Investigating the Key Parameters Affecting Sustainable IoT-Based Marketing

Abstract

Over the past four decades, the world has witnessed an interesting new trend. Technologies are made just to make the world a better place. All industries have developed clean energy such as wind and solar. Today, all organizations strive to create a better world. In this regard, the vision of the World Economic Forum's Community Economics and Digital Society Initiative is to include our digital future as reliable and sustainable. IoT is the main focus in this regard. The Internet of Things and the capabilities it provides to managers are an effective tool for achieving the organization's sustainable competitive advantage. Based on studies, perceived usefulness, ease of use, trust, social acceptance, enjoyment of use and controllability have been identified as effective variables on the use of IoT in sustainable smart marketing. In this study, these key indicators were reviewed and prioritized. Finally, a framework for expressing the positions of the impact of the Internet of Things on sustainable marketing is presented.