| مشخصات مقاله | |
| ترجمه عنوان مقاله | پذیرش فناوری اطلاعات در بازاریابی دیجیتال: مروری بر ادبیات |
| عنوان انگلیسی مقاله | Information Technology Adoption on Digital Marketing: A Literature Review |
| انتشار | مقاله سال 2021 |
| تعداد صفحات مقاله انگلیسی | 22 صفحه |
| هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
| پایگاه داده | نشریه MDPI |
| نوع نگارش مقاله | مقاله پژوهشی (Research article) |
| مقاله بیس | این مقاله بیس نمیباشد |
| نمایه (index) | Scopus – Master Journals List – DOAJ |
| نوع مقاله |
ISI |
| فرمت مقاله انگلیسی | |
| شاخص H_index | 12 در سال 2020 |
| شاخص SJR | 0.451 در سال 2020 |
| شناسه ISSN | 2227-9709 |
| شاخص Quartile (چارک) | Q2 در سال 2020 |
| فرضیه | ندارد |
| مدل مفهومی | ندارد |
| پرسشنامه | ندارد |
| متغیر | ندارد |
| رفرنس | ندارد |
| رشته های مرتبط | مدیریت |
| گرایش های مرتبط | بازاریابی، مدیریت فناوری اطلاعات، مدیریت بازرگانی |
| نوع ارائه مقاله |
ژورنال |
| مجله / کنفرانس | انفورماتیک – Informatics |
| دانشگاه | Polytechnic of Porto, Portugal |
| شناسه دیجیتال – doi | https://doi.org/10.3390/informatics8040074 |
| کد محصول | E15866 |
| وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
| دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
| سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
| فهرست مطالب مقاله: |
| Abstract Introduction Theoretical Background Materials and Methods Discussion References |
| بخشی از متن مقاله: |
| 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. |