Exploring the Internet of Things-Marketing Connection: A Bibliometric Review and Directions for Future Research

Abstract

Internet of Things (IoT) has seen rapid penetration with widespread applications at individual user level and organizational level. Marketing is among the critical areas where IoT has brought significant transformation for businesses. This bibliometric analysis aims to understand the present IoT-marketing trends and inform the future research agenda accordingly. This chapter also seeks to identify some common threads explored across the studies. This bibliometric analysis uses research papers from Scopus database. Preliminary analysis showed a growth in the number of articles published over the past decade, indicating increased interest among researchers. This growth is spread across geographies, including developed and developing countries. The findings indicate that the research on IoT in the marketing, being an enticing area for researchers, is growing and will further escalate in future. This study makes novel contributions to the literature around the topic as it reviews IoT research trends in marketing. The analysis further helps to establish the collective viewpoint of many researchers who agree that IoT has enormous potential in marketing. Lastly, the study discusses limitations and future avenues for research related to the topic.

Citation

Zaid, M. and Farooqi, R. (2024), "Exploring the Internet of Things-Marketing Connection: A Bibliometric Review and Directions for Future Research", Singh Kaurav, R.P. and Mishra, V. (Ed.) Review of Technologies and Disruptive Business Strategies (Review of Management Literature, Vol. 3), Emerald Publishing Limited, Leeds, pp. 275-292. https://doi.org/10.1108/S2754-586520240000003014