The Role of the Internet of Things (IoT) in Business and Marketing Areas: A Literature Review Using the Bibliometric Analysis Approach
Heri Purwanto, Ratih Hurriyati, Puspo Dewi Dirgantari

Universitas Pendidikan Indonesia

Abstract

The Internet of Things (IoT) is now turning into a global infrastructure that enables sophisticated services by connecting various things (physical and virtual) based on information system technology. This research reveals the role of Internet of Things (IoT) technology in the area of business and marketing. Specifically, this study also profoundly reveals IoT technology to understand various key elements, operational domains, and various cases of the use and application of these technologies in the business and marketing areas. By using a literature study approach and bibliometric analysis, this attempt is to quantitatively analyze scientific article data. Based on 434 scientific articles taken from the sciencedirect database during the 2011-2020 publishing period, 73 articles have been selected which meet the required screening criteria. Various research questions are presented in this study, related to the main entities that need to be investigated more deeply in the future and that require managerial focus when IoT technology is to be adopted.

Keywords: Internet of Things (IoT), technology, bibliometric analysis, marketing, business

Topic: Marketing Management