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Participative marketing: extending social media marketing through the identification and interaction capabilities from the Internet of things

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Abstract

Internet of things extends the capabilities to identify products with new technologies such as near field communication, radio-frequency identification, quick response code and with existing identification technologies such as barcode. Identification allows to retrieve extended information and knowledge of the products. Thereby, customers are able to retrieve and share knowledge among the different products. This work presents the participative marketing as the evolution from the social media marketing toward the active participation from the prosumers and the empowerment of the marketing with the collective intelligence. Thereby, participative marketing enables new interaction and participation models based on the ubiquitous identification. This has been evaluated in a social platform, which integrates the knowledge and experiences from the customers, and in a mobile platform, which interacts with the products through the mentioned identification technologies.

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  1. viBrain Solutions—http://www.viBrainsolutions.com.

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Acknowledgments

This research has been conducted by the Intelligent Systems and Networks group, of the University of Murcia, Espinardo, Spain, awarded for its excellence as a research group in the frame of the Spanish “Plan de Ciencia y Tecnología de la Región de Murcia” from the “Fundación Séneca” (04552/GERM/06). The authors would like to thank the European Project “Universal Integration of the Internet of things through an IPv6-based Service Oriented Architecture enabling heterogeneous components interoperability (IoT6)” from the FP7 with the Grant Agreement No: 288445, and the Spanish ministry, for education, social politics and sport, for sponsoring this research activity with the Grant FPU Program (AP2009-3981).

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Authors and Affiliations

  1. University of Murcia, Murcia, Spain

    Antonio J. Jara & Antonio F. Skarmeta

  2. Catholic University of San Antonio, Murcia, Spain

    María Concepción Parra

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  1. Antonio J. Jara
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  2. María Concepción Parra
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  3. Antonio F. Skarmeta
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Correspondence to Antonio J. Jara.

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Jara, A.J., Parra, M.C. & Skarmeta, A.F. Participative marketing: extending social media marketing through the identification and interaction capabilities from the Internet of things. Pers Ubiquit Comput 18, 997–1011 (2014). https://doi.org/10.1007/s00779-013-0714-7

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