Research Trends on Big Data Analytics in Digital Marketing Field: Meta-Analysis Study

Document Type : Original Article

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faculty of media & mass communication, october 6 university

Abstract

The main of the research is to examine the previous studies conducted in the Big data analytics in digital marketing field, during the previous 10 years, by analyzing a sample of Arabic and Foreign research, to know the most important topics, research, trends and to clarify the scientific models and theories, in addition to monitoring the research methodologies that have been relied upon identifying the research tool, and clarifying the most important findings of those studies. This study belongs to Meta-analysis studies. The results assured that Arab studies are scarce about big data analysis in digital marketing, while there was an abundance of foreign studies that focus on the impact of big data analysis on companies` marketing performance. The vast majority of the studies adopted the survey, and the research tools varied between the questionnaire, In-depth interviews, Meta-analysis, and big data analysis. The studies depended on new models and theories that fit the nature of the subject of the studies under analysis.



Keywords: Big Data Analysis, Digital Marketing, Customer Relationship Management, Customer Behavior, Privacy Violation

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