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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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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 |
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facultyofhumanitiesandsocialsciences |
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Faculty of Humanities and Social Sciences |
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Faculty of Humanities and Social Sciences |
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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 |
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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 |
_version_ |
1807360932228104192 |
score |
11.021648 |