The objective of this chapter is to study the effect of big data marketing and human resources management on the performance of companies and to find in return a relevant solutions. This study is based on the selection of 22 recent articles. This literature search designates the causal relationship between marketing theory and big data, while indicating the specificities of big data marketing. Then, this study indicates the opportunities and constraints found with the following of this type of integration. After that, it indicates the importance of the correlation between big data and human resources and also the necessity of performance. Finally, this research specifies the effects of big data marketing and human resources management on the performance of companies. The contribution of this study is justified by previous studies that point to this gap based on the consideration of marketing and management literature.

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With economic advancement, technological development, and the emergence of new trends related to brands, consumer behavior has been transformed as a result of several factors that influence their decision making towards a product, service, or brand. For this, it is necessary to know the importance of the brand experience in determining consumer behavior and intentions. The authors mobilize two theories on which to base their model and to formulate their research hypotheses. The investigation is one of the first empirical investigations of the determinants and consequences and the central role of brand experience. The purpose of this chapter is to propose a new model in the marketing literature. This model proposes (1) to test the central role of brand experience; (2) to measure its effects on customer loyalty, brand love, and emotional value brand; and (3) to measure the effects of customer engagement, sensory marketing, and customer loyalty as antecedents of brand experience. These three contributions make the research original.