Big data and firm marketing performance: Findings from knowledge-based view

Gupta, Shivam; Justy, Théo; Kamboj, Shampy; Kumar, Ajay; Kristoffersen, Eivind

doi:10.1016/j.techfore.2021.120986

Cited by 107 publications

(64 citation statements)

References 56 publications

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“…Big Data marketing is related to database marketing, which involves collecting, aggregating, and commercializing personal data and information. The increased popularity of social networking platforms such as Facebook, Twitter, and Instagram, and e-commerce platforms such as Amazon and Alibaba, have increased avenues of data collection for targeted advertisements [47]. Data companies-known as data brokers-collect, analyze, combine, and sell users' information, including personal data associated with online and offline behaviors [48].…”

Section: Big Data Analytics and Customer Profilingmentioning

confidence: 99%

“…Thus, it leverages Big Data to increase brand awareness and boost customer acquisition. Big Data analytics provides marketers with a 360-degree view of customer behaviors and patterns, enabling them to design and implement customer-specific content to enhance online and in-store brand recognition and recall [47]. Besides this, Big Data allows marketers to leverage the cloud to gather and analyze consistent and personalized data from multiple sources, including mobile applications, emails, and the web [51].…”

Section: Big Data Analytics and Customer Profilingmentioning

confidence: 99%

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Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Rosário

Dias

2022

JSAN

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Industry 4.0, or the Fourth Industrial Revolution, is driven by innovative technologies that have profound effects on both production systems and business models. This revolution is characterized by the addition of disruptive technologies and methods. These aspects of Industry 4.0 have a significant impact on marketing, and have led to an evolution to ensure that marketing activities align with technological advancements and address consumers’ current needs. The purpose of this paper is to formulate and discuss future research avenues for marketing considering the changes brought about by Industry 4.0. The approach taken in the paper is to review the relevant literature and focus on the key themes which are most important for future research on Industry 4.0 and marketing. Therefore, a Systematic Bibliometric Literature Review was conducted based on the SCOPUS indexing online database of scientific articles, the most important peer-reviewed journal database in the academic world. The paper finds that there are a number of research avenues for marketing researchers to conduct investigations in, but the most important areas are five marketing principles in Industry 4.0: cooperation, conversation, co-creation, cognitivity, and connectivity. Future research should focus on the quantitative study of these five principles.

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Section: Big Data Analytics and Customer Profilingmentioning

confidence: 99%

Section: Big Data Analytics and Customer Profilingmentioning

confidence: 99%

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Rosário

Dias

2022

JSAN

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“…One group (red colour) comprises authors located in Australia [28,29] dealing with the use of immersive technologies (e.g., VR) for destination experiences, in situations of over-tourism leading to deterioration of the sites. Another group (in green), aggregates researchers from different countries, such as USA, France, or England, [30][31][32][33], and deals with AI for sustainable purposes at a firm level but considering different external stakeholders. The blue group also examines AI and other related technologies, for sustainable issues (e.g., France, England, Australia, Malaysia), but more focused in internal stakeholders [34,35].…”

Section: Cooperative Network Of Authors Countries Of Affiliation and Documentsmentioning

confidence: 99%

“…Furthermore, based on the most recent contributions from scholars more dedicated to the benefits of technology for overall business sustainability [33,57], we can expect future advancements on demonstrating transversal organisational gains, such as cost reduction and augmented decision-making capabilities provided by big data analytics. The potential benefits arising from co-creation opportunities, AI and machine learning are suggested [60,61], which may disrupt the competitive landscape for food industry and hospitality, per example, by enabling players with proactive flexibility for more robust marketing applications and supply chain competitive advantages, because of demand forecasts driven by big data and more interactive relationships with customers.…”

Section: Review Of Theories Framework and Literature On The Role Of New Technologies And Accelerating The Innovation Roadmapmentioning

confidence: 99%

Shaping a View on the Influence of Technologies on Sustainable Tourism

Loureiro

Nascimento

2021

Sustainability

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To date, tourism is the fastest growing industry globally, but one of the least developed in terms of environmentally sustainable practices. However, only a small portion of documents elaborate on how the introduction of new technologies can impact a more sustainable development route for tourism. This study’s objective is to provide an overview on literature state-of-the-art related to sustainable tourism and technological innovations, offering insights for further advancing this domain. We employ a bibliometric analysis and a comprehensive review of 139 articles, collected from Web of Science and Scopus databases, for the purpose of: (i) exploring and discussing the most relevant contributions in the publication network: (ii) highlighting key issues and emerging topics; (iii) uncovering open questions for the future. Our findings reveal contradictory views on the risks and benefits of technology adoption. Artificial intelligence, internet of things, circular economy, big data, augmented and virtual reality emerge as major trends. Five work streams are identified and described, leading to a broader perspective on how technology can shape the future of sustainable tourism. Relevant theoretical and managerial implications are derived. Finally, a research agenda is proposed as guidance for future studies addressing the outcomes of digital disruption on sustainable tourism.

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“…Database marketing, which involves collecting, aggregating, and selling personal data and information, is linked to big data marketing. The popularity of e-commerce sites such as Amazon and Alibaba and social networking sites such as Facebook, Twitter, and Instagram, have increased data collection opportunities for targeted advertising (Gupta et al, 2021). Companies that collect, analyze, integrate and sell user information, including personal information related to online and offline actions, are known as data intermediaries (Matthyssens, 2019).…”

Section: Big Data Analysis and Customer Profilingmentioning

confidence: 99%

Digital Marketing Communication Patterns for Islamic Microfinance Institutions in the Industrial Era 4.0

Mas’ud¹

2021

Khazanah Hukum

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This study tries to show that implementing a comprehensive marketing program will help Islamic microfinance institutions (LKMS) improve their overall performance, especially in the current industrial era. Like other Islamic organizations, Islamic microfinance institutions must follow Islamic (Sharia) rules in all aspects of a business. Then a marketing program suitable for Islamic microfinance institutions must include a marketing concept established by relying on Islamic values. Similar to other organizations, the main objective of the marketing program of Islamic microfinance institutions is to retain existing customers and attract new customers. In addition, an efficient marketing program must contain several specifications emphasizing the nature of the market and the institution itself, competitors, development of marketing plans, and client preferences. Some concrete steps that need to be taken by LKMS are using Internet of Things (IoT) technology, cloud computing, big data and customer profiling, and electronic payments

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Big data and firm marketing performance: Findings from knowledge-based view

Cited by 107 publications

References 56 publications

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda

Shaping a View on the Influence of Technologies on Sustainable Tourism

Digital Marketing Communication Patterns for Islamic Microfinance Institutions in the Industrial Era 4.0

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