KOREASCHOLAR

Technology has turned the consumer into a non-stop generator of traditional, structured, transactional data as well as more contemporary, unstructured, behavioural data. The study of consumer analytics turns on the junction of Big Data and consumer behaviour. This paper intends to test empirically the conceptual model proposed by Erevelles, Fukawa and Swayne (2016) for FB, in Portugal. A qualitative methodology is being performed, namely conducting twenty-five in-deep interviews with the current managers of FB, with the average duration of one hour. Once the 25 interviews are all carried out, they will be subsequently transcribed in full. Then, a content analysis will be held by two researchers and resorted to software NVivo, which is considered a good tool to help in theory building (Azevedo, 1998). Since the study is still at the moment of data collection through in-deep interviews, it is not yet possible to present consistent results. However, the first interviews leads to the idea that FB in Portugal do not have a structure particularly dedicated to identifying business opportunities that favor the implementation of an organized Big Data management system. It was also recognize the option of a more centralized management strategy, in anticipation the changes in the environment that can predict trends in the consumer market. Finally, it was verify that the definition of a particular profile of skills and knowledge associated with the agents involved in the collection and treatment of the inputs given by the consumers through the analysis of the Big Data, is not yet defined.

• Isabel Torres(Universidade Lusíada - Norte, Portugal)
• Paula Rodrigues(Universidade Lusíada - Norte, Portugal)
• Adélia Monarca(Universidade Católica Porto, Portugal)
• Miguel Guerreiro(Universidade Lusíada - Norte, Portugal)