{"id":"https://openalex.org/W7127197725","doi":"https://doi.org/10.3390/bdcc10020046","title":"Big Data Analytics and AI for Consumer Behavior in Digital Marketing: Applications, Synthetic and Dark Data, and Future Directions","display_name":"Big Data Analytics and AI for Consumer Behavior in Digital Marketing: Applications, Synthetic and Dark Data, and Future Directions","publication_year":2026,"publication_date":"2026-02-02","ids":{"openalex":"https://openalex.org/W7127197725","doi":"https://doi.org/10.3390/bdcc10020046"},"language":"en","primary_location":{"id":"doi:10.3390/bdcc10020046","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc10020046","pdf_url":"https://www.mdpi.com/2504-2289/10/2/46/pdf","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2504-2289/10/2/46/pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5019293826","display_name":"Leonidas Theodorakopoulos","orcid":"https://orcid.org/0000-0002-0891-6780"},"institutions":[{"id":"https://openalex.org/I174878644","display_name":"University of Patras","ror":"https://ror.org/017wvtq80","country_code":"GR","type":"education","lineage":["https://openalex.org/I174878644"]}],"countries":["GR"],"is_corresponding":true,"raw_author_name":"Leonidas Theodorakopoulos","raw_affiliation_strings":["Department of Management Science and Technology, University of Patras, 26334 Patras, Greece"],"raw_orcid":"https://orcid.org/0000-0002-0891-6780","affiliations":[{"raw_affiliation_string":"Department of Management Science and Technology, University of Patras, 26334 Patras, Greece","institution_ids":["https://openalex.org/I174878644"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5124769765","display_name":"Alexandra Theodoropoulou","orcid":null},"institutions":[{"id":"https://openalex.org/I174878644","display_name":"University of Patras","ror":"https://ror.org/017wvtq80","country_code":"GR","type":"education","lineage":["https://openalex.org/I174878644"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Alexandra Theodoropoulou","raw_affiliation_strings":["Department of Management Science and Technology, University of Patras, 26334 Patras, Greece"],"raw_orcid":"https://orcid.org/0009-0004-6314-7795","affiliations":[{"raw_affiliation_string":"Department of Management Science and Technology, University of Patras, 26334 Patras, Greece","institution_ids":["https://openalex.org/I174878644"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5019265163","display_name":"Christos Klavdianos","orcid":"https://orcid.org/0009-0000-9674-0254"},"institutions":[{"id":"https://openalex.org/I174878644","display_name":"University of Patras","ror":"https://ror.org/017wvtq80","country_code":"GR","type":"education","lineage":["https://openalex.org/I174878644"]}],"countries":["GR"],"is_corresponding":false,"raw_author_name":"Christos Klavdianos","raw_affiliation_strings":["Department of Management Science and Technology, University of Patras, 26334 Patras, Greece"],"raw_orcid":"https://orcid.org/0009-0000-9674-0254","affiliations":[{"raw_affiliation_string":"Department of Management Science and Technology, University of Patras, 26334 Patras, Greece","institution_ids":["https://openalex.org/I174878644"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5019293826"],"corresponding_institution_ids":["https://openalex.org/I174878644"],"apc_list":{"value":1400,"currency":"CHF","value_usd":1515},"apc_paid":{"value":1400,"currency":"CHF","value_usd":1515},"fwci":91.1164,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.99875967,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":98,"max":99},"biblio":{"volume":"10","issue":"2","first_page":"46","last_page":"46"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.11699999868869781,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.11699999868869781,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14280","display_name":"Big Data Technologies and Applications","score":0.0803999975323677,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.06469999998807907,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/big-data","display_name":"Big data","score":0.796500027179718},{"id":"https://openalex.org/keywords/consumer-behaviour","display_name":"Consumer behaviour","score":0.6384000182151794},{"id":"https://openalex.org/keywords/analytics","display_name":"Analytics","score":0.421999990940094},{"id":"https://openalex.org/keywords/database-marketing","display_name":"Database marketing","score":0.42149999737739563},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.39160001277923584},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.37290000915527344},{"id":"https://openalex.org/keywords/exploratory-research","display_name":"Exploratory research","score":0.3702000081539154},{"id":"https://openalex.org/keywords/recommender-system","display_name":"Recommender system","score":0.36910000443458557},{"id":"https://openalex.org/keywords/service","display_name":"Service (business)","score":0.33219999074935913},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.32190001010894775}],"concepts":[{"id":"https://openalex.org/C75684735","wikidata":"https://www.wikidata.org/wiki/Q858810","display_name":"Big data","level":2,"score":0.796500027179718},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.6700000166893005},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.6384000182151794},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6273000240325928},{"id":"https://openalex.org/C79158427","wikidata":"https://www.wikidata.org/wiki/Q485396","display_name":"Analytics","level":2,"score":0.421999990940094},{"id":"https://openalex.org/C2779879191","wikidata":"https://www.wikidata.org/wiki/Q1924293","display_name":"Database marketing","level":4,"score":0.42149999737739563},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.39160001277923584},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.37290000915527344},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.3702000081539154},{"id":"https://openalex.org/C557471498","wikidata":"https://www.wikidata.org/wiki/Q554950","display_name":"Recommender system","level":2,"score":0.36910000443458557},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.33219999074935913},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.32190001010894775},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.3165999948978424},{"id":"https://openalex.org/C67186912","wikidata":"https://www.wikidata.org/wiki/Q367664","display_name":"Data modeling","level":2,"score":0.3118000030517578},{"id":"https://openalex.org/C171686336","wikidata":"https://www.wikidata.org/wiki/Q3532085","display_name":"Topic model","level":2,"score":0.3077999949455261},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.30309998989105225},{"id":"https://openalex.org/C18762648","wikidata":"https://www.wikidata.org/wiki/Q42213","display_name":"Work (physics)","level":2,"score":0.29339998960494995},{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.2881999909877777},{"id":"https://openalex.org/C79974875","wikidata":"https://www.wikidata.org/wiki/Q483639","display_name":"Cloud computing","level":2,"score":0.2849000096321106},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2840000092983246},{"id":"https://openalex.org/C2781252014","wikidata":"https://www.wikidata.org/wiki/Q1141900","display_name":"Unstructured data","level":3,"score":0.2824000120162964},{"id":"https://openalex.org/C196879817","wikidata":"https://www.wikidata.org/wiki/Q872685","display_name":"Data governance","level":4,"score":0.27459999918937683},{"id":"https://openalex.org/C39389867","wikidata":"https://www.wikidata.org/wiki/Q380767","display_name":"Corporate governance","level":2,"score":0.27250000834465027},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.2700999975204468},{"id":"https://openalex.org/C175801342","wikidata":"https://www.wikidata.org/wiki/Q1988917","display_name":"Data analysis","level":2,"score":0.2669999897480011},{"id":"https://openalex.org/C78597825","wikidata":"https://www.wikidata.org/wiki/Q484847","display_name":"E-commerce","level":2,"score":0.26669999957084656},{"id":"https://openalex.org/C117035363","wikidata":"https://www.wikidata.org/wiki/Q3769299","display_name":"Human behavior","level":2,"score":0.2646999955177307},{"id":"https://openalex.org/C83209312","wikidata":"https://www.wikidata.org/wiki/Q1053367","display_name":"Predictive analytics","level":2,"score":0.26440000534057617},{"id":"https://openalex.org/C2778864079","wikidata":"https://www.wikidata.org/wiki/Q173285","display_name":"Digital data","level":3,"score":0.26440000534057617},{"id":"https://openalex.org/C203043789","wikidata":"https://www.wikidata.org/wiki/Q138461","display_name":"Digital economy","level":2,"score":0.26190000772476196},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.2597000002861023},{"id":"https://openalex.org/C113364986","wikidata":"https://www.wikidata.org/wiki/Q3310681","display_name":"Personalized marketing","level":5,"score":0.25850000977516174},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.2581000030040741},{"id":"https://openalex.org/C2778656907","wikidata":"https://www.wikidata.org/wiki/Q5164712","display_name":"Consumer privacy","level":3,"score":0.2547000050544739}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/bdcc10020046","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc10020046","pdf_url":"https://www.mdpi.com/2504-2289/10/2/46/pdf","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:7045e0329aef43038515eebc011716ff","is_oa":false,"landing_page_url":"https://doaj.org/article/7045e0329aef43038515eebc011716ff","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Big Data and Cognitive Computing, Vol 10, Iss 2, p 46 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/bdcc10020046","is_oa":true,"landing_page_url":"https://doi.org/10.3390/bdcc10020046","pdf_url":"https://www.mdpi.com/2504-2289/10/2/46/pdf","source":{"id":"https://openalex.org/S4210238752","display_name":"Big Data and Cognitive Computing","issn_l":"2504-2289","issn":["2504-2289"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Big Data and Cognitive Computing","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Peace, Justice and strong institutions","id":"https://metadata.un.org/sdg/16","score":0.725877583026886}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7127197725.pdf","grobid_xml":"https://content.openalex.org/works/W7127197725.grobid-xml"},"referenced_works_count":144,"referenced_works":["https://openalex.org/W2304640842","https://openalex.org/W2337344967","https://openalex.org/W2345091005","https://openalex.org/W2422895071","https://openalex.org/W2462501246","https://openalex.org/W2465116584","https://openalex.org/W2485590855","https://openalex.org/W2495772237","https://openalex.org/W2561283532","https://openalex.org/W2563852449","https://openalex.org/W2565167788","https://openalex.org/W2605350416","https://openalex.org/W2750004028","https://openalex.org/W2751596245","https://openalex.org/W2769690594","https://openalex.org/W2775072162","https://openalex.org/W2894088191","https://openalex.org/W2909452395","https://openalex.org/W2921968129","https://openalex.org/W2970932323","https://openalex.org/W2972017928","https://openalex.org/W2981052769","https://openalex.org/W2990430889","https://openalex.org/W3006682208","https://openalex.org/W3011025032","https://openalex.org/W3015910259","https://openalex.org/W3017262721","https://openalex.org/W3023212902","https://openalex.org/W3023262298","https://openalex.org/W3034464816","https://openalex.org/W3049122368","https://openalex.org/W3049134727","https://openalex.org/W3091079962","https://openalex.org/W3095164600","https://openalex.org/W3126347344","https://openalex.org/W3127877015","https://openalex.org/W3154763683","https://openalex.org/W3171075799","https://openalex.org/W3175901868","https://openalex.org/W3203512325","https://openalex.org/W3204818612","https://openalex.org/W3209035702","https://openalex.org/W3215387896","https://openalex.org/W4200408307","https://openalex.org/W4200616399","https://openalex.org/W4205471456","https://openalex.org/W4206463993","https://openalex.org/W4210906430","https://openalex.org/W4212943061","https://openalex.org/W4214910454","https://openalex.org/W4220857592","https://openalex.org/W4220922486","https://openalex.org/W4225409112","https://openalex.org/W4226492624","https://openalex.org/W4229020960","https://openalex.org/W4229371730","https://openalex.org/W4281492977","https://openalex.org/W4281878156","https://openalex.org/W4283393307","https://openalex.org/W4289520498","https://openalex.org/W4290653583","https://openalex.org/W4293083705","https://openalex.org/W4296367208","https://openalex.org/W4296610240","https://openalex.org/W4311487064","https://openalex.org/W4317233797","https://openalex.org/W4323981513","https://openalex.org/W4376617801","https://openalex.org/W4377140143","https://openalex.org/W4382281165","https://openalex.org/W4382315317","https://openalex.org/W4382449818","https://openalex.org/W4384659762","https://openalex.org/W4385380955","https://openalex.org/W4385555366","https://openalex.org/W4386322941","https://openalex.org/W4387009663","https://openalex.org/W4387458135","https://openalex.org/W4387706196","https://openalex.org/W4388577409","https://openalex.org/W4390696431","https://openalex.org/W4390748906","https://openalex.org/W4390848134","https://openalex.org/W4391286706","https://openalex.org/W4391837590","https://openalex.org/W4391857996","https://openalex.org/W4392059507","https://openalex.org/W4392588445","https://openalex.org/W4393006317","https://openalex.org/W4394680643","https://openalex.org/W4399362834","https://openalex.org/W4399397349","https://openalex.org/W4399679270","https://openalex.org/W4400346832","https://openalex.org/W4401128993","https://openalex.org/W4402194596","https://openalex.org/W4402230126","https://openalex.org/W4402689480","https://openalex.org/W4403027155","https://openalex.org/W4403039056","https://openalex.org/W4403706662","https://openalex.org/W4403735999","https://openalex.org/W4403970319","https://openalex.org/W4404040240","https://openalex.org/W4404199748","https://openalex.org/W4404390753","https://openalex.org/W4404742794","https://openalex.org/W4405036976","https://openalex.org/W4405366457","https://openalex.org/W4405501219","https://openalex.org/W4405554051","https://openalex.org/W4407081435","https://openalex.org/W4407081847","https://openalex.org/W4407152861","https://openalex.org/W4407358923","https://openalex.org/W4407420779","https://openalex.org/W4407601108","https://openalex.org/W4408078570","https://openalex.org/W4408668601","https://openalex.org/W4408707205","https://openalex.org/W4408900246","https://openalex.org/W4409888050","https://openalex.org/W4410045177","https://openalex.org/W4410085124","https://openalex.org/W4410232374","https://openalex.org/W4410594438","https://openalex.org/W4410787763","https://openalex.org/W4410858684","https://openalex.org/W4410901013","https://openalex.org/W4410959421","https://openalex.org/W4411070283","https://openalex.org/W4411557339","https://openalex.org/W4411965264","https://openalex.org/W4412385128","https://openalex.org/W4412454706","https://openalex.org/W4412489777","https://openalex.org/W4413222052","https://openalex.org/W4413808265","https://openalex.org/W4413874665","https://openalex.org/W4414032723","https://openalex.org/W4414992275","https://openalex.org/W4415923717","https://openalex.org/W4415988880","https://openalex.org/W4416688521"],"related_works":[],"abstract_inverted_index":{"In":[0],"the":[1,43,53,132],"big":[2,27],"data":[3,17,28,55,106,122,189],"era,":[4],"understanding":[5],"and":[6,18,30,52,56,70,81,97,116,119,138,154,162,194],"influencing":[7],"consumer":[8,34,47,95,163,186],"behavior":[9,35,48],"in":[10,49,131,176,188],"digital":[11,50,151],"marketing":[12,69,152],"increasingly":[13],"relies":[14],"on":[15,197],"large-scale":[16],"AI-driven":[19],"analytics.":[20],"This":[21,100],"narrative,":[22],"concept-driven":[23],"review":[24,101],"examines":[25],"how":[26,89],"technologies":[29],"machine":[31],"learning":[32],"reshape":[33],"analysis":[36],"across":[37],"key":[38],"decision-making":[39],"areas.":[40],"After":[41],"outlining":[42],"theoretical":[44],"foundations":[45],"of":[46,128,134,174,182],"settings":[51],"main":[54],"AI":[57,175],"capabilities":[58],"available":[59],"to":[60,104,111,120,159],"marketers,":[61],"this":[62,166],"paper":[63,167],"discusses":[64],"five":[65],"application":[66],"domains:":[67],"personalized":[68],"recommender":[71],"systems,":[72,179],"dynamic":[73],"pricing,":[74],"customer":[75],"relationship":[76],"management,":[77],"data-driven":[78],"product":[79],"development":[80],"fraud":[82],"detection.":[83],"For":[84],"each":[85],"domain,":[86],"it":[87],"highlights":[88],"algorithmic":[90],"models":[91],"affect":[92],"targeting,":[93],"prediction,":[94],"experience":[96],"perceived":[98],"fairness.":[99],"then":[102],"turns":[103],"synthetic":[105],"as":[107,123],"a":[108,124],"privacy-oriented":[109],"way":[110],"support":[112],"model":[113],"development,":[114],"experimentation":[115],"scenario":[117],"analysis,":[118],"dark":[121],"largely":[125],"underused":[126],"source":[127],"behavioral":[129],"insight":[130],"form":[133],"logs,":[135],"service":[136],"interactions":[137],"other":[139],"unstructured":[140],"records.":[141],"A":[142],"discussion":[143],"section":[144],"integrates":[145],"these":[146],"strands,":[147],"outlines":[148],"implications":[149],"for":[150],"practice":[153],"identifies":[155],"research":[156],"needs":[157],"related":[158],"validation,":[160],"governance":[161],"trust.":[164],"Finally,":[165],"sketches":[168],"future":[169],"directions,":[170],"including":[171],"deeper":[172],"integration":[173],"real-time":[177],"decision":[178],"increased":[180],"use":[181],"edge":[183],"computing,":[184],"stronger":[185],"participation":[187],"use,":[190],"clearer":[191],"ethical":[192],"frameworks":[193],"exploratory":[195],"work":[196],"quantum":[198],"methods.":[199]},"counts_by_year":[{"year":2026,"cited_by_count":3}],"updated_date":"2026-06-15T08:34:33.830935","created_date":"2026-02-03T00:00:00"}
