Designing and explaining intelligent marketing based on the Internet of Things in the banking industry using the cognitive mapping method
Subject Areas : marketingSeyed Mohammad Sadegh Shoaee Astaneh 1 , amir rahimpour 2 , Ali Hoseinzadeh 3
1 - Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran
2 - Department of Management, Faculty of Humanities, Bojnord Branch, Islamic Azad University, Bojnord, Iran
3 - Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran
Keywords: Banking, Internet of Things, Thematic analysis, Cognitive Map, Smart marketing,
Abstract :
The implementation of technological innovations in marketing activities has always had a significant impact on the competitive advantage and performance of businesses. Innovative marketing applications can not only help organizations achieve and maintain their competitive advantage but also assist them during economic crises. This mixed-method research is practical and based on a survey approach. The statistical population of the study consists of experts and specialists in the field of smart marketing and the Internet of Things (IoT). In the qualitative section of the study, 21 university professors in the fields of business management and information technology, as well as senior bank managers, participated. In the quantitative section, 12 experts were involved. In this research, MAXQDA software was used to analyze the qualitative part, as well as FCMapper and Pajek software to analyze the quantitative part of the research.The findings of this study indicate the identification of 17 main factors and 91 effective components in IoT-based smart marketing. Furthermore, the study used the cognitive map method to examine the relationships between the components. The results show that the consideration of consequences is the most central factor with a centrality value of 6.19 Moreover, the consideration of consequences has the highest impact, and the business model components have the most influence among the criteria.
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