PhD, Assistant Professor, Department of Marketing, Texas State University, San Marcos, Texas, USA
This paper focuses on examining IoT applications in marketing research and provides information on how organizations utilize IoT devices and other new technologies such as artificial intelligence (AI), machine learning (ML), and social media to promote various products and services. Moreover, this study specifies how the consistent use of IoT technologies results in substantial organizational competitiveness. The paper also explains how IoT can be referred to as a new component of business analytics and digital marketing and discusses the challenges related to introducing IoT solutions. The most pressing issues that need to be addressed in the IoT context are described as ethical and data privacy issues. It can be explained by the fact that a substantial amount of data is generated during the development of IoT solutions, which raises the question of whether the respective information could be properly managed. It necessitates implementing a transparent, ethical framework, which should be supported by an adequately regulatory process. The extensive exploration of IoT solutions allows academics and marketing practitioners to generate a wide range of data that can be used to improve products and services provided to diverse consumer groups. Therefore, this paper offers a framework for the collaboration process between academics and practitioners. This collaboration in developing IoT tools is marked by adopting a holistic approach to facilitating the progress of such innovation. Academic researchers’ expertise can be utilized to generate creative and innovative ideas on the IoT sector. The combination of important theoretical assumptions and practical experience is vital to achieving the strategic goals of the collaboration between academics and practitioners.
Keywords: IoT, Marketing Research, Information Exchange, Organizational Competitiveness, Consumer Experience, Ethical Issues, Privacy Issues.
JEL Classification: L20, M15, M31.
Cite as: Moradi, M. (2021). Importance of Internet of Things (IoT) in Marketing Research and Its Ethical and Data Privacy Challenges. Business Ethics and Leadership, 5(1), 22-30. https://doi.org/10.21272/bel.5(1).22-30.2021
This work is licensed under a Creative Commons Attribution 4.0 International License
- Al Hogail, A. (2018). Improving IoT technology adoption through improving consumer trust. Technologies, 6, 64-80. https://doi.org/10.3390/technologies6030064.
- Allhoff, F., Henschke, A. (2018). The Internet of Things: Foundational ethical issues. Internet of Things, 1-2, 55-66. https://doi.org/10.1016/j.iot.2018.08.005.
- Angelova, N., Kiryakova, G., Yordanova, L. (2017). The great impact of Internet of Things on business. Trakia Journal of Sciences, 15(1), 406-412. https://doi.org/10.15547/tjs.2017.s.01.068.
- Baldini, G., Botterman, M., Neisse, R., Tallacchini, M. (2018). Ethical design in the Internet of Things. Science and Engineering Ethics, 24(3), 905-925. https://doi.org/10.1007/s11948-016-9754-5.
- Caro, F., Sadr, R. (2019). The Internet of Things (IoT) in retail: Bridging supply and demand. Business Horizons, 62(1), 47-54. https://doi.org/10.1016/j.bushor.2018.08.002.
- Farooq, M.U., Waseem, M., Mazhar, S., Khairi, A., Kamal, T. (2015). A review on Internet of Things (IoT). International Journal of Computer Applications, 113(1), 1-7. https://doi.org/10.5120/19787-1571.
- Gigli, M., Koo, S. (2011). Internet of Things, services and applications categorization. Advances in Internet of Things, 1, 27-31. https://doi.org/10.4236/ait.2011.12004.
- Hoffman, D.L., Novak, T.P. (2018). Consumer and object experience in the Internet of Things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178-1204. https://doi.org/10.1093/jcr/ucx105.
- Kosmatos, E.A., Tselikas, N.D., Boucouvalas, A.C. (2011). Integrating RFIDs and smart objects into a unified Internet of Things architecture. Advances in Internet of Things: Scientific Research, 1, 5-12. https://doi.org/10.4236/ait.2011.11002.
- Lo, F.Y., Campos, N. (2018). Blending Internet-of-Things (IoT) solutions into relationship marketing strategies. Technological Forecasting and Social Change, 137, 10-18. https://doi.org/10.1016/j.techfore.2018.09.029.
- Madakam, S., Ramaswamy, R., Tripathi, S. (2015). Internet of Things (IoT): A literature review. Journal of Computer and Communications, 3, 164-173. https://doi.org/10.4236/jcc.2015.35021.
- Maple, C. (2017). Security and privacy in the Internet of Things. Journal of Cyber Policy, 2(2), 155-184. https://doi.org/10.1080/23738871.2017.1366536.
- Marek, L., Wozniczka, J. (2017). The Internet of Things as a customer experience tool. Jagiellonian Journal of Management, 3, 163-176. https://doi.org/10.4467/2450114xjjm.17.011.9562.
- Moradi, M., Badrinarayanan, V. (2021). The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises. Journal of Business Research, 124, 286-298. https://doi.org/10.1016/j.jbusres.2020.12.002.
- Moradi, M., Dass, M. (2019). An investigation into the effects of message framing on crowdfunding funding level. Journal of Electronic Commerce Research, 20(4), 238-254. Available at: http://www.jecr.org/node/591.
- Moradi, M., Dass, M., Pedada, K. (2017). An investigation into the role of brand affiliation and content emotions on crowdfunding success. Creating Marketing Magic and Innovative Future Marketing Trends, pp. 611-615, Springer, Cham. https://doi.org/10.1007/978-3-319-45596-9_116.
- Moradi, M., Zihagh, F. (2019). Moderating effects of contextual and individual factors on the relationship between cultural precedents and marketing-related norms. Business Ethics and Leadership, 3(3), 39-46. https://doi.org/10.21272/bel.3(3).39-46.2019.
- Nguyen, B., Simkin, L. (2017). The Internet of Things (IoT) and marketing: The state of play, future trends and the implications for marketing’, Journal of Marketing Management, 33, 1-6. https://doi.org/10.1080/0267257X.2016.1257542.
- Nicolescu, R., Huth, M., Radanliev, P., De Roure, D. (2018). Mapping the values of IoT. Journal of Information Technology, 33(4), 345-360. https://doi.org/10.1057/s41265-018-0054-1.
- Orme, D. (2019). Can biometrics secure the Internet of Things? Biometric Technology Today, 5, 5-7. https://doi.org/10.1016/S0969-4765(19)30068-2.
- Ouaddah, A., Mousannif, H., Elkalam, A.A., Ouahman, A.A. (2017). Access control in the Internet of Things: Big challenges and new opportunities. Computer Networks, 112, 237-262. https://doi.org/10.1016/j.comnet.2016.11.007.
- Parmar, J.K., Desai, A. (2016). IoT: Networking technologies and research challenges. International Journal of Computer Applications, 154(7), 1-6. https://doi.org/10.5120/IJCA2016912181.
- Pauget, B., Dammak, A. (2019). The implementation of the Internet of Things: What impact on organizations? Technological Forecasting and Social Change, 140. 140-146. https://doi.org/10.1016/j.techfore.2018.03.012.
- Rahman, A., Asyhari, A.T. (2019). The emergence of Internet of Things (IoT): Connecting anything, anywhere. Computers, 8, 40-43. https://doi.org/10.3390/computers8020040.
- Ray, P.P. (2018). A survey on Internet of Things architectures. Journal of King Saud University-Computer and Information Sciences, 30(3), 291-319. https://doi.org/10.1016/j.jksuci.2016.10.003.
- Rizza, C., Draetta, L. (2014). The “silence of the chips” concept: Towards an ethics (-by-design) for IoT. International Review of Information Ethics, 22, 23-31. https://doi.org/10.29173/irie125.
- Stankovic, J.A. (2014). Research directions for the Internet of Things. IEEE, 1, 1-7. https://doi.org/10.1109/JIOT.2014.2312291.
- Suh, D., Seo, C.W., Park, K.C. (2018). An urgent communication way of utilizing IoT sensor for the disabled. International Journal of Control and Automation, 11(3), 23-34. https://doi.org/10.14257/ijca.2018.11.3.03.
- Vermesan, O., Friess, P. (2014). Internet of Things applications: From research and innovation to market deployment, Gistrup, Denmark: River Publishers. Available at: https://www.riverpublishers.com/pdf/ebook/RP_E9788793102958.pdf.
- Wang, P., Valerdi, R., Zhou, S., Li, L. (2015). Introduction: Advances in IoT research and applications. Information Systems Frontiers, 17(2), 239-241. https://doi.org/10.1007/s10796-015-9549-2