Doctor of Philosophy (PhD)
Marketing (Business Administration)
This dissertation is primarily interested in finding out how marketing can play a more strategic role in helping firms to improve performance in the Digital Age. It contains three essays on digital marketing. The unifying theme is figuring out how the marketing department can benefit from the informational value of (big) data and advanced analytics and thus improve customer and business performance. The first essay develops a scale for measuring marketing information capability. The scale has passed rigorous tests standards. The second essay empirically examines the antecedents, moderators and consequences of marketing information capability. The antecedents include cross-functional coopetition between marketing and IT departments, IT capabilities, top management emphasis, and the influence of marketing department within the firm. Dependent variables are customer relationship management, new product development and supply chain management. The moderating effects of competitive intensity and environmental dynamisms are also investigated. The third essay performs an empirical study on the adoption of data analytics that moderate the relationships between marketing information capability and its consequent variables, such as customer relationship management, new product development and supply chain management.
Document Availability at the Time of Submission
Secure the entire work for patent and/or proprietary purposes for a period of one year. Student has submitted appropriate documentation which states: During this period the copyright owner also agrees not to exercise her/his ownership rights, including public use in works, without prior authorization from LSU. At the end of the one year period, either we or LSU may request an automatic extension for one additional year. At the end of the one year secure period (or its extension, if such is requested), the work will be released for access worldwide.
Liu, Xia, "Three Essays on Digital Marketing" (2014). LSU Doctoral Dissertations. 1777.
Burns, Alvin C.