Manuscript Number : SHISRRJ122575

Leveraging Cross-Platform Consumer Intelligence for Insight-Driven Creative Strategy

Authors(5) :-Omolola Temitope Kufile, Bisayo Oluwatosin Otokiti, Abiodun Yusuf Onifade, Bisi Ogunwale, Chinelo Harriet Okolo

In today's fragmented digital ecosystem, consumer engagement unfolds across a multitude of platforms, making it increasingly vital for brands to harness cross-platform consumer intelligence. This paper explores how unified data from social media, CRM systems, web analytics, and third-party data marketplaces can be operationalized for developing insight-driven creative strategies. By employing an integrated methodology that combines behavioral analysis, sentiment mining, and machine learning-based segmentation, the study investigates how organizations can create content that resonates across diverse customer touchpoints. The research leverages both proprietary and publicly available datasets to model audience behavior, employing a hybrid approach of supervised and unsupervised learning algorithms to distill actionable insights. Results indicate a significant uplift in campaign performance and engagement metrics when creative strategies are aligned with real-time consumer intelligence. This paper contributes to the discourse on data-driven marketing by demonstrating the strategic value of cross-platform integration in enhancing message relevance and brand-consumer alignment.

Authors and Affiliations

Omolola Temitope Kufile
Amazon Advertising, United States
Bisayo Oluwatosin Otokiti
Department of Business and Entrepreneurship, Kwara State University, Nigeria
Abiodun Yusuf Onifade
Independent Researcher, California, USA
Bisi Ogunwale
Independent Researcher, Canada
Chinelo Harriet Okolo
First Security Discount House (FSDH), Marina, Lagos state, Nigeria

Cross-Platform Intelligence, Consumer Behavior, Creative Strategy, Sentiment Mining, Audience Segmentation, Engagement Analytics

  1. K.Y. Goh, C.-S. Heng, and Z. Lin, “Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content,” Inf. Syst. Res., vol. 24, no. 1, pp. 88–107, Mar. 2013, doi: 10.1287/isre.1120.0469.
  2. A. E. Onalaja and B. O. Otokiti, “The Power of Media Sponsorships in Entertainment Marketing: Enhancing Brand Recognition and Consumer Engagement,” 2023, Online]. Available: https://www.researchgate.net/profile/Anfo-Pub-2/publication/391453377_The_Power_of_Media_Sponsorships_in_Entertainment_Marketing_Enhancing_Brand_Recognition_and_Consumer_Engagement/links/6818cd80bfbe974b23c305e5/The-Power-of-Media-Sponsorships-in-Entertainment-Marketing-Enhancing-Brand-Recognition-and-Consumer-Engagement.pdf
  3. L. N. Vempaty, “Unleashing Virality: A Data-Driven Exploration of Video Content Success through AI and ML Integration on Social Media Platforms Lakshmi Namratha Vempaty, New York University, namvempaty1330@ gmail. com Contact No:+ 1 (646) 897-5665 ORCID: 0009-0005-8426-8577”, Online]. Available: http://ijte.uk/archive/2023/Unleashing-Virality-A-Data-Driven-Exploration-of-Video-Content-Success-through-AI-and-ML-Integration-on-Social-Media-Platforms.pdf
  4. E. Nichifor et al., “Utilising artificial intelligence to turn reviews into business enhancements through sentiment analysis,” Electronics, vol. 12, no. 21, p. 4538, 2023.
  5. Ezinne C Chukwuma-Eke, Olakojo Yusuff Ogunsola, Ngozi Joan Isibor, “A Conceptual Framework for Ensuring Financial Transparency in Joint Venture Operations in the Energy Sector.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=sJAYP0YAAAAJ&cstart=20&pagesize=80&citation_for_view=sJAYP0YAAAAJ:_FxGoFyzp5QC
  6. M. G. Russell, “A Call for Creativity in New Metrics for Liquid Media,” J. Interact. Advert., vol. 9, no. 2, pp. 44–61, Mar. 2009, doi: 10.1080/15252019.2009.10722155.
  7. Adesemoye O.E., Chukwuma-Eke E.C., Lawal C.I., Isibor N.J., Akintobi A.O., Ezeh F.S., “A Conceptual Framework for Integrating Data Visualization into Financial Decision- Making for Lending Institutions.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=Zm0csPMAAAAJ&authuser=1&citation_for_view=Zm0csPMAAAAJ:hqOjcs7Dif8C
  8. D. Rogers, “A multi-disciplinary co-design approach to social media sensemaking with text mining,” PhD Thesis, Cardiff University, 2021. Online]. Available: https://orca.cardiff.ac.uk/id/eprint/143726/
  9. A. A. Abayomi, B. C. Ubanadu, A. I. Daraojimba, O. A. Agboola, E. Ogbuefi, and S. Owoade, “A Conceptual Framework for Real-Time Data Analytics and Decision-Making in Cloud-Optimized Business Intelligence Systems,” Iconic Res. Eng. J., vol. 5, no. 9, pp. 713–722, Mar. 2022.
  10. D. B. Dhiman, “A Paradigm Shift in the Entertainment Industry in the Digital Age: A Critical Review,” Available SSRN 4479247, 2023, Online]. Available: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4479247
  11. A. Radaideh and F. Dweiri, “Sentiment Analysis Predictions in Digital Media Content using NLP Techniques.,” Int. J. Adv. Comput. Sci. Appl., vol. 14, no. 11, 2023, Online]. Available: https://search.ebscohost.com/login.aspx?direct=true&profile=ehost&scope=site&authtype=crawler&jrnl=2158107X&AN=174053635&h=EoHdTZTHmb1n0YcMmiKe8KGPt3%2BbxWVA5hwTFnRWu5uqJaROcuQFks%2FyPTI4dl0JA9GkURBOF0CEsHD7r9zdLg%3D%3D&crl=c
  12. F. Mehraliyev, I. C. C. Chan, and A. P. Kirilenko, “Sentiment analysis in hospitality and tourism: a thematic and methodological review,” Int. J. Contemp. Hosp. Manag., vol. 34, no. 1, pp. 46–77, 2022.
  13. O. O. George, R. E. Dosumu, and C. O. Makata, “Integrating Multi-Channel Brand Communication: A Conceptual Model for Achieving Sustained Consumer Engagement and Loyalty,” Int. J. Manag. Organ. Res., vol. 2, no. 1, pp. 254–260, 2023, doi: 10.54660/IJMOR.2023.2.1.254-260.
  14. K. B. Ahmed, A. Radenski, M. Bouhorma, and M. B. Ahmed, “Sentiment analysis for smart cities: state of the art and opportunities,” in Proceedings on the international conference on internet computing (ICOMP), The Steering Committee of The World Congress in Computer Science, Computer …, 2016, p. 55. Online]. Available: https://search.proquest.com/openview/8897dc1c4858b3271a2e009a280a6288/1?pq-origsite=gscholar&cbl=1976348
  15. J. O. Ojadi, E. C. Onukwulu, C. S. Odionu, and O. A. Owulade, “Leveraging IoT and Deep Learning for Real-Time Carbon Footprint Monitoring and Optimization in Smart Cities and Industrial Zones,” vol. 6, no. 11, 2023.
  16. O. J. Esan, O. T. Uzozie, O. Onaghinor, G. O. Osho, and J. O. Omisola, “Leading with Lean Six Sigma and RPA in High-Volume Distribution: A Comprehensive Framework for Operational Excellence,” Int. J. Multidiscip. Res. Growth Eval., vol. 4, no. 1, pp. 1158–1164, 2023, doi: 10.54660/.IJMRGE.2023.4.1.1158-1164.
  17. I. Oyeyipo et al., “A Conceptual Framework for Transforming Corporate Finance Through Strategic Growth, Profitability, and Risk Optimization,” Int. J. Adv. Multidiscip. Res. Stud., vol. 3, no. 5, pp. 1527–1538, Oct. 2023, doi: 10.62225/2583049X.2023.3.5.3915.
  18. A. Sundaram, H. Subramaniam, S. H. Ab Hamid, and A. M. Nor, “A systematic literature review on social media slang analytics in contemporary discourse,” IEEE Access, vol. 11, pp. 132457–132471, 2023.
  19. C. Ziakis and M. Vlachopoulou, “Artificial intelligence in digital marketing: Insights from a comprehensive review,” Information, vol. 14, no. 12, p. 664, 2023.
  20. O. Ilori, C. I. Lawal, S. C. Friday, N. J. Isibor, and E. C. Chukwuma- Eke, “A Framework for Environmental, Social, and Governance (ESG) Auditing: Bridging Gaps in Global Reporting Standards,” Int. J. Soc. Sci. Except. Res., vol. 2, no. 1, pp. 231–248, 2023, doi: 10.54660/IJSSER.2023.2.1.231-248.
  21. N. J. Isibor, C. Paul-Mikki Ewim, A. I. Ibeh, E. M. Adaga, N. J. Sam-Bulya, and G. O. Achumie, “A Generalizable Social Media Utilization Framework for Entrepreneurs: Enhancing Digital Branding, Customer Engagement, and Growth,” Int. J. Multidiscip. Res. Growth Eval., vol. 2, no. 1, pp. 751–758, 2021, doi: 10.54660/.IJMRGE.2021.2.1.751-758.
  22. K. K. R. R. Aldous, “Audience Analytics of Online Media Organizations: A Cross-Platform and Multi-News Outlet Study of the Factors Affecting User Engagement of Social Media Content,” PhD Thesis, Hamad Bin Khalifa University (Qatar), 2021. Online]. Available: https://search.proquest.com/openview/f119e5f1cae2a2028f3e50ed258e7318/1?pq-origsite=gscholar&cbl=2026366&diss=y
  23. J. O. Ojadi, E. C. Onukwulu, C. S. Odionu, and O. A. Owulade, “Natural Language Processing for Climate Change Policy Analysis and Public Sentiment Prediction: A Data-Driven Approach to Sustainable Decision-Making,” vol. 7, no. 3, 2023.
  24. NJ Sam-Bulya, OP Oyeyemi, AN Igwe, KF Anjorin, SE Ewim, “Omnichannel strategies and their effect on FMCG SME supply chain performance and market growth.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=JD3slFYAAAAJ&pagesize=80&citation_for_view=JD3slFYAAAAJ:P5F9QuxV20EC
  25. E. C. Onukwulu, J. E. Fiemotongha, A. N. Igwe, and C. P. M. Ewim, “Mitigating market volatility: Advanced techniques for enhancing stability and profitability in energy commodities trading,” Int. J. Manag. Organ. Res., vol. 3, no. 1, pp. 131–148, 2023.
  26. Julius Olatunde Omisola, Joseph Oluwasegun Shiyanbola, Grace Omotunde Osho, “A Process Automation Framework for Smart Inventory Control: Reducing Operational Waste through JIRA-Driven Workflow and Lean Practices.” Accessed: May 31, 2025. Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=ZX-Rz3cAAAAJ&citation_for_view=ZX-Rz3cAAAAJ:eQOLeE2rZwMC
  27. C. H. Davis, “Audience value and transmedia products,” Media Innov., pp. 175–190, 2013.
  28. H. N. Durmuş Şenyapar, “Renewable Energy Discourse on Social Media: A CrossPlatform Sentiment Analysis,” 2023, Online]. Available: https://acikerisim.selcuk.edu.tr/items/4b19ca1c-16e5-4fd9-b0f0-e2c124eaa82c
  29. V. Sresth, A. Srivatava, and S. P. Nagavalli, “Predictive Analytics in eCommerce: AI-Driven Insights for Market Trends and Consumer Behavior,” Int. J. AI BigData Comput. Manag. Stud., vol. 2, no. 3, pp. 25–33, 2021.
  30. O. Awoyemi, R. U. Attah, J. O. Basiru, and I. M. Leghemo, “A Technology Integration Blueprint for Overcoming Digital Literacy Barriers in Developing World Educational Systems,” Iconic Res. Eng. J., vol. 7, no. 3, pp. 722–730, Sep. 2023.
  31. K. Coble, J. Ratican, and J. Hutson, “Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior,” Metaverse, vol. 4, no. 2, 2023, Online]. Available: https://digitalcommons.lindenwood.edu/faculty-research-papers/587/
  32. O. Awoyemi, R. U. Attah, J. O. Basiru, and I. M. Leghemo, “A Technology Integration Blueprint for Overcoming Digital Literacy Barriers in Developing World Educational Systems,” Iconic Res. Eng. J., vol. 7, no. 3, pp. 722–730, Sep. 2023.
  33. M. Sheeraz, M. Sajid, Y. Mehmood, M. Irfan, and I. Tahir, “Brand awareness and digital marketing: measurement tools and data analytics for agricultural industry,” J. Arable Crops Mark., vol. 5, no. 1, pp. 37–50, 2023.
  34. A. Farooq, A. B. N. Abbey, and E. C. Onukwulu, “Optimizing Grocery Quality and Supply Chain Efficiency Using AI-Driven Predictive Logistics,” vol. 7, no. 1, 2023.
  35. N. N. Arief and A. B. Pangestu, “Perception and Sentiment Analysis on Empathic Brand Initiative During the COVID-19 Pandemic: Indonesia Perspective,” J. Creat. Commun., vol. 17, no. 2, pp. 162–178, Jul. 2022, doi: 10.1177/09732586211031164.
  36. O. E. Akpe, J. C. Ogeawuchi, A. A. Abayomi, and O. A. Agboola, “Advances in Stakeholder-Centric Product Lifecycle Management for Complex, Multi-Stakeholder Energy Program Ecosystems,” Iconic Res. Eng. J., vol. 4, no. 8, pp. 179–188, Feb. 2021.
  37. N. A. Andrade, G. C. Rainatto, D. G. E. Paschoal, F. R. da Silva, and G. Renovato, “Computational vision and business intelligence in the beauty segment-an analysis through instagram,” J. Mark. Manag., vol. 7, no. 2, pp. 11–17, 2019.
  38. Ekene Cynthia Onukwulu, Mercy Odochi Agho, and Nsisong Louis Eyo-Udo, “Sustainable supply chain practices to reduce carbon footprint in oil and gas,” Glob. J. Res. Multidiscip. Stud., vol. 1, no. 2, pp. 024–043, Dec. 2023, doi: 10.58175/gjrms.2023.1.2.0044.
  39. Adesemoye O.E., Chukwuma-Eke E.C., Lawal C.I., Isibor N.J., Akintobi A.O., Ezeh F.S., “Optimizing SME Banking with Data Analytics for Economic Growth and Job Creation.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=Zm0csPMAAAAJ&authuser=1&citation_for_view=Zm0csPMAAAAJ:WF5omc3nYNoC
  40. A. A. Abayomi, A. C. Mgbame, O. E. Akpe, E. Ogbuefi, and O. O. Adeyelu, “Advancing Equity Through Technology: Inclusive Design of BI Platforms for Small Businesses,” Iconic Res. Eng. J., vol. 5, no. 4, pp. 235–250, Oct. 2021.
  41. T. Andler, “Content Strategies and Consumer Engagement in Social Media,” 2023, Online]. Available: https://www.theseus.fi/handle/10024/817215
  42. E. Ogbuefi, A. C. Mgbame, O. E. Akpe, A. A. Abayomi, and O. O. Adeyelu, “Affordable Automation: Leveraging Cloud-Based BI Systems for SME Sustainability,” Iconic Res. Eng. J., vol. 5, no. 12, pp. 489–505, Jun. 2022.
  43. A. C. H. Tang, “Data driven e-crm model on active online engagement for smes in Malaysia,” 2023, Online]. Available: http://eprints.utar.edu.my/id/eprint/6250
  44. W. S. Basri, “EMOTIONAL DYNAMICS IN VIRAL MARKETING: UNRAVELLING THE IMPACT OF CONTENT, AUDIENCE, PLATFORM, AND TIMING,” Int. J. EBusiness EGovernment Stud., vol. 15, no. 3, pp. 1–22, 2023.
  45. A. Abisoye, “AI Literacy in STEM Education: Policy Strategies for Preparing the Future Workforce,” J. Front. Multidiscip. Res., vol. 4, no. 1, pp. 17–24, 2023, doi: 10.54660/JFMR.2023.4.1.17-24.
  46. B. Guo, Y. Ouyang, T. Guo, L. Cao, and Z. Yu, “Enhancing mobile app user understanding and marketing with heterogeneous crowdsourced data: A review,” IEEE Access, vol. 7, pp. 68557–68571, 2019.
  47. D. Anny, “Optimizing CRM Systems with AI: A Deep Dive into Scalable Software Design,” 2016, Online]. Available: https://www.researchgate.net/profile/Dave-Anny/publication/389516095_Optimizing_CRM_Systems_with_AI_A_Deep_Dive_into_Scalable_Software_Design/links/67c60ecef5cb8f70d5c67e15/Optimizing-CRM-Systems-with-AI-A-Deep-Dive-into-Scalable-Software-Design.pdf
  48. S. Park, S. Strover, J. Choi, and M. Schnell, “Mind games: A temporal sentiment analysis of the political messages of the Internet Research Agency on Facebook and Twitter,” New Media Soc., vol. 25, no. 3, pp. 463–484, Mar. 2023, doi: 10.1177/14614448211014355.
  49. T. Reimer, “Environmental factors to maximize social media engagement: A comprehensive framework,” J. Retail. Consum. Serv., vol. 75, p. 103458, 2023.
  50. J. O. Ojadi, E. C. Onukwulu, C. S. Odionu, and O. A. Owulade, “AI-Driven Predictive Analytics for Carbon Emission Reduction in Industrial Manufacturing: A Machine Learning Approach to Sustainable Production,” Int. J. Multidiscip. Res. Growth Eval., vol. 4, no. 1, pp. 948–960, 2023, doi: 10.54660/.IJMRGE.2023.4.1.948-960.
  51. J. O. Shiyanbola, J. O. Omisola, and G. O. Osho, “An Agile Workflow Management Framework for Industrial Operations: Migrating from Email-Based Systems to Visual JIRA-Kanban Platforms,” 2023, Accessed: May 31, 2025. Online]. Available: https://www.researchgate.net/profile/Joseph-Shiyanbola/publication/392027424_An_Agile_Workflow_Management_Framework_for_Industrial_Operations_Migrating_from_Email-Based_Systems_to_Visual_JIRA-Kanban_Platforms/links/6830e26c8a76251f22e63a24/An-Agile-Workflow-Management-Framework-for-Industrial-Operations-Migrating-from-Email-Based-Systems-to-Visual-JIRA-Kanban-Platforms.pdf
  52. E. B. Seufert, Freemium economics: Leveraging analytics and user segmentation to drive revenue. Elsevier, 2013. Online]. Available: https://books.google.com/books?hl=en&lr=&id=SVP5AQAAQBAJ&oi=fnd&pg=PP1&dq=Cross-platform+intelligence,+consumer+behavior,+creative+strategy,+sentiment+mining,+audience+segmentation,+engagement+analytics&ots=h6ttI4cHnz&sig=-ZhuSNQqtpr8YS4k_TE-_C-BEyo
  53. EC Onukwulu, JE Fiemotongha, AN Igwe, CPM Ewim, “The evolution of risk management practices in global oil markets: Challenges and opportunities for modern traders.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=JD3slFYAAAAJ&pagesize=80&citation_for_view=JD3slFYAAAAJ:UxriW0iASnsC
  54. J. C. Ogeawuchi, O. E. Akpe, A. A. Abayomi, O. A. Agboola, E. Ogbuefi, and S. Owoade, “Systematic Review of Advanced Data Governance Strategies for Securing Cloud-Based Data Warehouses and Pipelines,” Iconic Res. Eng. J., vol. 6, no. 1, pp. 784–794, Jul. 2022.
  55. A. C. Mgbame, O. E. Akpe, A. A. Abayomi, E. Ogbuefi, and O. O. Adeyelu, “Barriers and Enablers of BI Tool Implementation in Underserved SME Communities,” Iconic Res. Eng. J., vol. 3, no. 7, pp. 211–226, Jan. 2020.
  56. L. Klingenberger, S. Shahi, E. Frère, and A. Zureck, “Inclusive Measurement of Public Perception of Corporate Low-Carbon Ambitions: Analysis of Strategic Positioning for Sustainable Development Using Natural Language Processing.,” Int. J. Sustain. Dev. Plan., vol. 17, no. 1, 2022, Online]. Available: https://www.academia.edu/download/96625214/68968.pdf
  57. L. N. Independent Researcher and O. O. George, “International Journal of Management and Organizational Research,” 2023, Online]. Available: https://www.researchgate.net/profile/Anfo-Pub-2/publication/391453623_Integrating_Multi-Channel_Brand_Communication_A_Conceptual_Model_for_Achieving_Sustained_Consumer_Engagement_and_Loyalty/links/6818ce7960241d514022ab67/Integrating-Multi-Channel-Brand-Communication-A-Conceptual-Model-for-Achieving-Sustained-Consumer-Engagement-and-Loyalty.pdf
  58. T. Araujo, J. R. Copulsky, J. L. Hayes, S. J. Kim, and J. Srivastava, “From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape,” J. Advert., vol. 49, no. 4, pp. 428–445, Aug. 2020, doi: 10.1080/00913367.2020.1795756.
  59. J. Hessler, “From Social Content Ratings to Sentiment Analysis: The cultivation and commodification of affective television engagement,” Particip. J. Audience Recept. Stud., vol. 18, no. 2, pp. 269–293, 2021.
  60. S. Sreedharan, Digital Marketing. Lulu. com, 2015. Online]. Available: https://books.google.com/books?hl=en&lr=&id=Ax_aCQAAQBAJ&oi=fnd&pg=PA3&dq=Brand+awareness,+lead+quality,+predictive+modeling,+media+mix+optimization,+omnichannel+marketing,+marketing+analytics&ots=JkNvS80VDi&sig=7NtBTf_8NVYqtNLKxZol2qNU2BI
  61. N. Mehlhorn, “Modern Cross-Platform Development for Mobile Applications,” 2017.
  62. Y. C. Duan, “Market research of commercial recommendation engines for online and offline retail,” PhD Thesis, Massachusetts Institute of Technology, 2014. Accessed: Jun. 01, 2025. Online]. Available: https://dspace.mit.edu/handle/1721.1/90218
  63. C. S. Goh, “Towards an Integrated Approach for Assessing Triple Bottom Line in the Built Environment: SB-LAB 2017,” SB-LAB 2017 - Proc. Int. Conf. Adv. Sustain. Cities Build. Dev., Nov. 2017.
  64. J. R, Business Analytics - Unleashing Data Driven Decision Making. Nehas Publications, 2024.
  65. A. Ahmed, R. Xi, M. Hou, S. A. Shah, and S. Hameed, “Harnessing big data analytics for healthcare: A comprehensive review of frameworks, implications, applications, and impacts,” IEEE Access, vol. 11, pp. 112891–112928, 2023.
  66. Ekene Cynthia Onukwulu, Mercy Odochi Agho, and Nsisong Louis Eyo-Udo, “Developing a framework for supply chain resilience in renewable energy operations,” Glob. J. Res. Sci. Technol., vol. 1, no. 2, pp. 001–018, Dec. 2023, doi: 10.58175/gjrst.2023.1.2.0048.
  67. E. C. Onukwulu, M. O. Agho, and N. L. Eyo-Udo, “Decentralized energy supply chain networks using blockchain and IoT,” Int. J. Sch. Res. Multidiscip. Stud., vol. 2, no. 2, pp. 066–085, 2023.
  68. Attipoe V., Chukwuma-Eke E.C., Lawal C.I., Friday S.C., Isibor N.J., Akintobi A.O., “Designing a Data-Driven Sustainable Finance Model: A Pathway for Small and Medium Enterprises to Transition to Clean Energy.” Online]. Available: https://scholar.google.com/citations?view_op=view_citation&hl=en&user=Zm0csPMAAAAJ&authuser=1&citation_for_view=Zm0csPMAAAAJ:ufrVoPGSRksC
  69. Ekene Cynthia Onukwulu, Mercy Odochi Agho, and Nsisong Louis Eyo-Udo, “Developing a framework for predictive analytics in mitigating energy supply chain risks,” Int. J. Sch. Res. Rev., vol. 2, no. 2, pp. 135–155, Jun. 2023, doi: 10.56781/ijsrr.2023.2.2.0042.
  70. Oluchukwu Modesta Oluoha, Abisola Odeshina, Oluwatosin Reis, and Friday Okpeke, “Developing Compliance-Oriented Social Media Risk Management Models to Combat Identity Fraud and Cyber Threats | Request PDF,” ResearchGate, Apr. 2025, doi: 10.54660/.IJMRGE.2023.4.1.1055-1073.
  71. Anate Benoit Nicaise Abbey, Iyadunni Adewola Olaleye, Chukwunweike Mokogwu, Amarachi Queen Olufemi-Phillips, and Titilope Tosin Adewale, “Developing economic frameworks for optimizing procurement strategies in public and private sectors,” Int. J. Frontline Res. Multidiscip. Stud., vol. 2, no. 1, pp. 019–026, Dec. 2023, doi: 10.56355/ijfrms.2023.2.1.0033.
  72. J. O. Basiru, C. L. Ejiofor, E. C. Onukwulu, and R. U. Attah, “Enhancing Financial Reporting Systems: A Conceptual Framework for Integrating Data Analytics in Business Decision-Making,” vol. 7, no. 4, 2024.
  73. N. J. Sam-Bulya, A. N. Igwe, O. P. Oyeyemi, K. F. Anjorin, and S. E. Ewim, “Impact of customer-centric marketing on FMCG supply chain efficiency and SME profitability,” Glob. J. Res. Multidiscip. Stud. Forthcom., 2023, Online]. Available: https://scholar.google.com/scholar?cluster=15251156588141283934&hl=en&oi=scholarr
  74. J. C. Ogeawuchi, A. C. Uzoka, A. A. Abayomi, O. A. Agboola, T. P. Gbenle, and O. O. Ajayi, “Innovations in Data Modeling and Transformation for Scalable Business Intelligence on Modern Cloud Platforms,” Iconic Res. Eng. J., vol. 5, no. 5, pp. 406–415, Nov. 2021.
  75. N. J. Sam-Bulya, O. P. Oyeyemi, A. N. Igwe, K. F. Anjorin, and S. E. Ewim, “Integrating digital marketing strategies for enhanced FMCG SME supply chain resilience,” Int. J. Bus. Manag., vol. 12, no. 2, pp. 15–22, 2023.
  76. A. Abisoye, “Developing a Conceptual Framework for AI-Driven Curriculum Adaptation to Align with Emerging STEM Industry Demands,” Int. J. Multidiscip. Res. Growth Eval., vol. 4, no. 1, pp. 1074–1083, 2023, doi: 10.54660/.IJMRGE.2023.4.1.1074-1083.
  77. B. S. Adelusi, D. Osamika, M. C. Kelvin-Agwu, A. Y. Mustapha, and N. Ikhalea, “A Deep Learning Approach to Predicting Diabetes Mellitus Using Electronic Health Records,” J. Front. Multidiscip. Res., vol. 3, no. 1, pp. 47–56, 2022, doi: 10.54660/.IJFMR.2022.3.1.47-56.
  78. A. H. Adepoju, B. Austin-Gabriel, O. Hamza, and A. Collins, “Advancing Monitoring and Alert Systems: A Proactive Approach to Improving Reliability in Complex Data Ecosystems,” vol. 5, no. 11, 2022.
  79. A. Abisoye, “AI Literacy in STEM Education: Policy Strategies for Preparing the Future Workforce,” J. Front. Multidiscip. Res., vol. 4, no. 1, pp. 17–24, 2023, doi: 10.54660/JFMR.2023.4.1.17-24.
  80. F. E. Adikwu, C. O. Ozobu, O. Odujobi, F. O. Onyekwe, and E. O. Nwulu, “Advances in EHS Compliance: A Conceptual Model for Standardizing Health, Safety, and Hygiene Programs Across Multinational Corporations,” vol. 7, no. 5, 2023.
  81. Afees Olanrewaju Akinade, Peter Adeyemo Adepoju, Adebimpe Bolatito Ige, Adeoye Idowu Afolabi, and Olukunle Oladipupo Amoo, “Advancing segment routing technology: A new model for scalable and low-latency IP/MPLS backbone optimization,” Open Access Res. J. Sci. Technol., vol. 5, no. 2, pp. 077–095, Aug. 2022, doi: 10.53022/oarjst.2022.5.2.0056.
  82. C. Dempster and J. Lee, The rise of the platform marketer: Performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms. John Wiley & Sons, 2015.
  83. E. C. Onukwulu, J. E. Fiemotongha, A. N. Igwe, and C. P.-M. Ewim, “Transforming supply chain logistics in oil and gas: best practices for optimizing efficiency and reducing operational costs,” J. Adv. Multidiscip. Res., vol. 2, no. 2, Art. no. 2, Aug. 2023.
  84. Y. E. Rachmad, Viral Theory. Chennai Marina Pustak Prakashan Vishesh Sanskaran, 2016.
  85. T. K. Vashishth, V. Sharma, K. K. Sharma, B. Kumar, S. Chaudhary, and R. Panwar, “Embracing AI and Machine Learning for the Future of Digital Marketing,” in AI, Blockchain, and Metaverse in Hospitality and Tourism Industry 4.0, Chapman and Hall/CRC, pp. 90–117. Online]. Available: https://www.taylorfrancis.com/chapters/edit/10.1201/9781032706474-7/embracing-ai-machine-learning-future-digital-marketing-tarun-kumar-vashishth-vikas-sharma-kewal-krishan-sharma-bhupendra-kumar-sachin-chaudhary-rajneesh-panwar
  86. M. L. Naraine, H. T. Wear, and D. J. Whitburn, “User engagement from within the Twitter community of professional sport organizations,” Manag. Sport Leis., vol. 24, no. 5, pp. 275–293, Sep. 2019, doi: 10.1080/23750472.2019.1630665.
  87. N. Rane, S. Choudhary, and J. Rane, “Metaverse marketing strategies: enhancing customer experience and analysing consumer behaviour through leading-edge Metaverse technologies, platforms, and models,” Platf. Models Novemb. 3 2023, 2023, Online]. Available: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4624199
  88. M. Moosavand, B. Aeini, and A. Heidari, “Managing Micro-Celebrity Impact: Iranian Corporate Perspectives,” J. Cyberspace Stud., vol. 5, no. 2, pp. 229–251, 2021.
  89. E. C. Malthouse, M. Haenlein, B. Skiera, E. Wege, and M. Zhang, “Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House,” J. Interact. Mark., vol. 27, no. 4, pp. 270–280, Nov. 2013, doi: 10.1016/j.intmar.2013.09.008.
  90. A. Sharma, N. Patel, and R. Gupta, “Leveraging Sentiment Analysis and Reinforcement Learning for Enhanced AI-Driven Marketing Strategies,” Eur. Adv. AI J., vol. 10, no. 2, 2021, Online]. Available: https://eaaij.com/index.php/eaaij/article/view/3
  91. A. Sharma, N. Patel, and R. Gupta, “Leveraging Reinforcement Learning and Natural Language Processing for Enhanced Social Media Content Optimization,” Eur. Adv. AI J., vol. 11, no. 8, 2022, Online]. Available: https://eaaij.com/index.php/eaaij/article/view/37
  92. S. Reddy, A. Nair, N. Chopra, and N. Reddy, “Leveraging Reinforcement Learning and Natural Language Processing for Enhanced Social Media Ad Performance Optimization,” Innov. AI Res. J., vol. 12, no. 1, 2023, Online]. Available: http://iairj.com/index.php/v1/article/view/8
  93. E. D. Balogun, K. O. Ogunsola, and A. S. Ogunmokun, “A Risk Intelligence Framework for Detecting and Preventing Financial Fraud in Digital Marketplaces,” vol. 4, no. 8, 2021.
  94. L. G. A. Beesley and C. Cooper, “Defining knowledge management (KM) activities: towards consensus,” J. Knowl. Manag., vol. 12, no. 3, pp. 48–62, Jan. 2008, doi: 10.1108/13673270810875859.
  95. V. Joshi, A. Reddy, M. Joshi, and N. Chopra, “Leveraging Machine Learning Algorithms and Natural Language Processing for Enhanced AI-Driven Influencer Campaign Analytics,” Aust. Adv. AI Res. J., vol. 11, no. 1, 2022, Online]. Available: http://aaairj.com/index.php/v1/article/view/9
  96. D. Reddy, A. Singh, R. Chopra, and R. Patel, “Leveraging Machine Learning Algorithms and Natural Language Processing for AI-Enhanced Social Media Marketing Analytics,” J. AI ML Res., vol. 10, no. 8, 2021, Online]. Available: https://joaimlr.com/index.php/v1/article/view/28
  97. M. McGuirk, “Performing web analytics with Google Analytics 4: a platform review,” J. Mark. Anal., vol. 11, no. 4, pp. 854–868, 2023.
  98. M. Bohlouli, J. Dalter, M. Dornhöfer, J. Zenkert, and M. Fathi, “Knowledge discovery from social media using big data-provided sentiment analysis (SoMABiT),” J. Inf. Sci., vol. 41, no. 6, pp. 779–798, Dec. 2015, doi: 10.1177/0165551515602846.
  99. K. A. Farhan, A. B. M. Asadullah, H. P. Kommineni, P. K. Gade, and S. Venkata, “Machine Learning-Driven Gamification: Boosting User Engagement in Business,” Glob. Discl. Econ. Bus., vol. 12, no. 1, pp. 41–52, 2023.
  100. T. V. Kumar, “Generative AI Applications in Customizing User Experiences in Banking Apps,” 2020, Online]. Available: https://philpapers.org/rec/VARGAA-3
  101. E. D. Balogun, K. O. Ogunsola, and A. Samuel, “A Cloud-Based Data Warehousing Framework for Real- Time Business Intelligence and Decision-Making Optimization,” vol. 5, no. 2, 2021.
  102. A. H. Adepoju, B. Austin-Gabriel, A. Eweje, and A. Collins, “Framework for Automating Multi-Team Workflows to Maximize Operational Efficiency and Minimize Redundant Data Handling,” vol. 5, no. 9, 2022.

Publication Details

Published in : Volume 6 | Issue 2 | March-April 2023
Date of Publication : 2023-03-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 116-133
Manuscript Number : SHISRRJ122575
Publisher : Shauryam Research Institute

ISSN : 2581-6306

Cite This Article :

Omolola Temitope Kufile, Bisayo Oluwatosin Otokiti, Abiodun Yusuf Onifade, Bisi Ogunwale, Chinelo Harriet Okolo, "Leveraging Cross-Platform Consumer Intelligence for Insight-Driven Creative Strategy", Shodhshauryam, International Scientific Refereed Research Journal (SHISRRJ), ISSN : 2581-6306, Volume 6, Issue 2, pp.116-133, March-April.2023
URL : https://shisrrj.com/SHISRRJ122575

Article Preview