Skip to main content
SpringerLink
Log in

A Systematic Mapping Study of Using the Cutting-Edge Technologies in Marketing: The State of the Art of Four Key New-Age Technologies

  • Conference paper
  • First Online:
Internet of Things, Smart Spaces, and Next Generation Networks and Systems (NEW2AN 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13772))

Included in the following conference series:

  • 522 Accesses

Abstract

Fundamental shifts in marketing such as e-commerce and trading platforms make cutting-edge technologies a strategic priority for business and marketing leaders, although companies and firms found difficulty achieving their full potential, as a company culture-resistant marketing approach. The most important cutting-edge technologies (also known as key new-age technologies) as artificial intelligence, blockchain, the internet of things, and machine learning are expected to support many aspects of marketing such as meeting customer expectations and contact, recommendation of products, and identifying customer behavior and needs. However, the growing bodies of knowledge in cutting-edge technology research may disengage or disorient people who aim to integrate effectively those technologies in their business models based on their company strategy and needs because lack of systematization and categorization of massive information in the field may lead to irrelevant content retrieval, wasting time, and failure to identify the state of the art of those technologies. To address the systematic knowledge gaps in the field, this paper reports on a systematic mapping study that identified a recommended portfolio of 22 papers in the years 2017–2022, each proposing their own sets of applications and important research contributions in these four new-age technologies. The papers that were extracted from relevant and important databases through a systematic filtering process are the result of reviewing entirely, analyzing, and categorizing candidate studies to answer the research questions. This work also provides the current state of the art on using cutting-edge technologies in marketing illustrated by a taxonomy. The findings highlighted artificial intelligence technologies as the most common category of using cutting-edge technologies in marketing. Finally, the study also presents major implications for the marketing community and future research agenda in the field.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  1. Petrescu, M., Krishen, A.S., Kachen, S., Gironda, J.T.: AI-based innovation in B2B marketing: an interdisciplinary framework incorporating academic and practitioner perspectives. Ind. Mark. Manag. 103, 61–72 (2022)

    Article  Google Scholar 

  2. Kopalle, P.K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., Rindfleisch, A.: Examining artificial intelligence (AI) technologies in marketing via a global lens: current trends and future research opportunities. Int. J. Res. Mark. 39(2), 522–540 (2022)

    Article  Google Scholar 

  3. Haleem, A., Javaid, M., Qadri, M.A., Singh, R.P., Suman, R.: Artificial intelligence (AI) applications for marketing: a literature-based study. Int. J. Intell. Netw. (2022)

    Google Scholar 

  4. van Esch, P., Stewart Black, J.: Artificial intelligence (AI): revolutionizing digital marketing. Australas. Mark. J. 29(3), 199–203 (2021)

    Google Scholar 

  5. Stallone, V., Wetzels, M., Klaas, M.: Applications of blockchain technology in marketing systematic review of marketing technology companies. Blockchain Res. Appl. 100023 (2021)

    Google Scholar 

  6. Lannquist, A.: Blockchain in an enterprise: How companies are using blockchain today. Blockchain at Berkeley (2018). https://blockchainatberkeley.blog/a-snapshot-ofblockchain-in-enterprise-d140a511e5fd

  7. Lemos, C., Ramos, R.F., Moro, S., Oliveira, P.M.: Stick or twist—the rise of blockchain applications in marketing management. Sustainability 14(7), 4172 (2022)

    Article  Google Scholar 

  8. Antoniadis, I., Kontsas, S., Spinthiropoulos, K.: Blockchain applications in marketing. . In: Proceedings of the 7th ICCMI (2019)

    Google Scholar 

  9. Petit, O., Velasco, C., Spence, C.: Digital sensory marketing: integrating new technologies into the multisensory online experience. J. Interact. Mark. 45, 42–61 (2019)

    Article  Google Scholar 

  10. Marasco, A., Buonincontri, P., van Niekerk, M., Orlowski, M., Okumus, F.: Exploring the role of next-generation virtual technologies in destination marketing. J. Destin. Mark. Manag. 9, 138–148 (2018)

    Google Scholar 

  11. Kumar, V., Ramachandran, D., Kumar, B.: Influence of new-age technologies on marketing: a research agenda. J. Bus. Res. 125, 864–877 (2021)

    Article  Google Scholar 

  12. Ma, L., Sun, B.: Machine learning and AI in marketing–Connecting computing power to human insights. Int. J. Res. Mark. 37(3), 481–504 (2020)

    Article  Google Scholar 

  13. Terho, H., Mero, J., Siutla, L., Jaakkola, E.: Digital content marketing in business markets: activities, consequences, and contingencies along the customer journey. Ind. Mark. Manag. 105, 294–310 (2022)

    Article  Google Scholar 

  14. Alarcón, C.N., Sepúlveda, A.U., Valenzuela-Fernández, L., Gil-Lafuente, J.: Systematic mapping on social media and its business relation. Eur. Res. Manag. Bus. Econ. 24(2), 104–113 (2018)

    Article  Google Scholar 

  15. Thaha, A.R., Maulina, E., Muftiadi, R.A., Alexandri, M.B.: Digital marketing and SMEs: a systematic mapping study. Libr. Philos. Pract. (e-journal), 5113 (2021)

    Google Scholar 

  16. Balaji, M.S., Roy, S.K.: Value co-creation with the Internet of things technology in the retail industry. J. Mark. Manag. 33(1–2), 7–31 (2017)

    Article  Google Scholar 

  17. Mehralian, M.M.: Effect of internet of things on marketing performance: the mediating role of entrepreneurship orientation. In: 25th Iranian Conference on Business Development and Digital Transformation (2022)

    Google Scholar 

  18. Ajayi, S., Loureiro, S.M.C., Langaro, D.: Internet of things and consumer engagement on retail: state-of-the-art and future directions. Eur. Med. J. Bus. (2022). (ahead-of-print)

    Google Scholar 

  19. Dlamini, N.N., Johnston, K.: The use, benefits, and challenges of using the Internet of Things (IoT) in retail businesses: a literature review. In: 2016 International Conference on Advances in Computing and Communication Engineering (ICACCE) (pp. 430–436). IEEE, November 2016

    Google Scholar 

  20. Nguyen, B., Simkin, L.: The Internet of Things (IoT) and marketing: the state of play, future trends and the implications for marketing. J. Mark. Manag. 33(1–2), 1–6 (2017)

    Article  Google Scholar 

  21. Malik, R.: Retail and internet of things: a digital transformation. In: Advancing Smarter and More Secure Industrial Applications Using AI, IoT, and Blockchain Technology, pp. 251–260. IGI Global (2022)

    Google Scholar 

  22. Eshbayev, O.A., Mirzaliev, S.M., Rozikov, R.U., Kuzikulova, D.M., Shakirova, G.A.: NLP and ML-based approach of increasing the efficiency of environmental management operations and engineering practices. In: IOP Conference Series: Earth and Environmental Science, vol. 1045, no. 1, p. 012058. IOP Publishing, June 2022

    Google Scholar 

  23. Abubakar, A., Abdullah, H.H.: Building marketing intelligence capability with the internet of things for competitiveness: empirical evidence of selected retail companies in Oman. J. Glob. Bus. Adv. 14(6), 750–767 (2021)

    Article  Google Scholar 

  24. Miskiewicz, R.: Internet of things in marketing: bibliometric analysis (2020)

    Google Scholar 

  25. Avezimbetovich Sharipov, K., Alisherovna Abdurashidova, N.: Benchmarking strategy for industrial enterprise development. In: Proceedings of the 5th International Conference on Future Networks & Distributed Systems, pp. 318–322, December 2021

    Google Scholar 

  26. Ikramov, M., Eshmatov, S., Samadov, A., Imomova, G., Boboerova, M.: Management marketing strategy for formation of local brand of milk and dairy products in the digital economy. Revista geintec-gestao inovacao e tecnologias 11(2), 443–466 (2021)

    Article  Google Scholar 

  27. Mirzaliev, S.M., Homidov, H.H., Sharipov, K.A., Kholikova, N.A.: Perspectives of use of agricultural drones in Uzbekistan. In: IOP Conference Series: Earth and Environmental Science, vol. 1045, no. 1, p. 012147. IOP Publishing, June 2022

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Tashkent State University of Economics, Islam Karimov, 100066, Tashkent, Uzbekistan

    Kongratbay Sharipov, Nigora Abdurashidova, Aziza Valiyeva, Vasila Tuychieva, Mumtozbegim Kholmatova & Murshida Minarova

Authors
  1. Kongratbay Sharipov
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Nigora Abdurashidova
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Aziza Valiyeva
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Vasila Tuychieva
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Mumtozbegim Kholmatova
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Murshida Minarova
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Nigora Abdurashidova .

Editor information

Editors and Affiliations

  1. Tampere University, Tampere, Finland

    Yevgeni Koucheryavy

  2. Tashkent State University of Economics, Tashkent, Uzbekistan

    Ahmed Aziz

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Sharipov, K., Abdurashidova, N., Valiyeva, A., Tuychieva, V., Kholmatova, M., Minarova, M. (2023). A Systematic Mapping Study of Using the Cutting-Edge Technologies in Marketing: The State of the Art of Four Key New-Age Technologies. In: Koucheryavy, Y., Aziz, A. (eds) Internet of Things, Smart Spaces, and Next Generation Networks and Systems. NEW2AN 2022. Lecture Notes in Computer Science, vol 13772. Springer, Cham. https://doi.org/10.1007/978-3-031-30258-9_33

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-30258-9_33

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-30257-2

  • Online ISBN: 978-3-031-30258-9

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation