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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...

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Published in: Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
ISBN: ISBN13: 9781668435908
Published: IGI Global 2022
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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first_indexed 2024-08-14T11:08:21Z
last_indexed 2024-08-14T11:08:21Z
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spelling v2 67379 2024-08-14 Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications 98fdad496bd3ffe83a308e0f641953d0 Jafar Ojra Jafar Ojra true false 2024-08-14 CBAE 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. Book chapter Critical Perspectives on Diversity, Equity, and Inclusion in Marketing 208 220 IGI Global ISBN13: 9781668435908 2 5 2022 2022-05-02 https://www.igi-global.com/book/critical-perspectives-diversity-equity-inclusion/285027 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Not Required 2024-08-14T12:08:22.7700939 2024-08-14T11:59:12.2740621 Faculty of Humanities and Social Sciences School of Management - Accounting and Finance Jafar Ojra 1 Abdullah Promise Opute 2 Kalu Ibe Kalu 3 Eunice Oluwakemi Chukwuma-Nwuba 4 Chux G. Iwu 5
title Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
spellingShingle Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
Jafar Ojra
title_short Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
title_full Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
title_fullStr Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
title_full_unstemmed Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
title_sort Technology and Marketing: Understanding the Interface and Post-COVID-19 Implications
author_id_str_mv 98fdad496bd3ffe83a308e0f641953d0
author_id_fullname_str_mv 98fdad496bd3ffe83a308e0f641953d0_***_Jafar Ojra
author Jafar Ojra
author2 Jafar Ojra
Abdullah Promise Opute
Kalu Ibe Kalu
Eunice Oluwakemi Chukwuma-Nwuba
Chux G. Iwu
format Book chapter
container_title Critical Perspectives on Diversity, Equity, and Inclusion in Marketing
container_start_page 208
publishDate 2022
institution Swansea University
isbn ISBN13: 9781668435908
publisher IGI Global
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Accounting and Finance{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Accounting and Finance
url https://www.igi-global.com/book/critical-perspectives-diversity-equity-inclusion/285027
document_store_str 0
active_str 0
description 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.
published_date 2022-05-02T12:08:21Z
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score 11.021648

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