The impact of the decision-making role on perceived satisfaction, value for money, and reinvest intentions at varying levels of perceived financial performance in the context of Big Data Marketing Analytics

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2024-01-29 DOI:10.1080/10696679.2024.2305445

Kai Haverila, Matti Haverila, Akshaya Rangarajan

引用次数: 0

Abstract

Business resources and processes such as Big Data Marketing Analytics (BDMA) are becoming increasingly focused on meeting the needs and objectives of customers. Consequently, this research aims to ...

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在大数据营销分析的背景下，在不同的财务绩效感知水平下，决策角色对感知满意度、资金价值和再投资意向的影响

大数据营销分析（BDMA）等业务资源和流程越来越注重满足客户的需求和目标。因此，本研究旨在 ...

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.