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Technology and Marketing

Abdullah Promise Opute, Kalu Ibe Kalu, Eunice Oluwakemi Chukwuma-Nwuba, Jafar Ojra, Chux G. Iwu Orcid Logo

Advances in Marketing, Customer Relationship Management, and E-Services, Pages: 208 - 220

Swansea University Author: Jafar Ojra

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Abstract

Digital technologies have tremendously evolved and become a part of daily life. This constant evolution constitutes a major determinant of how consumers and organisations engage. For consumers, the evolvement intensifies their socialising capacity with customers of like mind, voice their dissatisfac...

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Published in: Advances in Marketing, Customer Relationship Management, and E-Services
ISBN: ISBN13: 9781668435908
ISSN: 2327-5502 2327-5529
Published: IGI Global 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa67379
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Abstract: Digital technologies have tremendously evolved and become a part of daily life. This constant evolution constitutes a major determinant of how consumers and organisations engage. For consumers, the evolvement intensifies their socialising capacity with customers of like mind, voice their dissatisfaction, and explore alternative options. Marketers leverage the digital evolvement to engage with customers, acquire marketing intelligence, and exploit customers’ purchase behaviour emotions. Recognising the growing digital technologies trend and importance to marketing, this chapter highlights the need for more effort towards enhancing the technology-marketing interface. Given that movement restriction-induced consequences of COVID-19 have intensified the paradigm shift from physical to virtual marketing, this chapter forwards a theoretical framing that takes a technology-marketing viewpoint that focuses on customer engagement and ensuring implementation processes for effectively managing associated challenges. Finally, recommendations are offered and future research directions flagged.
College: Faculty of Humanities and Social Sciences
Start Page: 208
End Page: 220