Consumer Brand Engagement (CBE) is getting great attention from the marketers because of its explanatory and predictive value. However, CBE measurement faces many obstacles, both theoretical and practical. This study, by using a big data mining tool, demonstrates the ability market measuring CBE as well as CBE's value in explaining and forecasting the real-time status of the market and competition such as market share, revenue, customer interest in Vietnam mobile phone market. The results confirmed the ability to use big data mining tools in Vietnam, especially for businesses that are limited size and resources. |
