Opportunities and challenges of big data in digital marketing (დიდი მონაცემების გამოწვევები და შესაძლებლობები ციფრულ მარკეტინგში)

Thumbnail Image
Journal Title
Journal ISSN
Volume Title
Ivane Javakhishvili Tbilisi State University Press
Business companies are constantly striving to have competitive advantages, role of Big Data is very valuable for predicative analysis and well-informed decisions. Big Data made revolutionary changes in the fields of economics, business and healthcare. It should be noted that Big Data is impressive in volume, intensity, and complexity, which remarkably exceeds standard analytical capabilities. That is why the joint combination of information technology and marketing tools provide a significant contribution to the implementation of an effective marketing strategy. The aim of the paper is to clarify the essence of Big Data, demonstrate it`s role in marketing activities, as well as in the risk management processes caused by the Covid-19 pandemic. The conducted marketing studies have clearly confirmed immense contribution of Big Data in marketing strategies. As for, COVID -19 Big Data has been used to target the identification of virus cases and allocate appropriate resources to better protect public health. Processing and analyzing Big Data against the effects of COVID -19 and post-COVID will help to conduct new researches and provide preventive measures. Ample of scientific publications have been published in the recent period related to the issue all over the world, although there is still a lot to be done in this direction in Georgia.
1. Ababneh, A., Al-shanableh, N., & Alzyoud, M. (2021). A Review of Algorithms and Techniques for Analyzing Big Data. International Journal, 9(6), 695-702. 2. Akter, S., & Wamba, S. F. (2019). Big data and disaster management: a systematic review and agenda for future research. Annals of Operations Research, 283(1), 939-959. 3. Amado, A., Cortez, P., Rita, P., & Moro, S. (2018). Research trends on Big Data in Marketing: A text mining and topic modeling based literature analysis. European Research on Management and Business Economics, 24(1), 1-7. 4. Atun, R. (2012). Health systems, systems thinking and innovation. Health policy and planning, 27, iv4-iv8. 5. Bragazzi, N. L., Dai, H., Damiani, G., Behzadifar, M., Martini, M., & Wu, J. (2020). How big data and artificial intelligence can help better manage the COVID-19 pandemic. International journal of environmental research and public health, 17(9), 3176. 6. Buhl, P. D. H. U., Roglinger, D. M., Moser, D. K. F., & Heidemann, D. J. (2013). Big Data. Business & Information Systems Engineering, 5 (2), 65-69. 7. Camilleri, M. A. (2020). The use of data-driven technologies for customer-centric marketing. International Journal of Big Data Management, 1(1), 50-63. 8. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice. Pearson. 9. Chen, C. P., & Zhang, C. Y. (2014). Data-intensive applications, challenges, techniques and technologies: A survey on Big Data. Information sciences, 275, 314-347. 10. De Mauro, A., Greco, M., & Grimaldi, M. (2016). A formal definition of Big Data based on its essential features. Library review. 65(3), 122-135. 11. Dong, J., Wu, H., Zhou, D., Li, K., Zhang, Y., Ji, H., ... & Liu, Z. (2021). Application of big data and artificial intelligence in COVID-19 prevention, diagnosis, treatment and management decisions in China. Journal of Medical Systems, 45(9), 1-11. 12. Elgendy, N., & Elragal, A. (2014, July). Big data analytics: a literature review paper. In Industrial conference on data mining (pp. 214-227). Springer, cham. 13. Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of business research, 69(2), 897-904. 14. Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of business research, 69(2), 897-904. 15. Fu, H., Manogaran, G., Wu, K., Cao, M., Jiang, S., & Yang, A. (2020). Intelligent decision-making of online shopping behavior based on internet of things. International Journal of Information Management, 50, 515-525. 16. Hu, J., & Zhang, Y. (2017). Discovering the interdisciplinary nature of Big Data research through social network analysis and visualization. Scientometrics, 112(1), 91-109. 17. Jashi, Ch. (2020). The New Context of Marketing in Social Media (Conceptual review). Economics and Business , 1, 152-164. 18. Jashi, Ch., & Urotadze, E. (2020). Marketing Aspect of COVID-19 Epoch. In Proceedings of the 5th International Scientific Conference „Challenges of Globalization in Economics and Business“, Ivane Javakhishvili Tbilisi State University, pp. 397-405. 19. Lee, I. (2017). Big data: Dimensions, evolution, impacts, and challenges. Business horizons, 60(3), 293- 303. 20. Lukosius, V., & Hyman, M. R. (2019). Marketing theory and big data. The Journal of Developing Areas, 53(4), 217-228. 21. Matin, A., Khoshtaria, T., & Todua, N. (2022). The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users. International Journal of Marketing, Communication and New Media, 10(18), 88-114. 22. Mayer-Schönberger, V., & Cukier, K. (2013). Big Data: A Revolution That Will Transform How We Live,Work and Think. London: John Murray. 23. Mehta, N., & Shukla, S. (2022). Pandemic analytics: how countries are leveraging big data analytics and artificial intelligence to fight COVID-19?. SN Computer Science, 3(1), 1-20. 24. Moro, S., Rita, P., & Vala, B. (2016). Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach. Journal of Business Research, 69(9), 3341-3351. 25. Mosconi, E. M., Silvestri, C., Poponi, S., & Braccini, A. M. (2013). Public policy innovation in distance and on-line learning: reflections on the Italian case. In Organizational Change and Information Systems (pp. 381-389). Springer, Berlin, Heidelberg. 26. Nuseir, M. T. (2018). How big data is used in expanding marketing activities. International Journal of Economics and Business Research, 16(4), 466-475. 27. Piccarozzi, M., & Aquilani, B. (2022). The role of Big Data in the business challenge of Covid-19: a systematic literature review in managerial studies. Procedia Computer Science, 200, 1746-1755. 28. Piccarozzi, M., & Aquilani, B. (2022). The role of Big Data in the business challenge of Covid-19: a systematic literature review in managerial studies. Procedia Computer Science, 200, 1746-1755. 29. Pinarbasi, F., & Canbolat, Z. N. (2019). Big data in marketing literature: a Bibliometric Analysis. International Journal of Business Ecosystem & Strategy (2687-2293), 1(2), 15-24. 30. Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. In MBA (pp. 37-74). Springer, Cham. 31. Saidali, J., Rahich, H., Tabaa, Y., & Medouri, A. (2019). The combination between big data and marketing strategies to gain valuable business insights for better production success. Procedia Manufacturing, 32, 1017-1023. 32. Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102. 33. Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). From user-generated data to data-driven innovation: A research agenda to understand user privacy in digital markets. International Journal of Information Management, 60, 102331. 34. Sheng, J., Amankwah-Amoah, J., & Wang, X. (2017). A multidisciplinary perspective of big data in management research. International Journal of Production Economics, 191, 97-112. 35. Sivarajah, U., Irani, Z., Gupta, S., & Mahroof, K. (2020). Role of big data and social media analytics for business to business sustainability: A participatory web context. Industrial Marketing Management, 86, 163-179. 36. Statista (2022a). Number of internet and social media users worldwide as of July 2022. Retrieved from https://www.statista.com/statistics/617136/digital-population-worldwide/ 37. Statista (2022b). Global Big Data Industry Market Size 2011-2027. Retrieved from https://www.statista.com/statistics/254266/global-big-data-market-forecast/ 38. Todua, N. (2022). Impact of the COVID-19 Pandemic on Social Media Marketing. In Proceedings of the International Scientific Conference „Covid-19 Pandemic and Economics“, Ivane Javakhishvili Tbilisi State University, pp. 155-160. 39. Todua, N., & Gogitidze, N. (2021). Features of the Use of Digital Marketing in the Banking Sector. The New Economist,16 (3/4), 7-15. 40. Todua, N., & Jashi, C. (2018). Influence of social marketing on the behavior of Georgian consumers regarding healthy nutrition. Bull. Georg. Natl. Acad. Sci, 12(2), 183-190. 41. Todua, N., & Jashi, Ch. (2021). Paradoxes of Social Marketing in Healthcare (In the Context of COVID-19 Pandemic). In Proceedings of the 6th International Scientific Conference „Challenges of Globalization in Economics and Business“, Ivane Javakhishvili Tbilisi State University, pp. 163-168. 42. Todua, N., & Jashi, Ch. (2013). Challenges of Social Marketing. TSU Science, 5, 59-62. 43. Wamba, S. F. (2017). Big data analytics and business process innovation. Business Process Management Journal, 23(3), 470-476. 44. Wamba, S. F., Akter, S., Edwards, A., Chopin, G., & Gnanzou, D. (2015). How ‘big data’can make big impact: Findings from a systematic review and a longitudinal case study. International Journal of Production Economics, 165, 234-246. 45. Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J. F., Dubey, R., & Childe, S. J. (2017). Big data analytics and firm performance: Effects of dynamic capabilities. Journal of Business Research, 70, 356-365. 46. Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272. 47. Wu, J., Wang, J., Nicholas, S., Maitland, E., & Fan, Q. (2020). Application of big data technology for COVID- 19 prevention and control in China: lessons and recommendations. Journal of medical Internet research, 22(10), e21980.
Big Data, Digital Marketing, Risk Management of COVID -19 Change of Consumer Behavior
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 203-211