Importance of Internet of Things (IoT) in Marketing Research and Its Ethical and Data Privacy Challenges

Abstract

This paper focuses on examining IoT applications in marketing research and provides information on how organizations utilize IoT devices and other new technologies such as artificial intelligence (AI), machine learning (ML), and social media to promote various products and services. Moreover, this study specifies how the consistent use of IoT technologies results in substantial organizational competitiveness. The paper also explains how IoT can be referred to as a new component of business analytics and digital marketing and discusses the challenges related to introducing IoT solutions.