Title: Big data in marketing: a new paradigm on trends, developments and insights

Authors: Amjad Ur Rehman; Asif Mahmood; Mazhar Iqbal

Addresses: Al-Qadir University Project Trust, Jhelum, 49230, Pakistan ' Department of Innovation and Technology Management, Arabian Gulf University, Manama, Kingdom of Bahrain ' School of Management, University of Innsbruck, Austria

Abstract: The study aims to comprehensively understand the extent and potential of trends, developments, and insights related to 'big data in marketing' by reviewing 505 papers published since 1980, retrieved from a reputable database (Scopus) through bibliometric analysis. The study provides critical findings such as the identification of influential authors, prominent research countries, including the UK, Australia, and China, extensive research timelines, key research areas, and reputable academic journals associated with the subject. Overall, there is extensive knowledge about concept development, emerging trends, and future insights of 'big data in marketing' with respect to collaboration, temporal aspects and publication quantity. The analysis also identified five themes, namely: big data marketing intelligence, digital commerce ecosystem, knowledge management for tourism, digital transformation and analytics for decision-making. The current study enhances the practical understanding and future potential of big data in marketing with a dynamic capability view.

Keywords: big data; marketing; data analytics; marketing analytics.

DOI: 10.1504/IJTMKT.2024.141882

International Journal of Technology Marketing, 2024 Vol.18 No.4, pp.454 - 483

Received: 05 Nov 2023
Accepted: 13 Jan 2024
Published online: 02 Oct 2024 *

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