Generating Marketing Outcomes through Internet of Things (IoT) Technologies

Beenish Tariq, Sadaf Taimoor, Hammad Najam, Rob Law, Waseem Hassan and Heesup Han
Additional contact information
Beenish Tariq: NUST Business School, National University of Sciences and Technology, Islamabad 44000, Pakistan
Sadaf Taimoor: Institute of Business Administration (IBA), Karachi 75270, Pakistan
Hammad Najam: Independent Researcher, Islamabad 44000, Pakistan
Rob Law: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, TSE East, Kowloon, Hong Kong, China
Waseem Hassan: NUST Business School, National University of Sciences and Technology, Islamabad 44000, Pakistan
Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea

Sustainability, 2020, vol. 12, issue 22, 1-12

Abstract: This paper highlights the effectiveness of data stored from the operational use of Internet of Things (IoT) technologies for generating marketing-related outcomes, such as business intelligence for product development, product support, and customer relationship management (CRM), by exploring this research domain under the lens of the well-established means–ends theory. This study conducted a multidisciplinary literature review to develop the conceptual framework. Moreover, a smart refrigerator was chosen as an example to demonstrate how the analysis of data stored from the operational use of IoT devices can help generate marketing outcomes such as new product development, customer support, and CRM. The study articulates that IoT technology helps in furthering the objectives of CRM along with other strategies of business growth and success. Using a practical example backed by a sound theoretical framework, this study will not only help practitioners to empirically test this significant yet under-explored topic but will also help elucidate that, by embedding IoT devices in their products, business managers can ensure business longevity. Furthermore, it explains how the IoT can provide support to improve communication ties between the product manufacturer and consumer through product support and CRM strategies.

Keywords: Internet of Things (IoT); new product development; product support; relationship management (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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