تجزیه و تحلیل روند جهانی پژوهش های نسل چهارم بازاریابی: یک رویکرد آمیخته (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازاریابی 4.0 پدیده ای راهبردی در دهۀ اخیر است که به دلیل تأثیر زیادی که بر عملکرد شرکت ها می گذارد، مدیران توجه بسیار زیادی به آن کرده اند؛ ازاین رو، هدف پژوهش حاضر ابتدا شناسایی تولید کننده ترین کشورها، نویسندگان، مجلات، کلیدواژه های پرتکرار و روند زمانی انتشار آنها درزمینۀ بازاریابی 4.0 و سپس شناسایی کاربردهای جدیدترین روند است. پژوهش حاضر برای رسیدن به هدف پژوهش از روش آمیخته (کمی-کیفی) استفاده کرده است. ابتدا در بخش کمی، یک تجزیه و تحلیل کتاب سنجی با داده های مرتبط با بازاریابی 4.0 انجام شده است. این داده ها از پایگاه اسکوپوس از سال 2011 (ظهور انقلاب صنعتی چهارم) تا سال 2021 جمع آوری و ازطریق نرم افزار VOSviewer تجزیه وتحلیل شدند. سپس، در بخش کیفی، کاربردهای هوش مصنوعی در بازاریابی به عنوان جدیدترین روند ظهوریافته ازطریق مرور نظام مند پیشینه شناسایی شد. براساس یافته های بخش اول، روند زمانی بر سه دورۀ بازاریابی رسانه های اجتماعی، بازاریابی دیجیتال و بازاریابی مبتنی بر هوش مصنوعی اشاره دارد. در بخش دوم نیز کابردهای هوش مصنوعی در بازاریابی در نُه مفهوم مکان، قیمت، ترویج، محصول، کارکنان، خدمت، فروش، مشتری و تصمیم گیری شناسایی و دسته بندی شدند. باتوجه به افزایش توجهات پژوهشگران و مدیران سراسر جهان به گسترش فناوری های تحول آفرین انقلاب صنعتی چهارم در فعالیت های بازاریابی که بازاریابی 4.0 نام گرفته است، این پژوهش توانسته است با شناسایی روند های نوظهور و درحال رشد این حوزه راهگشای پژوهشگران دیگر برای انجام پژوهش های کاربردی بیشتر و موفقیت مدیران بازاریابی در به کارگیری جدیدترین روند این حوزه باشد.Analyzing the Global Trend of Marketing 4.0 Researches: A Mixed-methods Approach
Today, 4.0 marketing is a strategic phenomenon that has received a lot of attention from managers due to its significant impact on corporate performance. Therefore, the purpose of this study is to identify the most productive countries, authors, sources, important keywords, and the time trends of their publication in the field of 4.0 marketing. It also aims to identify applications of the latest trends. The present study has used a mixed-methods approach (quantitative-qualitative) to achieve the research goal. First, in the quantitative part, a bibliometric analysis with data related to marketing 4.0 is performed. The data were collected from the Scopus database from 2011 (Industry 4.0) to 2021 and were analyzed using VOSviewer software. Then, in the qualitative part, the applications of artificial intelligence in marketing were identified as the latest trend emerging through a systematic literature review. Based on the findings of the first part, the time trend refers to three periods of social media marketing, digital marketing, and marketing based on artificial intelligence. In the second part, the applications of artificial intelligence in marketing were identified and categorized into nine concepts of location, price, promotion, product, employees, service, sales, customer, and decision making. Considering the increasing attention of researchers and managers around the world to the development of the transformational technologies of industry 4.0 in marketing activities, which is called Marketing 4.0, this research could identify emerging and growing trends in this field to pave the way for researchers to conduct more applied studies and the success of marketing managers in using the latest trends in this field. Introduction: Marketing is an important part of a company that contributes to its success. Future marketing always needs technology. Technology is rapidly adapting to a rapidly changing world, especially for consumers. It is a new information and communication method that is very useful in the world of marketing that creates a term called the fourth generation of marketing. Today, 4.0 marketing is a strategic phenomenon that has received a lot of attention from managers due to its significant impact on corporate performance. Therefore, the purpose of this study is, first, to identify the most productive countries, authors, sources, important keywords, and the time trends of their publication in the field of 4.0 marketing, and then to identify applications of the latest trends. Methodology: To achieve the purpose of this research, in the first part, bibliometric analysis has been performed to identify research lines and emerging trends with data related to marketing 4.0. These data were collected from the Scopus database from 2011 (Industry 4.0) to 2021and were analyzed using VOSviewer software. Bibliometric analysis is a well-established method used to measure publications in a specific area of scientific research and allows researchers to better understand scientific research. In addition, it helps to review, organize, and analyze large amounts of data and identify models and thus the decision-making process. In the second part, the applications of artificial intelligence in marketing as the latest emerging trend were identified through a systematic review of the literature and analyzed using the theme analysis method. The theme or topic shows important information related to the objectives, questions, and data of the research. Researchers use this method to analyze qualitative data. This method is a process that analyzes textual data and leads to the conversion of diverse and scattered data into rich and detailed data. Results: According to the results, the process of publishing documents in this field has been quite upward. About 96% of the papers are published in English and 58% of the total papers are research papers. The most cited article in this field is closing the marketing capabilities gap, which was published in 2011 and received 452 citations. The most influential source in this field is Acm International Conference Proceeding Series, which has published 34 documents. The most influential author is Ahuja, who has published 8 documents. The United States is the most influential country with 289 documents. Based on the findings of the first part, the time trend refers to three periods of social media marketing, digital marketing, and marketing based on artificial intelligence. Social media marketing, which is a subset of digital marketing, refers to marketing methods that are done online and connected to the Internet and allow people to share information or content that they have created only online. In this type of marketing, marketers can use the strategy of the Internet and online social media networks to advertise, market, and communicate with customers. Digital marketing is a type of direct marketing that connects consumers with sellers using online and offline interactive technologies such as email, websites, online forums and newsgroups, television, etc. In this marketing, marketers use online and offline tools together. Artificial intelligence is now transforming the technological landscape of companies. Technological advances have always created new marketing opportunities. Just as the advent of television ushered in the age of advertising and widespread access, and the Internet and cell phones brought a new level of marketing targeting, AI also introduced how people interact through technology and information by presenting brands, prices, and services change more differently than before and improve performance management. In the second part, the applications of artificial intelligence in marketing were identified and categorized into nine concepts of location, price, promotion, product, employees, service, sales, customer, and decision making. Conclusion: The changing role of information and communication technologies in marketing has posed a major challenge to both marketing researchers and managers in identifying trends in the field. This study tries to reveal the impact of transformational technologies on marketing activities. With the advancement of technology, marketing became Marketing 2.0, Marketing 3.0, and Marketing 4.0, respectively, to keep pace with changes in industries, markets, and customers. Although marketing concepts have varied over time, unfortunately not all businesses have followed suit, and some organizations still follow previous marketing concepts. However, businesses need to move to 4.0 marketing to survive in the digital age. In particular, ICTs have revolutionized marketing concepts and elements of marketing. Thanks to technological advances, marketing has taken on a more innovative, interactive, and personalized approach, making marketing activities more efficient for businesses. Many topics that have become a habit depending on traditional methods, start to change very quickly thanks to the unlimited possibilities created by technology. In a world on the path to globalization, a new trend is emerging almost every day. Considering the increasing attention of researchers and managers around the world to the development of the transformational technologies of industry 4.0 in marketing activities, which is called Marketing 4.0, this research could identify emerging and growing trends in this field to pave the way for researchers to conduct more applied studies and the success of marketing managers in using the latest trends in this field.
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