“…Another study investigates the landscape of BDA through the lens of the marketing mix and identifies applications from a different perspective, which include customer segmentation, profiling, product ontology and reputation, promotional marketing analysis, recommendation systems, pricing strategy analysis, competitor analysis, location-based advertising, and community dynamics analysis (Fan et al, 2015). Other applications are seen in new product development (Xu et al, 2016), customer value and firm performance (Aljumah et al, 2021), promotion strategy (Cao & Tian, 2020), social media sentiment analysis (Kauffmann et al, 2020), social media and brand image measurement (Nufer & Muth, 2022), digital transformation and value creation (Wang & Wang, 2020), and marketing decisions (Corrigan et al, 2014).…”