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Review

Big Data Analytics and Artificial Intelligence as Complementary Capabilities for Digital Marketing Performance: A Systematic Literature Review

Armina Rahmayanti Tugiantoro
· 0 citations · 28 references

TL;DR

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-AI research.

Semantic Scholar
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