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Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
Jafar Ojra,
Abdullah Promise Opute,
Kalu Ibe Kalu,
Eunice Oluwakemi Chukwuma-Nwuba,
Chux G. Iwu
Critical Perspectives on Diversity, Equity, and Inclusion in Marketing, Pages: 208 - 220
Swansea University Author: Jafar Ojra
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...
| Published in: | Critical Perspectives on Diversity, Equity, and Inclusion in Marketing |
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| ISBN: | ISBN13: 9781668435908 |
| Published: |
IGI Global
2022
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| Online Access: |
https://www.igi-global.com/book/critical-perspectives-diversity-equity-inclusion/285027 |
| 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. |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
208 |
| End Page: |
220 |