Vai trò và ứng dụng Big data trong việc tiếp thị trực tuyến

Big Data đã tiếp sức cho Digital Marketing phát triển thực sự mạnh mẽ, và nó đã trở thành một phần không thể thiếu của bất kỳ doanh nghiệp nào. Digital Marketing ứng dụng Big Data ở một số nội dung như: Phân tích thị trường, đối thủ cạnh tranh và đánh giá mục tiêu kinh doanh. Điều này giúp cho doanh nghiệp xác định rõ hơn, đâu là cơ hội tốt để tiếp tục tiến hành các kế hoạch kinh doanh tiếp theo. Có thể xác định người dùng trên các phương tiện truyền thông xã hội và nhắm mục tiêu cho họ dựa trên nhân khẩu học, giới tính, thu nhập, tuổi tác và sở thích.

Để hiểu rõ hơn Cục Thông tin khoa học và công nghệ quốc gia xin giới thiệu một số bài nghiên cứu đã được xuất bản chính thức và các bài viết được chấp nhận đăng trên những cơ sở dữ liệu học thuật chính thống.

1. Sciencedirect

1. ChatGPT's influence on customer experience in digital marketing: Investigating the moderating roles
Heliyon 2 August 2023
Osama Ahmed Abdelkader
https://www.sciencedirect.com/science/article/pii/S2405844023059789/pdfft?md5=fe8a3c8cfaad9639bf4dd2485337fc28&pid=1-s2.0-S2405844023059789-main.pdf

2. Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing
Technological Forecasting and Social Change3 November 2022
Belma Rizvanović, Aneesh Zutshi, Tahereh Nodehi
https://www.sciencedirect.com/science/article/pii/S0040162522006497/pdfft?md5=3c9f9e827bc25af99c3d576fd988ca96&pid=1-s2.0-S0040162522006497-main.pdf

3. Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels
Procedia Computer Science22 March 2023
Belias Dimitrios, Rossidis Ioannis, Trihas Nikolaos
https://www.sciencedirect.com/science/article/pii/S1877050923003496/pdfft?md5=0ffd448086d342c844151a2636384e82&pid=1-s2.0-S1877050923003496-main.pdf

4. How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises
Technological Forecasting and Social Change25 May 2023
Jingqin Su, Yajie Zhang, Xianyun Wu
https://www.sciencedirect.com/science/article/pii/S0040162523003402/pdfft?md5=c7db16fbaccf265cb6627263fdbd8691&pid=1-s2.0-S0040162523003402-main.pdf

5. Establishing the Minimum Media Time Sample Required to Obtain Reliable Estimates of Children’s Digital Media Food Marketing Exposures
Current Developments in Nutrition25 April 2023
Emily NicholsonBridget Kelly
https://www.sciencedirect.com/science/article/pii/S2475299123247654/pdfft?md5=6d713f983094273a2253d857375b6836&pid=1-s2.0-S2475299123247654-main.pdf

6. Access to and utilization of local digital marketing platforms in potato marketing in Kenya
Heliyon19 August 2023
Florence Maina, John Mburu, Hillary Nyang'anga
https://www.sciencedirect.com/science/article/pii/S2405844023065283/pdfft?md5=bd59d71d91e8418265572d7d1dd1f4c6&pid=1-s2.0-S2405844023065283-main.pdf

7. AI-driven ensemble three machine learning to enhance digital marketing strategies in the food delivery business
Intelligent Systems with Applications14 May 2023
Chairote Yaiprasert, Achmad Nizar Hidayanto
https://www.sciencedirect.com/science/article/pii/S2667305323000601/pdfft?md5=ac117fd1ae1bcf186fb96aa33e8bd776&pid=1-s2.0-S2667305323000601-main.pdf

8. Social Media Platform for Digital Marketing: An Analysis Using CRITIC-GRA-3N Method
Procedia Computer Science10 August 2023
Deoclécio Junior Cardoso da Silva, Estéfana da Silva Stertz, Marcos dos Santos
https://www.sciencedirect.com/science/article/pii/S1877050923007202/pdfft?md5=107a8b081e70d7fbb80bdad817dad2b4&pid=1-s2.0-S1877050923007202-main.pdf

9. AI-powered Digital Transformation: Tools, Benefits and Challenges for Marketers – Case Study of LPP
Procedia Computer Science22 March 2023
Edyta Gołąb-Andrzejak
https://www.sciencedirect.com/science/article/pii/S1877050923003149/pdfft?md5=178920e560476cf77ccce70d410ea5c1&pid=1-s2.0-S1877050923003149-main.pdf

10. Renaissance of project marketing: Avenues for the utilisation of digital tools
Project Leadership and Society14 July 2023
Sebastian Toukola, Matias Ståhle, Tommi Mahlamäki
https://www.sciencedirect.com/science/article/pii/S2666721523000121/pdfft?md5=93007d5c815148c5f862fb98009039ae&pid=1-s2.0-S2666721523000121-main.pdf

11. EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index
Journal of Business Research18 October 2022
José M. Ponzoa, Andrés Gómez, José M. Mas
https://www.sciencedirect.com/science/article/pii/S0148296322008190/pdfft?md5=891db511878d5bfff5c71d0d9e2ea562&pid=1-s2.0-S0148296322008190-main.pdf

12. Artificial intelligence and resource optimization: A study of Fintech start-ups
Resources Policy26 December 2022
Mohammed Almansour
https://www.sciencedirect.com/science/article/pii/S0301420722006936/pdfft?md5=3d51b3c4f8b027d6e00f39e5d527ec0c&pid=1-s2.0-S0301420722006936-main.pdf

13. What blockchain can and can’t do: Applications to marketing and privacy
International Journal of Research in Marketing5 October 2022
Alex Marthews, Catherine Tucker
https://www.sciencedirect.com/science/article/pii/S0167811622000672/pdfft?md5=9f6691dcc68e01497656295bf58394b0&pid=1-s2.0-S0167811622000672-main.pdf

14. The influence of websites user engagement on the development of digital competitive advantage and digital brand name in logistics startups
European Research on Management and Business Economics14 June 2023
Damianos P. Sakas, Dimitrios P. Reklitis, Panagiotis Trivellas
https://www.sciencedirect.com/science/article/pii/S2444883423000086/pdfft?md5=22d95a0daf3152ea2e2d22c9e143a320&pid=1-s2.0-S2444883423000086-main.pdf

15. The digital economy: Challenges and opportunities in the new era of technology and electronic communications
Ain Shams Engineering JournalAvailable online 8 August 2023
Lei Xia, S. Baghaie, S. Mohammad Sajadi
https://www.sciencedirect.com/science/article/pii/S2090447923003003/pdfft?md5=04a73dee1fa0e022ed405daf2444dd40&pid=1-s2.0-S2090447923003003-main.pdf

16. Successful digital transformations enabled by technologies or by open mind? Italian case studies
Procedia Computer Science13 January 2023
Ludovica M. Oliveri, Ferdinando Chiacchio, Francesco Russo
https://www.sciencedirect.com/science/article/pii/S1877050922023900/pdfft?md5=fd59cb26ae0cab0e532997e9b3880b03&pid=1-s2.0-S1877050922023900-main.pdf

17. Building digital bridges in African value chains: Exploring linkages between ICT use and social capital in agricultural marketing
Journal of Rural Studies12 April 2023
Heike Baumüller, Ubi Ikpi, Beatrice Salasya
https://www.sciencedirect.com/science/article/pii/S0743016723000591/pdfft?md5=747f10db74ab512667b515963cd92a41&pid=1-s2.0-S0743016723000591-main.pdf

18. Improving the social performance of women-led microenterprises: The role of social media marketing actions
Technological Forecasting and Social Change24 March 2023
Jorge Aracil-Jordá, Jose-Antonio Clemente-Almendros, Inés González-González
https://www.sciencedirect.com/science/article/pii/S0040162523001695/pdfft?md5=055314a0aec8c748556d6015c608e530&pid=1-s2.0-S0040162523001695-main.pdf

19. Content creators' participation in the creator economy: Examining the effect of creators’ content sharing frequency on user engagement behavior on digital platforms
Journal of Retailing and Consumer Services8 April 2023
Wondwesen Tafesse, Mumin Dayan
https://www.sciencedirect.com/science/article/pii/S0969698923001042/pdfft?md5=5e530b85aff6f003d5b4a3f228986c9f&pid=1-s2.0-S0969698923001042-main.pdf

20. Driving marketing outcomes through social media-based customer engagement
Journal of Retailing and Consumer Services11 June 2023
Viktorija Kulikovskaja, Marco HubertHong Zhao
https://www.sciencedirect.com/science/article/pii/S0969698923001923/pdfft?md5=d462c906975ac64e309ed6352943bcb6&pid=1-s2.0-S0969698923001923-main.pdf

21. Justice for all: A marketing perspective and research agenda
Journal of Business Research31 January 2023
Jacob Hornik, Matti Rachamim
https://www.sciencedirect.com/science/article/pii/S0148296323000681/pdfft?md5=9a2c23d665ce9c90641df206aad42799&pid=1-s2.0-S0148296323000681-main.pdf

22. The antecedents of digital collaboration through an enhanced digital platform for destination management: A micro-DMO perspective
Tourism Management9 December 2022
Husna Zainal-Abidin, Caroline Scarles, Christine Lundberg
https://www.sciencedirect.com/science/article/pii/S0261517722002047/pdfft?md5=052a0adec8d792bcef2d015eb950daa9&pid=1-s2.0-S0261517722002047-main.pdf

23. Recall of food marketing on videogame livestreaming platforms: Associations with adolescent diet-related behaviours and health
Appetite29 April 2023
Rebecca Evans, Paul Christiansen, Emma Boyland
https://www.sciencedirect.com/science/article/pii/S019566632300137X/pdfft?md5=cf40fa64c4f3f4b68779ef0712afa6bc&pid=1-s2.0-S019566632300137X-main.pdf

24. Contactless marketing management of fashion brands in the digital age
European Management Journal3 December 2022
Minjung Cho, Hyesu Yun, Eunju Ko
https://www.sciencedirect.com/science/article/pii/S0263237322001712/pdfft?md5=893577ee0f996101248b07cf2b9b97aa&pid=1-s2.0-S0263237322001712-main.pdf

25. Tracking teen food marketing: Participatory research to examine persuasive power and platforms of exposure
Appetite4 April 2023
Charlene Elliott, Emily Truman, Jason Edward Black
https://www.sciencedirect.com/science/article/pii/S0195666323001034/pdfft?md5=f2a412e96428bbef05238ff1ff159bc4&pid=1-s2.0-S0195666323001034-main.pdf

26. Digital tools and agricultural market transformation in Africa: Why are they not at scale yet, and what will it take to get there?
Food Policy16 March 2023
Gashaw T. AbateKibrom A. AbayMartin Paul Jr Tabe-Ojong
https://www.sciencedirect.com/science/article/pii/S0306919223000374/pdfft?md5=742b84467c816725452569b538433f5a&pid=1-s2.0-S0306919223000374-main.pdf

27. Analysis of factors affecting the effectiveness of face-to-face marketing learning via TikTok, YouTube and video conferencing
Heliyon28 June 2023
Eloy Gil-Cordero, Carlos Rodriguez-RadMaría-Elena Sánchez del Río-Vázquez
https://www.sciencedirect.com/science/article/pii/S2405844023044031/pdfft?md5=9db8008b6341e57d47b8be6b798a463d&pid=1-s2.0-S2405844023044031-main.pdf

28. Immersive experiences in digital exhibitions: The application and extension of the service theater model
Journal of Hospitality and Tourism Management15 December 2022
Sharleen Xiaolian Chen, Hung-Che Wu, Xiaoyuan Huang
https://www.sciencedirect.com/science/article/pii/S1447677022001942/pdfft?md5=51bceb9d168f735b1a9381b15535f7d9&pid=1-s2.0-S1447677022001942-main.pdf

29. Digital capability and creative capability to boost firm performance and formulate differentiated CSR-based strategy
Heliyon2 March 2023
My-Trinh Bui, Huong-Linh Le
https://www.sciencedirect.com/science/article/pii/S2405844023014482/pdfft?md5=67e4dd829086896caccfc8bd41650ebc&pid=1-s2.0-S2405844023014482-main.pdf

30. Digital destination branding: A framework to define and assess European DMOs practices
Journal of Destination Marketing & Management10 August 2023
Maria Giovanna ConfettoFrancesca ConteAlfonso Siano
https://www.sciencedirect.com/science/article/pii/S2212571X23000434/pdfft?md5=c30004857e46aa808fd16275f09858a5&pid=1-s2.0-S2212571X23000434-main.pdf

31. Reputational Assets and Social Media Marketing Activeness: Empirical Insights from China
Electronic Commerce Research and ApplicationsAvailable online 26 August 2023
Anders C. Johansson, Zhen Zhu
https://www.sciencedirect.com/science/article/pii/S1567422323000704/pdfft?md5=39beb124117a729b0ea86fe7393500eb&pid=1-s2.0-S1567422323000704-main.pdf

32. Controlling big data? Unfolding the organisational quest for IT-enabled competitive advantage
Scandinavian Journal of Management9 May 2023
Berit Hartmann, Christoph Reuter, Erik Strauss
https://www.sciencedirect.com/science/article/pii/S0956522123000234/pdfft?md5=5c6af93eccb54d7dd2fc534f90507b30&pid=1-s2.0-S0956522123000234-main.pdf

33. Improving seafood systems with social network analysis: The case of cuttlefish marketing in Catalonia
Marine Policy6 February 2023
Sílvia Gómez, Beatriz Patraca, José Luis Molina
https://www.sciencedirect.com/science/article/pii/S0308597X23000441/pdfft?md5=15722a9a28d918dd51d3477c8c6f601e&pid=1-s2.0-S0308597X23000441-main.pdf

34. Small steps for the big hit: A dynamic capabilities perspective on business networks and non-disruptive digital technologies in SMEs
Technological Forecasting and Social Change29 March 2023
Jonas Soluk, Carolin Decker-Lange, Andreas Hack
https://www.sciencedirect.com/science/article/pii/S0040162523001750/pdfft?md5=43e92a0fc4adc1e202d53f1b0ac75fe9&pid=1-s2.0-S0040162523001750-main.pdf

35. Do submission devices influence online review ratings differently across different types of platforms? A big data analysis
Technological Forecasting and Social Change19 January 2023
Marcello M. Mariani, Matteo Borghi, Benjamin Laker
https://www.sciencedirect.com/science/article/pii/S0040162522008174/pdfft?md5=3ee7079a92e232d3327c523cbb7de85e&pid=1-s2.0-S0040162522008174-main.pdf

36. A digital divide in direct market farmers’ online sales and marketing: Early pandemic evidence from California
Journal of Rural Studies3 June 2023
Sasha Pesci, Ryan E. Galt, Natalia Pinzón
https://www.sciencedirect.com/science/article/pii/S0743016723001043/pdfft?md5=a810d2ad58c0f25834895c4e3843f58e&pid=1-s2.0-S0743016723001043-main.pdf

37. “To comply or to react, that is the question:” the roles of humanness versus eeriness of AI-powered virtual influencers, loneliness, and threats to human identities in AI-driven digital transformation
Computers in Human Behavior: Artificial Humans18 August 2023
S. Venus Jin
https://www.sciencedirect.com/science/article/pii/S2949882123000117/pdfft?md5=4b11debb2c81dd657228bb0d8de7cb57&pid=1-s2.0-S2949882123000117-main.pdf

38. Using R-A theory and the optimal distinctiveness perspective to understand the strategic marketing approaches used by platform-based organizations: The cases of Facebook and Twitter in digital ecosystems
Journal of Business Research3 August 2023
Md Tarique Newaz, Vallari Chandna, Dennis Arnett
https://www.sciencedirect.com/science/article/pii/S0148296323005519/pdfft?md5=6d2a533d1c6aaa57e4a68cb58cf06f06&pid=1-s2.0-S0148296323005519-main.pdf

39. NFT marketing: How marketers can use nonfungible tokens in their campaigns
Business Horizons18 December 2021
Raeesah Chohan, Jeannette Paschen
https://www.sciencedirect.com/science/article/pii/S0007681321002202/pdfft?md5=8e175e71581102da02a048de08031f18&pid=1-s2.0-S0007681321002202-main.pdf

40. Leveraging big data for strategic marketing: A dynamic capabilities model for incumbent firms
Technological Forecasting and Social Change24 February 2023
Claire Brewis, Sally Dibb, Maureen Meadows
https://www.sciencedirect.com/science/article/pii/S0040162523000872/pdfft?md5=76dfe0adfdab55e9a0bf8e5833e640c6&pid=1-s2.0-S0040162523000872-main.pdf

41. Emerging digital technologies and consumer decision-making in retail sector: Towards an integrative conceptual framework
Computers in Human Behavior8 August 2023
Piyush Sharma, Akiko Ueno, Ceyda Paydas Turan
https://www.sciencedirect.com/science/article/pii/S0747563223002649/pdfft?md5=cabe3f4ce1316869eb92b6a9018b29cf&pid=1-s2.0-S0747563223002649-main.pdf

42. Digital capability, digital learning, and sustainable behaviour among university students in Taiwan: A comparison design of integrated mediation-moderation models
The International Journal of Management Education17 June 2023
Chih-Hsing Liu, Jeou-Shyan Horng, Maria Carmen B. Lapuz
https://www.sciencedirect.com/science/article/pii/S1472811723000733/pdfft?md5=0f515fabfe4a2ec885ed27ce66659cc2&pid=1-s2.0-S1472811723000733-main.pdf

43. Digital social engagements and knowledge sharing among sports fans: Role of interaction, identification, and interface
Technological Forecasting and Social Change18 August 2023
Jitendra Yadav, Rambalak Yadav, Aparna Mendiratta
https://www.sciencedirect.com/science/article/pii/S0040162523004778/pdfft?md5=9482469697dfdab622cc33b42636d079&pid=1-s2.0-S0040162523004778-main.pdf

44. The development of digital commerce in the fashion industry: The typology of emerging designers in London
Technological Forecasting and Social Change12 November 2022
Galina Gornostaeva
https://www.sciencedirect.com/science/article/pii/S0040162522006436/pdfft?md5=cfbf011922aa9580fcfad392dac1207c&pid=1-s2.0-S0040162522006436-main.pdf

Nguồn: Cục Thông tin khoa học và công nghệ quốc gia, 8/12/2023