Information Technology Adoption on Digital Marketing: A Literature Review

PurposeThis paper aims at exploring the factors that are important for the digital development of small and medium-sized enterprises (SMEs) in response to the coronavirus disease 2019 (COVID-19) crisis compared to large-sized enterprises.Design/methodology/approachUsing data from a survey in Greek firms during the pandemic, econometric models are estimated to identify factors that are related to the expansion of digital marketing and e-commerce practices of SMEs and large-sized enterprises based on the technology–organization–environment framework.FindingsThe results suggest that while further investments in information and communication technology (ICT) infrastructure are important for the digital development of SMEs during the COVID-19 crisis, it is the innovative activities that advance the digitalization of large-sized enterprises. Also, SMEs, which implement flexible human resource (HR) practices (such as remote work) and face delays in the supply chain due to the pandemic, appear to have increased probability of expanding their digital marketing and e-commerce. On the contrary, HR practices do not seem to matter for large firms, while new regulations appear to discourage their digital development during the COVID-19 crisis.Originality/valueThis is the first study which empirically explores the digital reactions of SMEs compared to those of large-sized enterprises in a pandemic crisis context. It advances the limited knowledge on the potentially different responses of SMEs and large-sized enterprises to major external shocks with respect to their digital marketing and e-commerce expansion.

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“…digital marketing (e.g. Figueiredo et al, 2021;Ritz et al, 2019) and selling of products, i.e. e-commerce (e.g.…”

Section: Introductionmentioning

confidence: 99%

Digital responses of SMEs to the COVID-19 crisis

Giotopoulos

Κοντόλαιμου

Τσακανίκας

2022

IJEBR

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“…Based on these accumulated data, we must portray the demanding market search behaviors [25], correctly infer consumers' intentions and preferred actions [26] while accurately gaining insight into consumers' changes in a timely manner and using big data to help the business make better decisions [9,10], enhance consumers' experience [5,27], use digging and analyzing data to understand consumers' demand preferences more clearly, enhance the conversion for the entire supply chain network management [28] and, finally, transform the big data marketing strategy into economic benefits. In addition, the service supply chain indicates, forecasts, analyzes and guides consumer behaviors based on datadriven analysis [29]. After the development of data-driven marketing [4], the profit growth rate is higher [5].…”

Section: Research On Supply Chain Digital Technologiesmentioning

confidence: 99%

A Rental Platform Service Supply Chain Network Equilibrium Model Considering Digital Detection Technology Investment and Big Data Marketing

Peng

2023

Sustainability

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Digital transformation is reshaping the decision making management of the rental service mode in the manufacturing industry, and improving digital detection technology and big data marketing have become effective ways to create value. Based on the three-level rental platform service supply chain network structure composed of manufacturers, rental platform operators and the demand market, a supply chain network equilibrium model considering the digital detection technology input and big data marketing is constructed by using variational inequality and the Nash equilibrium theory, and the optimal decision making conditions of the manufacturers and rental platform operators are derived. Combined with the Euler algorithm design procedure and numerical examples, the influences of the digital detection technology level, big data marketing cost coefficient and cost sharing ratio on the equilibrium state are analyzed. The results show that the input of digital detection technology leads to the increase in profits of each participant in the rental platform service supply chain network and promotes a more coordinated development of the supply chain. When the rental platforms implement big data marketing, the manufacturers share the cost, which can continuously improve the profits of both partners and make the cooperation more stable and efficient.

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“…Another recent study by Figueiredo et al. (2021) mentions the importance of a deep understanding of consumer behavior and the tools to do so in order to survive and flourish in this competitive market. Their study acknowledges artificial intelligence and big data as game changers in understanding consumer behavior and formulating targeted strategies for effective marketing.…”

Section: Literature Reviewmentioning

confidence: 99%

Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis

Thakur,

Kushwaha

2023

Glob Bus Org Exc

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The marketing environment has experienced significant advancements due to the transformative influence of technologies such as artificial intelligence, data analytics, decision sciences, and robotics. These innovations have entirely reshaped the fundamental marketing principles as we know them. This study uses bibliometric analysis to conduct a systematic literature review of research on Artificial Intelligence (AI) in marketing and provides future research directions. It also aims to identify the most influential and productive contributors and progression of research on AI in marketing. The bibliographic data of 317 documents on artificial intelligence in marketing research was extracted from the Scopus database. The bibliometric analysis is performed to comprehensively understand the most influential and productive articles, authors, sources, and the top contributing countries and institutions towards the discipline of AI in marketing research. The results and the publication trend show exponential growth yearly in AI in marketing research. Furthermore, it discovered four main thematic clusters: Data mining and deep learning in decision support systems, big data and generative AI in marketing, AI‐enabled commerce, and chatbots and marketing Tech that represent the recent research being carried out under AI in marketing. The trending topics recognized are marketing algorithms for decision‐making, AI‐enabled marketing, the Internet of Things (IoT) and marketing, natural language processing and customer service, robotic services, and chatbots. This study also emphasizes potential future research areas, building upon the established thematic clusters.

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Information Technology Adoption on Digital Marketing: A Literature Review

Cited by 24 publications

References 50 publications

Digital responses of SMEs to the COVID-19 crisis

Digital responses of SMEs to the COVID-19 crisis

A Rental Platform Service Supply Chain Network Equilibrium Model Considering Digital Detection Technology Investment and Big Data Marketing

Artificial intelligence in marketing research and future research directions: Science mapping and research clustering using bibliometric analysis

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