Big Data has earned much attention from the IT industry and academia. Given the research
interest on Big Data in the marketing field, thus, authors intend to present an integrated view …

Today, data generation is exploding, and the function of marketing is becoming more
sophisticated and personalized. Companies seek to gain a deeper understanding of their …

Data is increasingly being created, stored, analyzed, and applied. Big Data is becoming an
everyday phrase that appears in popular media and people's daily conversations. This …

This commentary explores the Big Data transition of the field of Marketing. The potential
value of Big Data Analytics for both firms and customers is investigated and impediments for …

This paper explores the substantial influence of big data analytics on marketing efficiency
and effectiveness in the digital era. A thorough review of current academic literature …

Consumers perform their activities through digital channels more often as a result of
technological advancements where those advancements also allow marketers to reach …

The objective of the study was to look into the concept of big data and find out its application
in marketing of clothing retailers. The paper attempted to help in understanding the current …

Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …

Purpose This paper aims to improve understanding of data-driven marketing by examining
the experiences of managers implementing big data analytics in the marketing function …

Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has
been an impact on the marketing of business firms, enabling them to digitally transform and …