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Information Technology Adoption on Digital Marketing: A Literature Review

2021Journal article Open access
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dc.contributor.authorFigueiredo, Fátima
dc.contributor.authorGonçalves, Maria José Angélico
dc.contributor.authorTeixeira, Sandrina
dc.date.accessioned2022-07-25T15:00:07Z
dc.date.available2022-07-25T15:00:07Z
dc.date.issued2021
dc.description.abstractData generation is currently expanding at an astonishing pace, and the function of marketing is becoming increasingly sophisticated and customized. Companies seek to understand their internal corporate environment and externalities and to exponentially enhance their marketing power. This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer. The literature review allowed us to conclude that in the next decades, the business world in general, and marketing in particular, will define more oriented strategies based on a more profound knowledge of consumer behavior. Artificial intelligence agents driven by machine learning methods, technology, and Big data will be a conditioning factor in defining these strategiespt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.3390/informatics8040074pt_PT
dc.identifier.issn2227-9709
dc.identifier.urihttp://hdl.handle.net/10400.22/20715
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.relationCenter of Organizational and Social Studies of Polytechnic of Porto
dc.relation.publisherversionhttps://www.mdpi.com/2227-9709/8/4/74pt_PT
dc.subjectBig Datapt_PT
dc.subjectDigital marketingpt_PT
dc.titleInformation Technology Adoption on Digital Marketing: A Literature Reviewpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCenter of Organizational and Social Studies of Polytechnic of Porto
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F05422%2F2020/PT
oaire.citation.issue4pt_PT
oaire.citation.startPage74pt_PT
oaire.citation.titleInformaticspt_PT
oaire.citation.volume8pt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameAngélico Gonçalves
person.familyNameTeixeira
person.givenNameMaria José
person.givenNameSandrina
person.identifier1603848
person.identifier.ciencia-id181E-D87B-D0AD
person.identifier.ciencia-idB911-05A6-FDFF
person.identifier.orcid0000-0003-3318-9973
person.identifier.orcid0000-0002-5859-0002
person.identifier.ridD-4222-2016
person.identifier.ridH-3401-2013
person.identifier.scopus-author-id36550333000
person.identifier.scopus-author-id55580518700
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication4dcd9d0b-6759-4704-a543-33e3e8eb446d
relation.isAuthorOfPublication5f27d742-c363-4c94-865b-0c369569d462
relation.isAuthorOfPublication.latestForDiscovery5f27d742-c363-4c94-865b-0c369569d462
relation.isProjectOfPublication6f9b5539-acd9-4f49-9dbd-6f283688e837
relation.isProjectOfPublication.latestForDiscovery6f9b5539-acd9-4f49-9dbd-6f283688e837

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