Purpose: This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness...

Purpose: This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in...

This book provides an overview of how digital players create, exchange and capture value thanks to digital technologies. It describes the key characteristics of various digital business models using different business archetypes. Each chapter is illustrated with examples or mini-case studies and...