The impact of the internet of things on marketing proceedings

• Autor(a) principal: Pereira, Leonor Xavier Carola Carvalho
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/30601
• topic: Internet das coisas -- Internet of things; Marketing and IoT and customer experience; Marketing e IoT e experiência do cliente

Artificial Intelligence is emerging as a key player in several domains, forcing all organizations and structures to adapt and improve their performance (Vardarlıer & Zafer, 2020: 355). This study aims to assess how the integration of the Internet of Things into interactions between consumers and products/services affects satisfaction, loyalty, the customer journey, expectations of convenience and efficiency, as well as the personalization of marketing messages. To this end, this study answers three research questions. The first relates to the impact of the integration of the IoT on consumer satisfaction and subsequent brand loyalty, the second relates to the influence of the IoT on each stage of the customer journey and the third relates to the influence of the IoT on consumer expectations regarding convenience and efficiency in the stages of purchasing and using products, and what are the main changes in consumer perceptions and demands related to the IoT. In order to obtain relevant conclusions, a literature review was conducted on all the topics, as well as a statistical analysis of an online questionnaire. The results obtained show that IoT should indeed be integrated into the relationship between the consumer and the product/service, and that there has been a significant increase in consumer willingness to use this technology over the years. On this basis, conclusions are drawn that confirm the high value of IoT in the purchasing journey, as well as confirming that companies should invest in marketing processes related to IoT.