توضیحات
ABSTRACT
The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets and the management of marketing activities. Yet these increased data remain mostly untapped by many firms, suggesting the potential for further research developments. The integrative framework proposed in this study addresses the nature of UD and pursues theoretical richness and computational advancements by integrating insights from other disciplines. This article makes three main contributions to the literature by (1) offering a unifying definition and conceptualization of UD in marketing; (2) bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review; and (3) identifying substantive, computational, and theoretical gaps in extant literature and ways to leverage interdisciplinary knowledge to advance marketing research by applying UD analyses to underdeveloped areas.
INTRODUCTION
The contemporary world is characterized by rapid advances in technology that are pervasive in everyday life (Huang and Rust 2017). This swift development has also spurred an unprecedented influx of unstructured data (UD). UD is commonly understood as Binformation that either does not have a predefined data model or is not organized in a pre-defined manner^ (Wikipedia 2017). An estimated 80% of data held by firms today are unstructured (Rizkallah 2017), and they are growing 15 times faster than structured data (SD) (Nair and Narayanan 2012). This global expansion has not gone unnoticed; 87% of marketers cite data as their most underutilized resource but note that deriving value from various sources of UD remains a key challenge (Howatson 2016). The obstacles faced in extracting knowledge from UD mean that firms often sit idly on expansive troves of it, earning UD the designation Bdark analytics^ (Briggs and Hodgetts 2017). Yet, unlocking the insights embedded in this burgeoning resource has the potential to be particularly valuable in marketing, sales and service settings where UD volumes are an estimated five times greater than SD (Davies 2015). A wealth of unique information can be derived from analyses of UD for managerially relevant domains of interest such as competitive advantages
(Coughlin 2017), social networks (Lohr 2012), and data privacy (Rizkallah 2017).
Year: ۲۰۱۸
Publisher : ELSEVIER
By : Bitty Balducci & Detelina Marinova
File Information: English Language/ 34 Page / size: 591 KB
سال : ۱۳۹۶
ناشر : ELSEVIER
کاری از : Bitty Balducci و Detelina Marinova
اطلاعات فایل : زبان انگلیسی / 34 صفحه / حجم : KB 591
نقد و بررسیها
هنوز بررسیای ثبت نشده است.