Leonidas Theodorakopoulos, Alexandra Theodoropoulou
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Focusing on these areas will contribute to a holistic view of big data’s responsible use in digital marketing. By utilizing large datasets, businesses can now tailor their marketing strategies to individual consumers, enhancing customer satisfaction and engagement. Adopting the PRISMA methodology, this review synthesizes recent literature to evaluate the benefits of big data in digital marketing. The research was conducted through a rigorous five-stage process, encompassing the identification of key research questions, database searches, and the critical analysis of selected articles: (1) defining the initial topic, (2) developing the appropriate research questions, (3) identifying the necessary keywords, (4) identifying and searching databases, and finally (5) accessing and reading the articles. The databases that were searched were as follows: Scopus, Web of Science, Emerald Insight, Springer Link, and ScienceDirect. The articles that were selected were 19, in a total sum of 265 identified articles. The findings consolidate current knowledge on how big data analytics can optimize marketing strategies and consumer experiences. Ultimately, this review underscores the transformative potential of big data in digital marketing, highlighting its role in enhancing customer insights and driving more effective marketing strategies.</p>","PeriodicalId":36408,"journal":{"name":"Human Behavior and Emerging Technologies","volume":"2024 1","pages":""},"PeriodicalIF":4.3000,"publicationDate":"2024-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1155/2024/3641502","citationCount":"0","resultStr":"{\"title\":\"Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review\",\"authors\":\"Leonidas Theodorakopoulos, Alexandra Theodoropoulou\",\"doi\":\"10.1155/2024/3641502\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>The integration of big data analytics in digital marketing has fundamentally transformed how organizations understand and influence consumer behavior. 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引用次数: 0
摘要
大数据分析与数字营销的整合从根本上改变了企业了解和影响消费者行为的方式。本系统综述探讨了大数据在深入洞察消费者偏好和行为方面的潜力。目前有关大数据和消费者行为的文献展示了大数据在提升营销和客户体验方面的潜力。然而,目前还存在着巨大的差距,例如关于大数据驱动的持续个性化如何随着时间的推移影响消费者信任度和忠诚度的纵向研究。缩小这些差距将促进学术界对其的理解,并为优化营销战略和以道德方式改善客户体验提供实用见解。关注这些领域将有助于全面了解大数据在数字营销中的负责任使用。通过利用大型数据集,企业现在可以针对每个消费者量身定制营销策略,提高客户满意度和参与度。本综述采用 PRISMA 方法,对近期文献进行了综合,以评估大数据在数字营销中的益处。本研究采用了严格的五阶段流程,包括确定关键研究问题、数据库搜索以及对所选文章进行批判性分析:(1) 确定最初的主题,(2) 提出适当的研究问题,(3) 确定必要的关键词,(4) 确定和搜索数据库,最后 (5) 访问和阅读文章。搜索的数据库如下:Scopus、Web of Science、Emerald Insight、Springer Link 和 ScienceDirect。所选文章有 19 篇,总共确定了 265 篇文章。研究结果巩固了当前关于大数据分析如何优化营销策略和消费者体验的知识。最终,这篇综述强调了大数据在数字营销中的变革潜力,突出了大数据在增强客户洞察力和推动更有效营销战略方面的作用。
Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review
The integration of big data analytics in digital marketing has fundamentally transformed how organizations understand and influence consumer behavior. This systematic review explores the potential of big data to offer deep insights into consumer preferences and behaviors. The current literature on big data and consumer behavior showcases its potential in enhancing marketing and customer experiences. However, significant gaps exist, such as longitudinal studies on how continuous big data–driven personalization affects consumer trust and loyalty over time. Addressing these gaps will advance academic understanding and offer practical insights for optimizing marketing strategies and improving customer experiences ethically. Focusing on these areas will contribute to a holistic view of big data’s responsible use in digital marketing. By utilizing large datasets, businesses can now tailor their marketing strategies to individual consumers, enhancing customer satisfaction and engagement. Adopting the PRISMA methodology, this review synthesizes recent literature to evaluate the benefits of big data in digital marketing. The research was conducted through a rigorous five-stage process, encompassing the identification of key research questions, database searches, and the critical analysis of selected articles: (1) defining the initial topic, (2) developing the appropriate research questions, (3) identifying the necessary keywords, (4) identifying and searching databases, and finally (5) accessing and reading the articles. The databases that were searched were as follows: Scopus, Web of Science, Emerald Insight, Springer Link, and ScienceDirect. The articles that were selected were 19, in a total sum of 265 identified articles. The findings consolidate current knowledge on how big data analytics can optimize marketing strategies and consumer experiences. Ultimately, this review underscores the transformative potential of big data in digital marketing, highlighting its role in enhancing customer insights and driving more effective marketing strategies.
期刊介绍:
Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.