[HTML][HTML] Using data sciences in digital marketing: Framework, methods, and performance metrics
JR Saura - Journal of Innovation & Knowledge, 2021 - Elsevier
In the last decade, the use of Data Sciences, which facilitate decision-making and extraction
of actionable insights and knowledge from large datasets in the digital marketing …
of actionable insights and knowledge from large datasets in the digital marketing …
[HTML][HTML] How has data-driven marketing evolved: Challenges and opportunities with emerging technologies
AT Rosário, JC Dias - … Journal of Information Management Data Insights, 2023 - Elsevier
This paper explores data-driven marketing, its benefits, and challenges to provide insights
and a framework for business leaders and marketers to leverage in their marketing efforts …
and a framework for business leaders and marketers to leverage in their marketing efforts …
How and when do big data investments pay off? The role of marketing affordances and service innovation
Big data technologies and analytics enable new digital services and are often associated
with superior performance. However, firms investing in big data often fail to attain those …
with superior performance. However, firms investing in big data often fail to attain those …
[HTML][HTML] Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework
As new applications of artificial intelligence continue to emerge, there is an increasing
interest to explore how this type of technology can improve automated service interactions …
interest to explore how this type of technology can improve automated service interactions …
Challenges and solutions for marketing in a digital era
PSH Leeflang, PC Verhoef, P Dahlström… - European management …, 2014 - Elsevier
Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …
important source of competitive advantage in both B2C and B2B marketing. A great deal of …
Transformative marketing: The next 20 years
V Kumar - Journal of marketing, 2018 - journals.sagepub.com
In my interactions within the academic community, I am often posed with the following
question: What are some of the topics we should be thinking about so that we can contribute …
question: What are some of the topics we should be thinking about so that we can contribute …
Managing brands and customer engagement in online brand communities
J Wirtz, A Den Ambtman, J Bloemer… - Journal of service …, 2013 - emerald.com
Purpose–Given the dramatic technology‐led changes that continue to take place in the
marketplace, researchers and practitioners alike are keen to understand the emergence and …
marketplace, researchers and practitioners alike are keen to understand the emergence and …
[HTML][HTML] From data to value: A nine-factor framework for data-based value creation in information-intensive services
Abstract Service is a key context for the application of IT, as IT digitizes information
interactions in service and facilitates value creation, thereby contributing to service …
interactions in service and facilitates value creation, thereby contributing to service …
Feel the VIBE: examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media
A critical issue for marketing managers is how best to orchestrate branded social media
consumption experiences via mobile applications. This is important because in a mobile first …
consumption experiences via mobile applications. This is important because in a mobile first …
Exploring the implications of blockchain technology for brand–consumer relationships: a future research agenda
A Boukis - Journal of Product & Brand Management, 2020 - emerald.com
Purpose The purpose of this conceptual paper is to delve into the implications of blockchain
technology adoption for brands and consumers. Drawing on the existing branding literature …
technology adoption for brands and consumers. Drawing on the existing branding literature …