Measuring Consumer Brand Engagement by Using Big Data: The Case of Mobile Phone Brands in Vietnam
Measuring Consumer Brand Engagement by Using Big Data: The Case of Mobile Phone Brands in Vietnam
Consumer Brand Engagement (CBE) is getting great attention from the marketers because of its explanatory and predictive value. However, CBE measurement faces many obstacles, both theoretical and practical. This study, by using a big data mining tool, demonstrates the ability market measuring CBE as well as CBE's value in explaining and forecasting the real-time status of the market and competition such as market share, revenue, customer interest in Vietnam mobile phone market. The results confir