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Keywords: Big data analytics capabilities
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Journal Articles
From data to decisions: the role of digital marketing analytics in fashion e-commerce performance
Available to Purchase
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (3): 525–548.
Published: 01 January 2026
... effects of big data analytics-enabled dynamic capabilities on firm performance. We emphasize how firms leverage adaptive processes to respond to external changes, which offers new insights for the literature on big data analytics capabilities and firm performance. Unlike previous studies, we add firm size...
Includes: Supplementary data
