Abstract
The latest effort in delivering computing resources as a service to managers and consumers represents a shift away from computing as a product that is purchased, to computing as a service that is delivered to users over the internet from large-scale data centers. However, with the advent of the cloud-based IoT and artificial intelligence (AI), which are advancing customer experience automations in many application areas, such as recommender systems (RS), a need has arisen for various modifications to support the IoT devices that are at the center of the automation world, including recent language models like ChatGPT and Bard and technologies like nanotechnology. This paper introduces the marketing community to a recent computing development: IoT-driven fog computing (FC). Although numerous research studies have been published on FC “smart” applications, none hitherto have been conducted on fog-based smart marketing domains such as recommender systems. FC is considered a novel computational system, which can mitigate latency and improve bandwidth utilization for autonomous consumer behavior applications requiring real-time data-driven decision making. This paper provides a conceptual framework for studying the effects of fog computing on consumer behavior, with the goal of stimulating future research by using, as an example, the intersection of FC and RS. Indeed, our conceptualization of the “fog-based recommender systems” opens many novel and challenging avenues for academic research, some of which are highlighted in the later part of this paper.
Original language | English |
---|---|
Pages (from-to) | 597-614 |
Number of pages | 18 |
Journal | Journal of Theoretical and Applied Electronic Commerce Research |
Volume | 19 |
Issue number | 1 |
DOIs | |
State | Published - Mar 2024 |
Bibliographical note
Publisher Copyright:© 2024 by the authors.
Keywords
- artificial intelligence (AI)
- edge computing
- fog computing
- internet of things (IoT)
- recommender system
- software defined networks (SDNs)