SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE
MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS

J 2024

SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS

NIKOLAEV, Dmitrii

Základní údaje

Originální název

SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS

Autoři

NIKOLAEV, Dmitrii

Vydání

Business: Theory and Practice, Lithuania, Vilnius Gediminas Technical University, 2024, 1648-0627

Další údaje

Jazyk

angličtina

Typ výsledku

Článek v odborném periodiku

Obor

50200 5.2 Economics and Business

Stát vydavatele

Litva

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/24:00135504

Organizační jednotka

Ekonomicko-správní fakulta

DOI

https://doi.org/10.3846/btp.2024.19203

EID Scopus

2-s2.0-85183637900

Klíčová slova anglicky

online marketing; data-driven approach; online marketing opportunities; online marketing barriers; systematic review; Internet of Things

Štítky

rivok

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 6. 3. 2025 14:04, Mgr. Alžběta Karolyiová

Anotace

V originále

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. Furthermore, there is a noticeable gap concerning the quantifiable impact of IoT on B2B online marketing effectiveness and the long-term customer perceptions of IoT-integrated products. The estimation of effects and opportunities as well as a detailed description of challenges is an important step in every technological development.

Přiložené soubory

19203-Article_Text-83771-3-10-20240119.pdf

Citovat

NIKOLAEV, Dmitrii. SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS. Business: Theory and Practice. Lithuania: Vilnius Gediminas Technical University, 2024, roč. 25, č. 1, s. 36-50. ISSN 1648-0627. Dostupné z: https://doi.org/10.3846/btp.2024.19203.

@article{2372559,
   author = {Nikolaev, Dmitrii},
   article_location = {Lithuania},
   article_number = {1},
   doi = {https://doi.org/10.3846/btp.2024.19203},
   keywords = {online marketing; data-driven approach; online marketing opportunities; online marketing barriers; systematic review; Internet of Things},
   language = {eng},
   issn = {1648-0627},
   journal = {Business: Theory and Practice},
   title = {SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS},
   url = {https://journals.vilniustech.lt/index.php/BTP/article/view/19203},
   volume = {25},
   year = {2024}
}

TY  - JOUR
ID  - 2372559
AU  - Nikolaev, Dmitrii
PY  - 2024
TI  - SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS
JF  - Business: Theory and Practice
VL  - 25
IS  - 1
SP  - 36-50
EP  - 36-50
PB  - Vilnius Gediminas Technical University
SN  - 16480627
KW  - online marketing
KW  - data-driven approach
KW  - online marketing opportunities
KW  - online marketing barriers
KW  - systematic review
KW  - Internet of Things
UR  - https://journals.vilniustech.lt/index.php/BTP/article/view/19203
N2  - 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. Furthermore, there is a noticeable gap concerning the quantifiable impact of IoT on B2B online marketing effectiveness and the long-term customer perceptions of IoT-integrated products. The estimation of effects and opportunities as well as a detailed description of challenges is an important step in every technological development.
ER  -

NIKOLAEV, Dmitrii. SYSTEMATIC REVIEW: OPPORTUNITIES AND BARRIERS TO ONLINE MARKETING CAUSED BY THE DEVELOPMENT OF THE INTERNET OF THINGS. \textit{Business: Theory and Practice}. Lithuania: Vilnius Gediminas Technical University, 2024, roč.~25, č.~1, s.~36-50. ISSN~1648-0627. Dostupné z: https://doi.org/10.3846/btp.2024.19203.

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