مقاله انگلیسی پذیرش فناوری اطلاعات در بازاریابی دیجیتال
Abstract
Introduction
Theoretical Background
Materials and Methods
Discussion
References
Abstract
Data generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to exponentially enhance their marketing power. This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer. The literature review allowed us to conclude that in the next decades, the business world in general, and marketing in particular, will define more oriented strategies based on a more profound knowledge of consumer behavior. Artificial intelligence agents driven by machine learning methods, technology, and Big data will be a conditioning factor in defining these strategies.
Introduction
Marketing analytics and, more specifically, the precise assessment of marketing performance, have long been priorities in business [1,2]. Technological innovations, including Big Data and advancements in data analytics are revolutionary opportunities for businesses to establish a more effective communication strategy with their target customers [3–5]. Big Data has thus become important for marketers as they saw in it an opportunity to explore new technologies and to gain strategic insights for their companies. This has hence enabled them to improve consumer experience, via a better combination of marketing offer and customer preferences. Data-driven analytics, supported by Big Data, technologies and information systems allow for the extraction of significant data and its transformation into business insights [6]. Understanding how Big Data is used by companies and how it contributes to the definition of digital strategies is a matter of the utmost interest, hence the relevance of this study.