نوع مقاله : مقاله مروری
نویسنده
گروه مهندسی برق، دانشگاه گیلان،رشت ،گیلان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Objective: The convergence of the Internet of Things , Artificial Intelligence , and Blockchain technologies is driving a paradigm shift in the smart home ecosystem and its associated marketing approaches. Despite the proliferation of research in this domain, existing studies predominantly investigate these technologies in isolation or in pairwise combinations, failing to provide an integrated framework for their simultaneous synergy in intelligent marketing management. Hence, this study aims to conduct a systematic literature review to analyze the role of this triple convergence within the smart home ecosystem, identifying opportunities, challenges, and future research trajectories in smart marketing management.
Methodology: This research adopts a systematic literature review strategy, adhering to the PRISMA 2020 framework. Data were collected from prominent scientific databases, including ScienceDirect, IEEE Xplore, Scopus, Web of Science, MDPI,Google Scholar, covering the publication period from 2015 to 2025. From an initial pool of 2,850 identified studies, 178 articles were selected for final analysis following deduplication, screening, and rigorous quality appraisal utilizing the Kitchenham and CASP checklists. The extracted data were subsequently analyzed using thematic analysis.
Findings: The thematic analysis reveals that the triple convergence is structured around four principal themes: (1) Data generation and acquisition via IoT as the foundational infrastructure of the smart home ecosystem; (2) Intelligent analysis and decision-making through AI algorithms for consumer behavior prediction and service personalization; (3) Security, transparency, and trust-building enabled by Blockchain for the secure storage and exchange of sensitive user data; and (4) Smart marketing as the ultimate output, encompassing service personalization, enhanced customer experience, and optimized marketing interactions. The review indicates that the majority of prior research has concentrated on singular or dual-technology applications, with the primary research gap being the absence of a unified framework for the simultaneous synergy of all three technologies. Key challenges identified include privacy preservation, cybersecurity threats, Blockchain scalability limitations, technical complexities, and user adoption barriers.
Conclusion: This paper presents an integrated conceptual framework, demonstrating that the core value in smart marketing is created when IoT-generated data is processed through AI analytics and translated into personalized marketing decisions within a secure, Blockchain-based infrastructure. In contrast to dual-technology models, this framework emphasizes the interactive, three-layer feedback loop of concurrent integration. Future research avenues encompass the development of lightweight Blockchain architectures, the design of real-time sensor-data-driven personalized campaigns, the establishment of data transparency standards, and the formulation of regulatory and governance frameworks for privacy protection in data-driven marketing.
کلیدواژهها [English]
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