The stories you tell: Crafting managerially relevant articles based on qualitative research

Advertisers and marketers leverage big data to track and influence consumer behaviors, (re)evaluate messages, and enhance customer engagement through digital platforms.
Akaka and Schau

Management Slant

  • Big data provide insights into what is happening in the world but data do not explain why or how social change occurs, markets emerge and evolve, brand engagement is inspired and sustained, use practices are created...
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