Acta Mechanica Slovaca 2025, 29(1):50-57 | DOI: 10.21496/ams.2025.012

Internet of Things in the Context of Digital Online Revolution in Marketing of Bosch Campaign LikeABosch

Zuzana Dzilská^{1, *}, František Pollák^{1, 2}

¹ University of Economics in Bratislava, Dolnozemská cesta 1/b, 852 35 Bratislava, Slovak Republic

² Institute of Technology and Business in České Budějovice, Okružní 517/10, 370 01 České Budějovice, Czech Republic

The Internet of Things (IoT) is fundamentally changing our everyday lives. It contributes to improving the quality and prosperity of life. This study aims to analyse the change that technology brings to daily life and on analysing the IoT marketing media campaign LikeABosch between the years 2019 and 2023 within the geographical territory of Brazil, China, France, Germany, India, UK and USA. The study methodology includes collection of secondary data available at the annual Tech Compass Survey. In 2019 Bosch published a campaign LikeABosch promoting Bosch IoT products. Based on the number of views of the media campaign on youtube.com under the brand #LikeABosch the study aims to identify the number of impressions. The results indicate that 70% of respondents see a positive impact of technology. Nevertheless, it is important to mention that there is a decreasing tendency recorded between the years 2022 (global index at 72%) and in 2023 (global index at 75%). Additionally, the results suggest a great success of the media campaign and thus Bosch successfully promotes IoT products. The study disposes of several limitations such as the secondary source of data collected from publicly accessible web sources which exclude other macroeconomic factors. This study contributes to enlarging the knowledge in the area of IoT industry narrowed to the Bosch Group and innovation potential of companies in post COVID-19 era aiming at accelerated media quality and competitiveness.

Keywords: Internet of Things; LikeABosch; Marketing; Technological Progress

Received: January 22, 2025; Revised: March 10, 2025; Accepted: March 12, 2025; Published: March 30, 2025  Show citation