Review
Big Data Analytics and Artificial Intelligence as Complementary Capabilities for Digital Marketing Performance: A Systematic Literature Review
An integrated capability-conversion-performance framework linking technological capabilities, organizational enablers, customer mechanisms, performance outcomes, and responsible governance is developed, which identifies priorities for longitudinal, real-time, cross-industry, SME, B2B, privacy, transparency, and human-A...
Armina Rahmayanti, Tugiantoro
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