Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

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Influence of Technological Innovation in Marketing on Consumer Behaviour

Authors
S. Dinesh Kumar1, *, K. Soundarapandiyan2, S. Meera3
1Department of Management Studies, Sri Sairam Engineering College, Chennai, Tamil Nadu, India
2Dept. Of Commerce, B.S.Abdur Rahman Crescent Institute of Science & Technology, Chennai, Tamil Nadu, India
3Department of Computer Science and Engineering, Sri Sairam Engineering College, Chennai, Tamil Nadu, India
*Corresponding author. Email: dhineselvaraj@gmail.com
Corresponding Author
S. Dinesh Kumar
Available Online 3 June 2024.
DOI
10.2991/978-94-6463-433-4_9How to use a DOI?
Keywords
Marketing; Consumer Behaviour; Data Analysis
Abstract

With the advancement of information and communication technology in the modern day, there has been a considerable shift in the use of technology in marketing. Technological innovation has fundamentally altered business marketing techniques and had a big impact on consumer behaviour. This study looks into the relationship between technical innovation in marketing and how it affects customer behaviour in order to provide insightful information for marketers and business researchers. A qualitative literature review from 2001 to 2023 with an emphasis on a thorough comprehension of the subject of technology innovation in marketing is the methodology employed. Finding, assessing, and compiling relevant scientific material published in a range of journals, conference proceedings, and other accessible scholarly sources is the main objective of this approach. The results of the study have highlighted how much technology is influencing changing consumer behaviour and the marketing environment. These changes have a significant effect on how companies interact with clients, create value, and maintain their competitiveness in the quickly evolving digital landscape.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
3 June 2024
ISBN
978-94-6463-433-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-433-4_9How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - S. Dinesh Kumar
AU  - K. Soundarapandiyan
AU  - S. Meera
PY  - 2024
DA  - 2024/06/03
TI  - Influence of Technological Innovation in Marketing on Consumer Behaviour
BT  - Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)
PB  - Atlantis Press
SP  - 109
EP  - 122
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-433-4_9
DO  - 10.2991/978-94-6463-433-4_9
ID  - Kumar2024
ER  -