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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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DOI (Published version): 10.4018/978-1-6684-3590-8.ch012

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
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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 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 Advances in Marketing, Customer Relationship Management, and E-Services 208 220 IGI Global ISBN13: 9781668435908 2327-5502 2327-5529 20 5 2022 2022-05-20 10.4018/978-1-6684-3590-8.ch012 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Not Required 2024-10-01T12:18:33.0112067 2024-08-14T11:59:12.2740621 Faculty of Humanities and Social Sciences School of Management - Accounting and Finance Abdullah Promise Opute 1 Kalu Ibe Kalu 2 Eunice Oluwakemi Chukwuma-Nwuba 3 Jafar Ojra 4 Chux G. Iwu 0000-0002-6290-9864 5
title Technology and Marketing
spellingShingle Technology and Marketing
Jafar Ojra
title_short Technology and Marketing
title_full Technology and Marketing
title_fullStr Technology and Marketing
title_full_unstemmed Technology and Marketing
title_sort Technology and Marketing
author_id_str_mv 98fdad496bd3ffe83a308e0f641953d0
author_id_fullname_str_mv 98fdad496bd3ffe83a308e0f641953d0_***_Jafar Ojra
author Jafar Ojra
author2 Abdullah Promise Opute
Kalu Ibe Kalu
Eunice Oluwakemi Chukwuma-Nwuba
Jafar Ojra
Chux G. Iwu
format Book chapter
container_title Advances in Marketing, Customer Relationship Management, and E-Services
container_start_page 208
publishDate 2022
institution Swansea University
isbn ISBN13: 9781668435908
issn 2327-5502
2327-5529
doi_str_mv 10.4018/978-1-6684-3590-8.ch012
publisher IGI Global
college_str Faculty of Humanities and Social Sciences
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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
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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 2022-05-20T12:18:31Z
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score 11.037603

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