Business value of big data analytics: A systems-theoretic approach and empirical test
Volume: 57, Issue: 1, Pages: 103124 - 103124
Published: Jan 1, 2020
Abstract
Although big data analytics have been widely considered a key driver of marketing and innovation processes, whether and how big data analytics create business value has not been fully understood and empirically validated at a large scale. Taking social media analytics as an example, this paper is among the first attempts to theoretically explain and empirically test the market performance impact of big data analytics. Drawing on the systems...
Paper Details
Title
Business value of big data analytics: A systems-theoretic approach and empirical test
Published Date
Jan 1, 2020
Volume
57
Issue
1
Pages
103124 - 103124
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