Role of Big Data in Consumer Behaviour Analysis and its impact on Digital Marketing Strategies

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dc.contributor.advisorBujdosó, Gyöngyi
dc.contributor.authorAlatrash, Habeeb Alrahman Mohamed A.
dc.contributor.departmentDE--Informatikai Kar
dc.date.accessioned2026-02-12T17:45:54Z
dc.date.available2026-02-12T17:45:54Z
dc.date.created2025-11-17
dc.description.abstractThis thesis examines how Big Data reshapes consumer behaviour analysis and transforms digital marketing strategy. It integrates a comprehensive literature review with a practical, data-driven exploration using a synthetic consumer dataset. The study highlights how advanced analytics strengthen personalization, segmentation, and real-time decision-making across industries, while also exposing ethical challenges tied to privacy, transparency, and algorithmic bias. Methodologically, the thesis adopts a mixed-design approach that combines qualitative literature insights with quantitative data visualizations to bridge theory and practice. Its motivation lies in addressing the gap between behavioural understanding and strategic implementation, with the objective of demonstrating how big data can elevate digital marketing effectiveness in a real-world context.
dc.description.courseGazdaságinformatikus
dc.description.degreeBSc/BA
dc.format.extent40
dc.identifier.urihttps://hdl.handle.net/2437/404359
dc.language.isoen
dc.rights.infoHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.
dc.subjectBig Data
dc.subjectDigital Marketing
dc.subjectConsumer Behaviour
dc.subjectData Analysis
dc.subjectData Visualisation
dc.subject.dspaceInformatics
dc.titleRole of Big Data in Consumer Behaviour Analysis and its impact on Digital Marketing Strategies
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