<![CDATA[This study is conducted to identify and synthesize the key success factors for implementing a Ubiquitous Marketing (UM) strategy in an increasingly dynamic, technology-driven, and digitalized competitive environment. The study applies a Systematic Bibliometric Literature Review (SBLR) using the SCOPUS database, focusing on publications in Business, Management, and Accounting from 2020 to 2025. A stringent screening process employing the keywords “Context” and “Personalized” as the core elements of UM yields a final set of 30 publications for analysis. The bibliometric results indicate that, although annual publication volumes fluctuate, the overall scholarly quality in this area is strong, with 68% of the selected works published in Q1 journals. The screened literature also demonstrates substantial academic influence, reflected in 394 total citations and an h-index of 13. The thematic synthesis highlights personalization as the central pillar of UM, increasingly enabled by the integration of artificial intelligence, big data, and machine learning to support ultra-personalization. At the same time, the literature emphasizes ethical and implementation challenges, particularly those related to data privacy, transparency, and security, which are essential to sustaining consumer trust. This study contributes a structured theoretical basis for understanding and operationalizing Ubiquitous Marketing (UM), clarifying the role of context and personalization, and outlining the key opportunities and constraints that shape successful implementation.]]>
