The relationship between the quality of big data marketing analytics and marketing agility of firms : the impact of the decision-making role
Matti Haverila, Kai Haverila, Mohammad Osman Gani, Muhammed Mohiuddin
| Year of publication: |
2025
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|---|---|
| Authors: | Haverila, Matti ; Haverila, Kai ; Gani, Mohammad Osman ; Mohiuddin, Muhammed |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 13.2025, 1, p. 162-179
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| Subject: | Big data | Big data marketing analytics (BDMA) | Decision-making role | Information quality | Marketing agility | Partial least squares structural equation modeling (PLS-SEM) | Technology quality | Big Data | Marketing | Strukturgleichungsmodell | Structural equation model | Produktqualität | Product quality | Marktforschung | Market research | Partielle kleinste Quadrate | Partial least squares |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-024-00301-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015371498