Intelligent Marketing based on the Internet of Things in the Electronic Payment Industry

Document Type : Original Article

Authors

1 Associate Professor of Industrial Management Department, Semnan University, Semnan

2 MA. Student, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

3 PHD of Industrial Management, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

10.48308/jbmp.2025.236841.1630

Abstract

Today, organizations need new tools to make decisions in highly competitive environments. Among these tools is intelligence or smart marketing. It is expected that the Internet of Things technology will increase the efficiency and capability of marketing intelligence, because it can be used to better collect information about customers and competitors. Based on this, the aim of this research is to identify the smart marketing model based on the Internet of Things in the electronic payment industry. This qualitative study was conducted using the grounded theory approach. The data were collected using structured interviews until complete saturation and then analyzed with the help of open, central and selective coding using Atlas TI 9 software. Based on the findings of the research, the causal conditions are divided into two categories: technical and technological infrastructures, existing fields in the country as the category of background conditions, commercial and operational challenges, legal and legal challenges and technological challenges and Environment as the categories of intervening conditions, data analysis, market monitoring, attracting adopters, cooperation with banks and telecommunications as strategic conditions and environmental consequences and functional consequences were identified as consequences.

Keywords

References

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History

  • Receive Date: 08 September 2024
  • Revise Date: 18 January 2025
  • Accept Date: 21 January 2025

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