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Keywords: Big Data
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2016) 33 (2): 89–97.
Published: 21 March 2016
...Charles F. Hofacker; Edward Carl Malthouse; Fareena Sultan Purpose – The purpose of this paper is to assess how the study of consumer behavior can benefit from the presence of Big Data. Design/methodology/approach – This paper offers a conceptual overview of potential opportunities...
