An empirical study on the role of big data governance in personalizing newsfeeds and enhancing customer relationship management in the digital economy

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Abstract

The integration of big data into customer relationship management (CRM) has emerged as a critical strategy for businesses seeking competitive advantages in today’s digital landscape. While organizations traditionally use big data to enhance customer service, it also serves to synthesize internal CRM data with external customer behavior and purchasing patterns (Taleb et al., 2020). This study investigates the factors through which big data enables newsfeed personalization, employing a quantitative research approach with data collected from 822 Thai respondents via convenience sampling. Using statistical analyses, including binary regression, the research identified multiple factors influencing newsfeed personalization: 1) knowledge scores, 2) demographic variables (gender, age, education, income, occupation), 3) user behavior (expenses, frequency), and 4) social media platform usage (Line, X, View). The findings revealed the intricate relationship between these variables in digital content personalization. These insights carry significant implications for various stakeholders: 1) businesses can enhance their targeted marketing strategies, 2) consumers can better understand their online experiences, 3) policymakers can develop more informed data usage regulations, and 4) researchers can further explore the ethical dimensions of big data applications. The study ultimately emphasizes the importance of responsible big data utilization in the evolving digital ecosystem.

Keywords: Big Data, Customer Relationship Management, Newsfeed’s Personalization

Authors’ individual contribution: Conceptualization — P.L., N.C., R.N., Y.S., and R.T.; Methodology — P.L., N.C., R.N., and Y.S.; Software — P.L., N.C., R.N., Y.S., and P.S.; Investigation — P.L., N.C., R.N., Y.S., P.S., and R.T.; Resources — P.L., N.C., R.N., Y.S., P.S., and R.T.; Writing — Original Draft — P.L., N.C., R.N., Y.S., P.S., and R.T.; Writing — Review & Editing — P.L., N.C., R.N., and Y.S.; Visualization — P.L., N.C., R.N., P.S., and R.T.; Supervision — P.L., R.N., and Y.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: C81, D12, O33

Received: 01.07.2024
Revised: 24.10.2024; 30.11.2024; 05.04.2025
Accepted: 01.05.2025
Published online: 05.05.2025

How to cite this paper: Limna, P., Chinnapakjarusiri, N., Nivornusit, Y., Siri, P., & Thetle, R. (2025). An empirical study on the role of big data governance in personalizing newsfeeds and enhancing customer relationship management in the digital economy. Journal of Governance & Regulation, 14(2), 166–175. https://doi.org/10.22495/jgrv14i2art17