Abstract:Value creation in the 4IR is customer-centric, interactive and hyper-personalised. Real-time consumer brand experiences, interactions and relations can be transformed into quantifiable data that can be monitored and tracked (‘datafication’). This study theorises that platform ecosystems, including millennials, converge on digital multisided platforms (MSPs), which are sociotechnical constructs that foment and generate significant value for platform owners and users. As value creation has risen as a digital eco… Show more
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