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Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis

Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis

Hesham Magd, Shad Ahmad Khan, Bhanupriya Khatri, Nidhi Sharma, Shaina Arora
Copyright: © 2023 |Pages: 18
ISBN13: 9781668481660|ISBN10: 1668481669|ISBN13 Softcover: 9781668481677|EISBN13: 9781668481684
DOI: 10.4018/978-1-6684-8166-0.ch007
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MLA

Magd, Hesham, et al. "Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis." Global Applications of the Internet of Things in Digital Marketing, edited by Arshi Naim and V. Ajantha Devi, IGI Global, 2023, pp. 123-140. https://doi.org/10.4018/978-1-6684-8166-0.ch007

APA

Magd, H., Khan, S. A., Khatri, B., Sharma, N., & Arora, S. (2023). Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis. In A. Naim & V. Devi (Eds.), Global Applications of the Internet of Things in Digital Marketing (pp. 123-140). IGI Global. https://doi.org/10.4018/978-1-6684-8166-0.ch007

Chicago

Magd, Hesham, et al. "Understanding the Relationship Between IoT and Digital Marketing: A Bibliometric Analysis." In Global Applications of the Internet of Things in Digital Marketing, edited by Arshi Naim and V. Ajantha Devi, 123-140. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-8166-0.ch007

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Abstract

This study aims to understand the relationship between the internet of things (IoT) and digital marketing (DM) by conducting a bibliometric analysis of existing literature. The analysis includes mainly the co-occurrence analysis to explore the major terms and keywords in the arena of IoT and DM. Results indicate a growing interest in the IoT and DM, with a significant increase in publications in the recent years. However, the findings reveal that very limited studies have been conducted in the intersection of IoT and digital marketing. This study thus looks at IoT and DM minutely, and attempts to identify the trends, works, and future possibilities. Thus, this study can serve as a valuable resource for researchers and practitioners in the field.

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