... data analytics for firms, insights into their impact on managerial decision-making processes and practices is rather limited (Holmlund et al., 2020). Senior managers in particular seem to have a less than adequate understanding of social media and big data usage (Lacoste, 2016...

... Big data CAQDAS Fueled by a rise in consumer-to-consumer (C2C) online participation, consumer networks are becoming increasingly important to marketers as influencers of consumer behavior (Chu and Kim, 2011 ; Adjei et al., 2010 ; McAlexander et al., 2002 ; Muniz...