Naslov (srp)

Интернет интелигентних уређаја у маркетингу и малопродаји

Autor

Đurđević, Nataša M., 1971-

Doprinosi

Bogdanović, Zorica, 1979-
Despotović-Zrakić, Marijana, 1977-
Stojanović, Danijela, 1979-
Damnjanović, Vesna, 1979-
Labus, Aleksandra, 1984-

Opis (srp)

Društvene nauke / Informacioni sistemi i tehnologija Social sciences / information systems and technology Datum odbrane: 12.07.2022.

Opis (eng)

The subject of this doctoral dissertation is the development of a model for the implementation of the Internet of Things in marketing and retail. The central research problem is investigating the possibility of applying the concept of the Internet of Things and mobile technologies to improve business processes in marketing and retail. The main goal of this dissertation is the advancement of electronic business in retail via the development of a new communication mix based on the Internet of Things and mobile technologies. The dissertation presents a general model of the implementation of the Internet of Things in marketing and retail and the derived special prediction model of beacon implementation. The theory of the general model of the implementation of the Internet of Things in marketing and retail combines the relevant business and technology solutions, both manufacturers and retailers’ perspective of customer activation, and integrates the user interface and internal business processes. The model covers two clusters of solutions: consumer and shopper facing vs. infrastructure and process-related. Also, the model spans across the entire business process: from planning through implementation to the measurement of system performance and business results. The model provides the integration of the Internet of Things, mobile technologies, cloud computing, big data analytics, security, and privacy. The special prediction model is an integral part of the general model and has been validated for beacon technology.The model is evaluated by a real business case field experiment of the application of beacons for shopper activation and sales conversion. The model introduces new metrics of beacon implementation efficacy. The objectives of the conducted research are to validate the prediction efficacy and to determine the general level of awareness and implementation of the Internet of Things technologies among the managers of retail and consumer goods companies in Serbia. The research validated the model’s predictive power and effectiveness of beacons as a marketing promotional vehicle. Research conducted among the Serbian managers of retail and consumer goods companies has shown a current low level of knowledge and implementation of the Internet of Things technologies. Using the unified theory of acceptance and use of technology model, the research identifies main factors of influence on intention to use and actual use of the Internet of Things technologies. The implementation and the evaluation of the model support the main hypotheses posited in the dissertation: it is possible to develop a sustainable model of the Internet of Things implementation in marketing and retail, and these technologies enable better business results compared to traditional business and customer engagement mechanisms.

Jezik

srpski

Datum

2022

Licenca

© All rights reserved

Predmet

OSNO - Opšta sistematizacija naučnih oblasti, Ekonomske nauke

интернет интелигентних уређаја, IoT, технологије паметне малопродаје, бикони, мобилни маркетинг, прихватање технологија

OSNO - Opšta sistematizacija naučnih oblasti, Ekonomske nauke

Internet of things, IoT, smart retail technologies, beacons, mobile marketing, technology acceptance