Інтернет речей та маркетинг: бібліографічний аналіз

Автори:
Радослав Мішкєвіч1
1. Сілезька політехніка (Польща)
Сторінки:
371 - 381
Мова оригіналу:
Англійська
Цитувати як:
Miskiewicz, R. (2020). Internet of Things in Marketing: Bibliometric Analysis. Marketing and Management of Innovations, 3, 371-381. http://doi.org/10.21272/mmi.2020.3-27


Анотація

Систематизація наукових джерел та підходів щодо дослідження особливостей стрімкого проникнення Інтернету речей в життя свідчить про значний внесок науковців у вирішення даного питання. У статті узагальнено аргументи та контраргументи в рамках наукової дискусії щодо особливостей трансформації маркетингових процесів в умовах швидкого розвитку Інтернету речей. Головною метою дослідження є аналіз структури та динаміки наукових публікацій, присвячених тематиці розвитку Інтернету речей з маркетингової точки зору. Гіпотеза дослідження полягає в аналізі наукового доробку, представленого у базі даних Scopus, щодо взаємозв'язку між розвитком Інтернету речей та маркетингом. Об'єктом дослідження є низка наукових публікацій в різних предметних областях, які індексуються у базі даних Scopus за ключовими словами «Internet of Things» та «Marketing». Пошук ключових слів здійснено у заголовках статей, їх анотаціях та ключових словах. Періодом дослідження обрано 2008-2020 роки. Практична реалізація усіх етапів даного дослідження здійснена за допомогою інструментарію програмного забезпечення VOSviewer та Scopus. У ході емпіричного аналізу визначено динаміку публікаційної активності, висвітлено найбільш впливові статті та журнали з означеної тематики. Відповідно до мети дослідження проведено бібліометричний аналіз обраних публікацій за критеріями спільної появи ключових слів та співавторства за країнами. Отримані результати дозволили зробити висновок про актуальність подальших досліджень питань щодо кібербезпеки фінансових та персональних даних, управління даними, смарт-виробництва, сталого розвитку, доповненої реальності, штучної нейронної мережі тощо. Результатами бібліометричного аналізу свідчать про тісну співпрацю між науковцями з 1) США, Гонконгу та ЄС; 2) Китаю, Японії, Малайзії, В’єтнаму, Тайвані, Індонезії тощо; 3) Південної Америки, Ізраїлю та країн Европи; 4) Австралії та Таїланду та пострадянських країн. Автори зазначили, що результати проведеного дослідження мають науковий внесок у подальший розвиток маркетингових процесів під впливом Інтернету речей.

 


Ключові слова
штучний інтелект, великі дані, цифрова економіка, кіберфізичні системи, Індустрія 4.0, Інтернет речей, економіка знань


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