BDA-enabled marketing capabilities and marketing performance

- A moderated mediation model

DOI

10.2991/978-94-6463-632-1_5How to use a DOI?

Keywords

BDA-enabled marketing capabilities; big data analytics; decision-making; analytic culture; marketing performance

Abstract

Currently, big data analytics (BDA) has become an important resource for enhancing marketing capabilities and performance, which brings new development opportunities for the development of BDA-enabled marketing capabilities (BDAMC). However, there is a lack of exploration of the role of BDAMC and marketing performance (MP) in the current academic community. The results found that: BDAMC has an indirect effect on MP; BDAMC has a significant positive impact on decision making (DM); DM plays a fully mediating role between BDAMC and MP; and the firm’s analytical culture (AC) plays a moderating role in the relationship between BDAMC and DM and MP. Exploring the consequential factors and boundary conditions of BDAMC provides insights and reference values for firms to implement BDA and develop BDA marketing management.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yanxia Tan
PY  - 2024
DA  - 2024/12/26
TI  - BDA-enabled marketing capabilities and marketing performance
BT  - Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
PB  - Atlantis Press
SP  - 45
EP  - 56
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-632-1_5
DO  - 10.2991/978-94-6463-632-1_5
ID  - Tan2024
ER  -