Understanding the Relationship Between IoT and Digital Marketing

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.