Journal of Marketing Science ›› 2021, Vol. 1 ›› Issue (1): 97-113.

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A Time-Space-Connection Framework for Big Data Marketing

Jia Jianmin,Yang Yang,Chung Yu Ho   

  1. Jia Jianmin, School of Management and Economics, The Chinese University of Hong Kong, Shenzhen; Shenzhen Finance Institute; Shenzhen Research Institute of Big Data;
    Yang Yang, School of Management and Economics, The Chinese University of Hong Kong,Shenzhen; School of Management, University of Science and Technology of China;
    Chung Yu Ho Sebastian,Faculty of Business, Lingnan University
  • Online:2021-07-16 Published:2021-10-29

Abstract: The rapid development of digital economy has led to a transformation of big data in marketing science. Based on the three dimensions of time, space, and connection, this article uses the "Time-Space-Connection (TSC)" framework of big data from the perspectives of social networks, mobility, and the integration of the two to summarize the research progress of big data marketing in the past decade, gain insights into changes of corporate marketing strategies and consumer behaviors in the context of big data, and discuss the future research directions of big data marketing. In particular, COVID-19 pandemic has changed people’s behaviors and social environment, demonstrated the importance of "space-time-connection" of big data in business transformation and marketing model innovation, and expanded the scope of marketing research from business efficiency to social well-being. In conclusion. the "space-time-connection" framework of big data not only offers a perspective for marketing research in the digital age, but also provides guidance and suggestions for companies to develop new marketing models.

Key words: big data, space-time-connection, mobile marketing, social networks, COVID-19 pandemic