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Although big data analytics have been widely considered a key driver of marketing and innovation processes, whether and how big data analytics create business value has not been fully understood and empirically validated at a large scale. Taking social media analytics as an example, this paper is among the first attempts to theoretically explain and empirically test the market performance impact of big data analytics. Drawing on the systems theory, we explain how and why social media analyticsdoi:10.1016/j.im.2018.11.001 fatcat:uo7mamwrj5f2dg4eju42qyd5ge