زهرا صادقی آرانی

Purpose: Despite the widespread diffusion and interest aroused by content marketing, little attention has been paid until this moment to building a framework that presents the main currents and studies of the field. Hence, the main aim of this study was to cover this gap by analyzing bibliographic information as complementary sources and enable a wider understanding and grasp of the content marketing field.Method: For this purpose, a bibliometric study of the publications indexed in Web of Science (WoS) between 1985-2022 was conducted. The search process used in this review was informed by PRISMA guidelines. During the search process, a set of 371 documents (research  and review articles) were obtained. Also, the bibliometrix R-package and VOSviewer software were used for quantitative analysis and visualizing bibliometric networks.Findings: The descriptive statistics showed that content marketing studies have rapidly grown since 2011. The US and Spain are the countries with the most publications of the field. The most prominent journal concerning content marketing research is Brand Journalism (with 11 articles), and the most prolific author is Bull A (with 11 articles).The results of the thematic analysis showed that ‘digital marketing’ and ‘brand storytelling’ are emerging themes and have replaced ‘content marketing’. The co-word analysis of author’s keywords defines 8 clusters: 1) platforms and techniques 2) content marketing concepts, 3) influencer marketing and advertising, 4) digital and social media marketing, 5) brand management and brand storytelling, 6) brand journalism, 7) private and native media, and 8) corporate and public communication.Conclusion: Simultaneously with the development of content creation platforms, these platforms have been welcomed in the field of content marketing. Content preparation has undergone changes in recent years. The style of information content based on news and specialized knowledge has shifted its focus to storytelling and narrative messages from the brand. This paper introduces the main areas of interest and possible gaps. It also contributes to the body of knowledge by providing a comprehensive overview of content marketing literature.

The Internet of Behavior (IoB) represents an evolution of the Internet of Things (IoT), utilizing behavioral data to enhance decision-making and service delivery. By integrating technology, data analytics, and behavioral science, IoB provides a robust framework for predicting and influencing human behavior. This technology is particularly transformative in the healthcare sector, where it leverages data from wearable devices and other digital tools to offer comprehensive insights into patients' physical and behavioral health. Such data facilitates accurate diagnoses, preventive care, and personalized treatment plans, especially for individuals with chronic conditions or the elderly. Despite its potential, the implementation of IoB in healthcare presents significant ethical challenges. These include concerns about privacy, data security, transparency, behavioral manipulation, equity in access, and the psychological and social consequences of continuous monitoring. Addressing these ethical issues proactively is essential to maximizing the benefits of IoB while mitigating its risks. It is imperative that the deployment of IoB technologies in healthcare does not compromise patients' dignity or lead to a perceived loss of independence, control, and privacy. Additionally, reliance on algorithms for IoB data analysis should not diminish human oversight in healthcare decision-making. To address these concerns, healthcare organizations must establish ethical protocols, including stringent security measures, informed consent procedures, and robust data protection strategies. Ensuring the secure and responsible use of patient data is critical to maintaining trust in IoB systems. Future research should prioritize the exploration of these ethical challenges, particularly focusing on the psychological and social impacts of continuous monitoring.

Although there have been many publications on the subject of CKM, particularly in recent years, not much research has been conducted on the performance analysis and science maps of these studies. To overcome this constraint, a bibliometric study of the current body of academic literature on CKM is conducted the study's methodology involved conducting a bibliometric examination of publications indexed in the Web of Science (WoS) and Scopus from 1992 to 2022. The search strategy employed for this review was guided by the PRISMA standards, resulting in 255 papers being located during the search procedure. To visualize and quantitatively analyze bibliometric networks the VOS viewer tool and the bibliometric R-package were utilized. The descriptive statistics reveal a significant increase in CKM studies since 2011, with the majority of publications occurring in 2021, 2019, and 2013, respectively. China, Iran, and the United States are the countries with the highest number of publications, respectively. The “JOURNAL OF KNOWLEDGE MANAGEMENT” is a core journal in this field, and “Hussin A” is the most prolific author in this scientific domain. The results of the thematic analysis indicate that “co-creation” has gained popularity in recent years, and over the past seven years, “knowledge sharing” and “customer knowledge development” have replaced “market orientation” and “customer relations”, respectively.  Additionally, the co-word analysis of the author's keywords identified six clusters, including “Knowledge Management and Market Orientation,” “Knowledge Sharing and Co-Creation,” “CKM and Customer Engagement,” “CKM, Tools and Technique,” “Knowledge Management and CRM,” and “CRM.”By identifying and deriving key CKM themes, this study makes a significant contribution to the CKM literature. Researchers can utilize the scientific analysis of a variety of sectors, such as customer knowledge management, to understand the scientific boundaries and gain a general understanding of the scientific method. Another goal is to identify research goals for policymakers in many scientific disciplines and modify them to meet future societal requirements.