Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
5-2018
Abstract
IT innovations disrupt traditional business models and challenge conventional thinking. Thus, industry incumbents face fierce competition from start-ups with new business models and new ways of engaging customers. Digital entertainment goods and personalized services have become a lucrative market, which has undergone a transformation enabled by seamless Internet connections. Meanwhile, social networks and other online platforms have brought people and business even closer.
Keywords
Experience goods, Consumer preference, Digital entertainment, Online traces, Informedness, Fusion Analytics
Degree Awarded
PhD in Information Systems
Discipline
Digital Circuits | Marketing
Supervisor(s)
KAUFFMAN, Robert John
Publisher
Singapore Management University
City or Country
Singapore
Citation
HOANG, Ai Phuong.
From digital traces to marketing insights: Recovering consumer preferences for digital entertainment services and online shopping. (2018).
Available at: https://ink.library.smu.edu.sg/etd_coll/178
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.