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The impact of user-centric measures on the financial performance in the context of big data marketing analytics (BDMA) applications: the influence of a decision-making role

Matti Haverila, Mohammad Osman Gani, Fariah Ahmed Dina, Muhammad Mohiuddin

Journal of Systems and Information Technology (2025) 27 (2): 237–264.

https://doi.org/10.1108/JSIT-02-2024-0046

Published: 24 December 2024

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