Effects of Technological Innovations on Consumer Behavior: Marketing 4.0 Perspective

Yakut, Enis

doi:10.1108/978-1-80117-326-120211004

Cited by 9 publications

(6 citation statements)

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“…In other words, the happiness experienced by consumers when using the iPhone may be influenced by their tendency to innovate to stand out constantly. This aligns with the research conducted by Yakut (2022).…”

Section: Introductionsupporting

confidence: 90%

Impact of social comparison and peer pressure on iphone consumer happiness and innovativeness

Sari,

Atmaja

2024

MABIS

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In the era of rapid technological advancement, the conventional use of smartphones has undergone a transformative paradigm shift. The presence of Apple's iPhone has become a significant entity surpassing mere communication functions. This research explores the dynamics linking social comparison, peer pressure, consumer innovativeness, and user satisfaction in the context of iPhone usage. Engaging 319 iPhone users in Indonesia through a comprehensive online survey, data was collected, and 150 respondents met the specified criteria. The study employs Partial Least Squares analysis using the SmartPLS4 software. Empirical findings reveal a positive correlation between social comparison and peer pressure, exerting a substantial influence on consumer innovativeness. Interestingly, social comparison also has a positive impact on consumer happiness. However, the research finds that while peer pressure significantly contributes to consumer innovativeness, it does not affect consumer happiness. This investigation underscores the crucial role of social comparison and peer pressure in shaping consumer innovativeness and happiness. The study elucidates the complex interaction between psychological and social factors. By understanding the desire to differentiate oneself and seek social acceptance, this research enhances our understanding of consumer decision-making in iPhone usage, facilitating diverse perspectives on technology as a crucial element in social identity construction.

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Section: Introductionsupporting

confidence: 90%

Impact of social comparison and peer pressure on iphone consumer happiness and innovativeness

Sari,

Atmaja

2024

MABIS

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“…Park & Feinberg, 2010; Zheng & Wen, 2021), self‐service (Hsu et al, 2021), sensory‐enabled (Sohn & Kwon, 2019), and image interactivity technology (Nuanchaona et al, 2021). Virtualization tools, for instance, VR goggles or other mobile devices, enable customers to digitally experience products and services, which are not physically present (Yakut, 2022). Self‐service technologies, such as automated teller machines (ATMs) or self‐service desks at airports, allow users to obtain a service without interacting with service employees (Kelly et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Artificial intelligence in marketing: A meta‐analytic review

Mehta¹,

Jebarajakirthy

Maseeh

et al. 2022

Psychology and Marketing

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This study synthesizes the artificial intelligence literature into a Meta-analytic framework based on the theory of reasoned action and the unified theory of acceptance and use of technology 2, and examines concrete relationships between the constructs of this framework. This meta-review also performed a moderation analysis to investigate the possible reasons for inconsistent findings across studies.The findings suggest that three methodological moderators (sample type, gender dominance, and publication type), and one contextual moderator (level of country's technology advancement) lead to inconsistencies in the relationships between study constructs. Academically, this review synthesizes the artificial intelligence literature and resolves inconsistencies in the literature and also adds constructs to both theory of reasoned action and the unified theory of acceptance and use of technology 2.

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“…Consumer demands and expectations shift continuously during this period. As a result, businesses have undertaken continuous market research, examined technical advancements, and made them consistent with the values demanded by consumers [27,28]. Market strategy 4.0 majorly emphasizes personalization of services and products on the basis of big data analysis.…”

Section: Overview Of Marketing Strategies 40mentioning

confidence: 99%

Marketing Strategies 4.0: Recent Trends and Technologies in Marketing

Kaur

Gehlot

Priyadarshi³

et al. 2022

Sustainability

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Industry 4.0 technologies have transformed the traditional methods of various study areas, using digitalization to fulfill sustainability and introduce innovative infrastructure. In the present era, every organization requires a distinct marketing strategy in order to meet customer and market demands in the form of products and services. Customer satisfaction, customer retention, customer behavior, customer profiling, and rewards systems are key parameters in the effective implementation of an organization’s marketing strategy for achieving better productivity. There are limited studies that have focused on discussing all the Industry 4.0 enabling technologies used in marketing for transforming the digital and intelligent ecosystem. Based on the analyses, this study identified the applications of the Industry 4.0 enabling technologies for market strategies, such as strategic information for customer satisfaction of the target customer; development of digital infrastructure for receiving real-time feedback on products and services; forecasting customer behavior to develop personalized messages or services; using business analytics to strengthen the quality of a product or service; developing effective simulations to monitor, test, and plan product improvements, based on consumer and market demand. Finally, a framework is recommended, and the vital recommendations for future adoption while maintaining sustainability are discussed.

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Effects of Technological Innovations on Consumer Behavior: Marketing 4.0 Perspective

Cited by 9 publications

References 0 publications

Impact of social comparison and peer pressure on iphone consumer happiness and innovativeness

Impact of social comparison and peer pressure on iphone consumer happiness and innovativeness

Artificial intelligence in marketing: A meta‐analytic review

Marketing Strategies 4.0: Recent Trends and Technologies in Marketing

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