Background: As the study title indicates, the data is big, also the opportunities and benefits, but marketers need\nto acknowledge the accompanying challenges that come with using leveraging this big data. Big data opportunities\nand challenges have been investigated in several previous studies, but few studies have been conducted in the\nmarketing arena. This study presents: (a) a comprehensive survey of Big Data definitions and characteristics; (b) a\ndiscussion of the linkage of big data and marketing; (c) review the opportunities and challenges associated with big\ndata in marketing; (d) Research trends issues, conclusion, and future directions are presented in this paper.\nPurpose: Big Data has earned much attention from the IT industry and academia. Given the research interest\non Big Data in the marketing field, thus, authors intend to present an integrated view based on the previous literature\nwith the aim of identifying the major trends in this field. Particularly, the analysis focus on pertinent terms and topics\nrelated to three \"B's\": Big Data, Big Opportunities/benefits, Big challenges.\nDesign/methodology/approach: A systematic integrated literature review was carried out through a strict\nsearch approach that identified. A total of 650 articles published between 2010 and 2018 indexed in EBSCO\ndatabase were collected and scrutinized.\nFindings: The results of the previous studies on big data and marketing revealed that they were limited to\ndiscuss the technical and research fields and did not clearly consistent with sophisticated technologies towards the\nbenefits of marketing, and it has not yet reached the level of marketers' ambition. Over and above, findings show\nthat research in big data applications and practices to marketing is still in early stages, thus, making it necessary to\npromote more direct efforts towards the business for big data to thrive in the marketing domain.\nPractical implications: This paper is specifically relevant to marketing firms and departments concerned\nin the evolution of marketing activities and abilities to increase customer basis. Furthermore, it is also useful to\ncompare several international studies trend as this study takes a perspective globally. The study provides priceless\ninformation and an in-depth integrated view of big data relevant to opportunities and challenges that marketing\nencountered. Furthermore, it opens new insights into the topic area by emphasizing for further future studies and\nresearch directions.\nOriginality/value: The study is original; we have reviewed the literature on big data in the marketing arena. This\nstudy is a key source of inspiration for marketing practitioners who willing to develop their future business, as well\nas academics and researchers interested in marketing who wish to remain the forefront of their research domain.
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