2024
DOI: 10.3846/btp.2024.19203
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Systematic Review: Opportunities and Barriers to Online Marketing Caused by the Development of the Internet of Things

Dmitrii Nikolaev

Abstract: The current research aims to systematically review the impact of the Internet of Things (IoT) on online marketing, focusing on its opportunities and challenges. Using the PSALSAR methodology, this research delves deep into the literature to understand the nature of IoT influences. The analysis reveals that while IoT offers transformative potential for online marketing, it brings with it significant challenges. Among these challenges are concerns about security, consumer perceptions, and sustainability. Further… Show more

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