN Eşleşmesi)
Management and Marketing
Q3 OA
SJR Skoru0,367
H-Index29
YayıncıSpringer International Publishing
ÜlkeSwitzerland
Business, Management and Accounting (miscellaneous) (Q3)
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Metrikler

1
Atıf
2
Yazar
4
Anahtar Kelime

Sistemimizdeki Yazarlar

AK
ALAADDİN SELÇUK KÖYLÜOĞLU
Doç. Dr.

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