The Internet-of-Things: Review and research directions

- Consumer experiences with physical products will be highly visible in an era of IoT.
- Physical products are evolving into connected and dynamically reconfigurable service platforms that are socio-cyber-physical.
- Information is leaking out and liquifying everywhere and data is ubiquitous.
- Consumers personal data allow for personalization of the offering but could result in consumer vulnerabilities.
- Shifting boundaries due to information flows in an era of IoT will transform markets and exchanges.

This paper presents a review of the Internet-of-Things (IoT) through four conceptualizations: IoT as liquification and density of information of resources; IoT as digital materiality; IoT as assemblage or service system; and IoT as modules, transactions, and service. From the conceptualizations, we provide a definition of IoT and present its implications and impact on future research in Marketing that interfaces with information systems, design and innovation, data science and cybersecurity, as well as organizational studies and economics. By integrating the implications of IoT with extant literature, we then propose a set of priorities for future research in this area.