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بازاریابی داده‌محور: بررسی نقشه علمی و مرور دامنه | ||
| اندیشه مدیریت راهبردی | ||
| مقاله 1، دوره 18، شماره 1 - شماره پیاپی 39، فروردین 1403، صفحه 1-36 اصل مقاله (891.1 K) | ||
| نوع مقاله: مقاله علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30497/smt.2024.247138.3612 | ||
| نویسندگان | ||
| محمد ماستری فراهانی1؛ رضا پاینده* 2 | ||
| 1دانشجوی دکتری مدیریت بازاریابی، دانشگاه علامه طباطبایی، تهران، ایران. | ||
| 2استادیار حکمرانی نوآوری و توسعه پایدار، دانشکده حکمرانی دانشگاه تهران، تهران، ایران | ||
| چکیده | ||
| رشد روزافزون کلان‌داده‌ها در عصر دیجیتال، کاربرد بازاریابی داده‌محور در کسب‌وکارها را به منظور شناخت دقیق‌تر بازار و مشتریان و ارائه محصولات و خدمات شخصی‌سازی شده افزایش داده است. پژوهش حاضر با بررسی دامنه تحقیقاتی بازایابی داده‌محور در جهت ارزیابی روند انتشار مقالات و پاسخگویی به سؤالات پایه‌ای تولیدات علمی به ویژه شناسایی مهم‌ترین چارچوب‌های بازاریابی و صنایع کاربردی در بازاریابی داده‌محور گام برمی‌دارد. این تحقیق با استفاده از روش علم‌سنجی و تحلیل هم‌واژگانی، الگوها و روندهای مرتبط با تحقیقات علمی حوزه بازاریابی داده‌محور را از سال 1987 تا نوامبر 2023 شناسایی کرده و سپس با کمک روش مرور دامنه، 59 مقاله منتخب بازاریابی داده‌محور را بررسی می‌نماید. یافته‌های پژوهش نشان داد چارچوب رفتار مصرف‌کننده و صنعت گردشگری بیشترین کاربرد را در تحقیقات بازاریابی داده‌محور داشته‌اند. همچنین چارچوب قیمت‌گذاری و حوزه‌های محصولات کودک، محصولات بهداشتی، هواپیمایی، سلامت الکترونیک و مخابرات فقط یک مقاله به خود اختصاص داده‌اند. بر اساس نتایج تحقیق، اهمیت و کاربرد کلان‌داده در فرایندهای بازاریابی به ویژه تصمیم‌گیری و پیش‌بینی رفتار مشتریان افزایش یافته است. همچنین پیش‌بینی می‌شود یادگیری ماشین بیشترین نقش را در جمع‌آوری و تحلیل کلان‌داده‌ها در آینده بازاریابی داده‌محور ایفا نماید و خدمات کسب‌وکار مبتنی بر تحلیل کلان‌داده به ویژه در حوزه «مدیریت برند» گسترش یابد. | ||
| کلیدواژه‌ها | ||
| بازاریابی داده‌محور؛ کلان‌داده؛ کتاب‌سنجی؛ مرور دامنه؛ بازاریابی | ||
| عنوان مقاله [English] | ||
| Data Driven Marketing: Examining the Scientific Map and Scoping Review | ||
| نویسندگان [English] | ||
| Mohammad Masteri Farahani1؛ Reza Payandeh2 | ||
| 1PhD student in Marketing Management, Allameh Tabatabaei University, Tehran, Iran. | ||
| 2Assistant Professor of Innovation Governance and Sustainable Development, Faculty of Governance, University of Tehran, Tehran, Iran | ||
| چکیده [English] | ||
| The current research takes a step by examining the research scope of data-driven retrieval to evaluate the process of publishing articles and answering the basic questions of scientific productions, especially identifying the most important marketing frameworks and applied industries in data-driven marketing. Using bibliometric and Co-Word analysis, this research identifies patterns and trends related to scientific research in the field of data-driven marketing from 1987 to November 2023 and then examines 59 selected data-driven marketing articles with the help of the scoping review method. The findings of the research showed that the framework of consumer behavior and the tourism industry were the most used in data-driven marketing research. Also, the pricing framework and industries of baby products, health products, aviation, electronic health, and telecommunications have only one article. It is expected that machine learning will play the biggest role in the collection and analysis of big data in the future of data-driven marketing, and business services based on big data analysis will expand, especially in the field of "brand management". | ||
| کلیدواژه‌ها [English] | ||
| Data-Driven Marketing, Big Data, Bibliometric, Scoping Review, Marketing | ||
| مراجع | ||
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