Kübler, Raoul; Adler, Susanne J.; Welke, Lina; … - In: Schmalenbach journal of business research : SBUR 77 (2025) 3, pp. 497-525
In the wake of digital transformation, marketers gained access to large amounts of user-generated content and data in which consumers specifically mention and discuss brands, products, and services. This data offers rich information potential and may ultimately provide marketers with the ability...