Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View

Big Data has earned much attention from the IT industry and academia. Given the research interest on Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature with the aim of identifying the major trends in this field. Particularly, the anal...

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Main Authors: Mohammad Saleem ALSHURA, Abdelrahim ZABADI, Mohammad ABUGHAZALEH
Format: Article
Language:English
Published: Editura ASE 2018-06-01
Series:Management and Economics Review
Subjects:
Online Access:http://mer.ase.ro/files/2018_1/3-6.pdf
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spelling doaj-13001dbf0ac0438b911af307e51974f92020-11-24T23:03:48ZengEditura ASEManagement and Economics Review2501-885X2501-885X2018-06-0131758410.24818/mer/2018.06-06Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated ViewMohammad Saleem ALSHURA0Abdelrahim ZABADI1Mohammad ABUGHAZALEH2The World Islamic Science & Education University (Wise), JordanUniversity of Business&Technology (UBT), Saudi ArabiaKhalifa Industrial Zone Abu Dhabi, Kizad, United Arab EmiratesBig Data has earned much attention from the IT industry and academia. Given the research interest on Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature with the aim of identifying the major trends in this field. Particularly, the analysis focus on pertinent terms and topics related to three "B's": Big Data, Big Opportunities/benefits, Big challenges. A systematic integrated literature review was carried out through a strict search approach that identified. A total of 650 articles published between 2010 and 2018 indexed in EBSCO database were collected and scrutinized. The results of the previous studies on big data and marketing revealed that they were limited to discuss the technical and research fields and did not clearly consistent with sophisticated technologies towards the benefits of marketing, and it has not yet reached the level of marketers' ambition. Over and above, findings show that research in big data applications and practices to marketing is still in early stages, thus, making it necessary to promote more direct efforts towards the business for big data to thrive in the marketing domain. This paper is specifically relevant to marketing firms and departments concerned in the evolution of marketing activities and abilities to increase customer basis. Furthermore, it is also useful to compare several international studies trend as this study takes a perspective globally. The study provides priceless information and an in-depth integrated view of big data relevant to opportunities and challenges that marketing encountered. Furthermore, it opens new insights into the topic area by emphasizing for further future studies and research directions.http://mer.ase.ro/files/2018_1/3-6.pdfBig databig Opportunitiesbig challengesmarketingsystematic literature review
collection DOAJ
language English
format Article
sources DOAJ
author Mohammad Saleem ALSHURA
Abdelrahim ZABADI
Mohammad ABUGHAZALEH
spellingShingle Mohammad Saleem ALSHURA
Abdelrahim ZABADI
Mohammad ABUGHAZALEH
Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
Management and Economics Review
Big data
big Opportunities
big challenges
marketing
systematic literature review
author_facet Mohammad Saleem ALSHURA
Abdelrahim ZABADI
Mohammad ABUGHAZALEH
author_sort Mohammad Saleem ALSHURA
title Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
title_short Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
title_full Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
title_fullStr Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
title_full_unstemmed Big Data in Marketing Arena. Big Opportunity, Big Challenge, and Research Trends: An Integrated View
title_sort big data in marketing arena. big opportunity, big challenge, and research trends: an integrated view
publisher Editura ASE
series Management and Economics Review
issn 2501-885X
2501-885X
publishDate 2018-06-01
description Big Data has earned much attention from the IT industry and academia. Given the research interest on Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature with the aim of identifying the major trends in this field. Particularly, the analysis focus on pertinent terms and topics related to three "B's": Big Data, Big Opportunities/benefits, Big challenges. A systematic integrated literature review was carried out through a strict search approach that identified. A total of 650 articles published between 2010 and 2018 indexed in EBSCO database were collected and scrutinized. The results of the previous studies on big data and marketing revealed that they were limited to discuss the technical and research fields and did not clearly consistent with sophisticated technologies towards the benefits of marketing, and it has not yet reached the level of marketers' ambition. Over and above, findings show that research in big data applications and practices to marketing is still in early stages, thus, making it necessary to promote more direct efforts towards the business for big data to thrive in the marketing domain. This paper is specifically relevant to marketing firms and departments concerned in the evolution of marketing activities and abilities to increase customer basis. Furthermore, it is also useful to compare several international studies trend as this study takes a perspective globally. The study provides priceless information and an in-depth integrated view of big data relevant to opportunities and challenges that marketing encountered. Furthermore, it opens new insights into the topic area by emphasizing for further future studies and research directions.
topic Big data
big Opportunities
big challenges
marketing
systematic literature review
url http://mer.ase.ro/files/2018_1/3-6.pdf
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