Influence of new-age technologies on marketing: A research agenda

被引:195
作者
Kumar, V [1 ,2 ]
Ramachandran, Divya [1 ,2 ]
Kumar, Binay [1 ,2 ]
机构
[1] Ctr Excellence Brand & Customer Management, Atlanta, GA USA
[2] Georgia State Univ Atlanta, J Mack Robinson Coll Business, Atlanta, GA 30326 USA
关键词
Internet of things; Artificial intelligence; Machine learning; Blockchain; Marketing strategy; Customer relationship management; FIRM PERFORMANCE; THINGS IOT; INTERNET; ANALYTICS; ADOPTION; STRATEGY;
D O I
10.1016/j.jbusres.2020.01.007
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study focuses on four key new-age technologies - the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain - and their respective roles in marketing. Specifically, the study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.
引用
收藏
页码:864 / 877
页数:14
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