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Keywords: BDA use
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Journal Articles
Journal of Enterprise Information Management (2023) 36 (6): 1727–1749.
Published: 01 November 2023
...Mahmoud Abdelrahman Kamel Purpose Big data analytics (BDA) plays a crucial role in understanding customer behavior through Customer Relationship Management (CRM), especially in a rapidly changing business environment. This paper investigates the direct effect of BDA use on market performance...
