Special Issue: The Internet of Things (IoT) and marketing: the state of play, future trends and the implications for marketing
Journal of Marketing Management, Volume 33, 2017, Issue 1-2

Editorial: The Internet of Things (IoT) and marketing: the state of play, future trends and the implications for marketing
Bang Nguyen & Lyndon Simkin
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Value co-creation with Internet of things technology in the retail industry
M. S. Balaji & Sanjit Kumar Roy
“Internet of things (IoT) is a novel paradigm that aims to bridge the digital world with the real world. With the rapid advancements in Internet and communication technology, we are witnessing the dawn of a new era of the IoT in various industries. The retail industry is at the forefront in embracing the IoT, which is expected to change the way customers experience shopping. Drawing on the service-dominant logic, this study proposes that customer interaction with IoT retail technology results in value co-creation …”  Read more >

Exploring the factors that support adoption and sustained use of health and fitness wearables
Ana Isabel Canhoto & Sabrina Arp
“The Internet of Things (IoT) and, particularly, wearable products have changed the focus of the healthcare industry to prevention programmes that enable people to become active and take responsibility for their own health. These benefits will only materialise, however, if users adopt and continue to use these products, as opposed to abandoning them shortly after purchase. Our study investigates how the characteristics of the device, the context and the user can support the adoption and the sustained use of health and fitness wearables …”  Read more >

The Internet of Things and interaction style: the effect of smart interaction on brand attachment
Jintao Wu, Junsong Chen & Wenyu Dou
“With the rising popularity of the Internet of Things (IoT), increasingly more customers are enjoying personalised, autonomous, and optimised services provided by smart and connected objects. Drawing on the stereotype content model and brand attachment literature, we examine the effect of interaction style (e.g. friend-like and engineer-like communication) on consumers’ brand perception using two laboratory experiments …”  Read more >

Drivers of consumers’ resistance to smart products
Zied Mani & Inès Chouk
“The Internet of Things (IoT) market is set to grow rapidly. Although IoT offers new opportunities, it nevertheless raises challenges. The objective of this research is to develop a better understanding of the reasons underlying consumer resistance to smart and connected products. To this end, a quantitative survey was carried out to understand resistance to smartwatch …”  Read more >


Vignettes in the two-step arrival of the internet of things and its reshaping of marketing management’s service-dominant logic
Arch G. Woodside & Suresh Sood
“This commentary offers vignettes on the introductions of the ‘internet of things’ (IoT) and their impacts on revising the service-dominant (S-D) logic paradigm in marketing. Except smart phones, most consumer households are not participating now in the IoT revolution – but most product-service radical innovations include a 20+ year low-growth start-up. Because the benefits really are enormous and the technical advances in smart devices are now rapidly improving, expect the IoT revolution to hit hard in all areas of daily life before 2025 similar to the great impacts occurring now in business-to-business applications. This study proposes substantial revisions in the S-D logic due to the upcoming take-off stage of adopting radically new IoT innovations …”  Read more >

Unlocking value from machines: business models and the industrial internet of things
Michael Ehret & Jochen Wirtz
“In this article, we argue that the Industrial Internet of Things (IIoT) offers new opportunities and harbours threats that companies are not able to address with existing business models. Entrepreneurship and Transaction Cost Theories are used to explore the conditions for designing nonownership business models for the emerging IIoT with its implications for sharing uncertain opportunities and downsides, and for transforming these uncertainties into business opportunities. Nonownership contracts are introduced as the basis for business model design and are proposed as an architecture for the productive sharing of uncertainties in IIoT manufacturing networks …”  Read more >

The Internet of total corporate communications, quaternary corporate communications and the corporate marketing Internet revolution
John M. T. Balmer & Dorothy A. Yen
“The advent of what we call, ‘The Corporate Marketing Internet Revolution’ necessitates a radical rethinking of marketing practice and scholarship. As such, mindful of the importance of the Internet and, in particular, the Internet of Things (IoT) phenomenon, this article formally introduces and elucidates the Internet of Total Corporate Communications (IoTCC) notion. Moreover, it particularises the nature and importance of quaternary (fourth-order) total corporate communications …”  Read more >

The integrity challenge of the Internet-of-Things (IoT): on understanding its dark side
David De Cremer, Bang Nguyen & Lyndon Simkin
“Despite the overall positive feeling about Internet of Things’ (IoT) development, a main risk involves the integrity of the system itself. This paper considers the influence of the IoT on marketing practices and addresses the overlooked area of the dark side of the IoT. Dysfunctional forms of IoT have been neglected as an area of research, so identifying the different types of IoT providers’ dark-side behaviours will assist in the development of an integrated approach to the IoT that will help to overcome or mitigate these dark-side behaviours. Based on an extensive literature review, supplemented by expert insights drawn from the authors’ study of the IoT, a framework is developed that classifies the varying IoT dark-side behaviour types …”  Read more >

You can also read Bang and Lyndon’s JMM blog post on The dark side of the Internet-of-Things


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Disclaimer: Any views expressed in this posting are the views of the Author(s), and are not necessarily the views of the JMM Editors, Westburn Publishers Ltd. or Routledge, Taylor & Francis Group.