From digital traces to marketing insights: Recovering consumer preferences for digital entertainment services and online shopping

• Main Author: HOANG, Ai Phuong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Experience goods; Consumer preference; Digital entertainment; Online traces; Informedness; Fusion Analytics; Digital Circuits; Marketing
• Online Access: https://ink.library.smu.edu.sg/etd_coll/178; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1178&context=etd_coll
• Institution: Singapore Management University

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.