The Nudge Thinking and Its Application With Marketing Strategies Based on Big Data

Abstract

Nowadays there is a constant change in everything related to technology and the digital environment, influencing to a great extent all the processes that users perform on the Internet. These processes can be influenced by digital marketing techniques specialized in leading the potential customer to act in a certain way. The use of big data generates a determining point in this new form of digital marketing being able to bet on the personalization of all those strategies related to the nudge theory. This research aims to relate the concepts of digital marketing, nudge theory, and big data, to analyze the benefits and uses that can be given within the current digital strategies. The ultimate purpose of this study is to establish and relate the theoretical bases of the concepts and their practical uses, conducting a systematic literature review that results in a specific line of research to which it is intended to give continuity to further deepen the subject and applying new formats and technologies with which companies can improve their digital practices and business successes.