Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/6698
Title: Exploring the role of instant messengers in IOT (internet of things): a study of their impact on consumer behaviour in digital marketing
Authors: Rangaswamy, Easwaramoorthy
Lim Mei Ling, Stephanie
Nawaz, Nishad
Velleringatt Joy, Gemini
Keywords: Digital Marketing
Consumer Behaviour
Instant Messaging
Social Media
Issue Date: 7-Mar-2023
Publisher: Faculty of Management and Commerce, South Eastern University of Sri Lanka, University Park, Oluvil # 32360. Sri Lanka.
Citation: 11th Annual International Research Conference 2022 on “The Economic Calamity: Accost the Challenges and Resilience Through Business Innovation” on March 7th 2023. South Eastern University of Sri Lanka, University Park, Oluvil, Sri Lanka. pp. 30.
Abstract: Aim: This study approaches the Internet of Things from the perspective of digital marketing, which is becoming essential and increasingly competitive for businesses when it comes to marketing Data Sources: The study exercised primary and secondary data to attain the framed objectives of the study. The primary data is obtained from Singapore. Sampling: The study was conducted to know the effectiveness of instant messengers on consumer behaviour as a digital marketing channel and with 52 respondents as a sample from Singapore. Findings: The study has found that the perception of the effectiveness of instant messaging as a marketing channel could be better as compared to the other digital marketing channel & finally concluded that millennials were more responsive towards instant messenger as a digital channel compared to non-millennials. Implications: The study outcomes, that instant messengers as a marketing channel should be more utilized and could still be an avenue for marketers to differentiate themselves from competitors, it is showing that millennials were more responsive than non-millennials. The product and price factors are the critical differentiator between targeting millennials and non-millennials. Millennials tend to rank product quality higher than price, whereas non-millennials are more price-conscious
URI: http://ir.lib.seu.ac.lk/handle/123456789/6698
ISBN: 978-955-627-280-2
978-955-627-280-9 (E Copy)
Appears in Collections:11th Annual International Research Conference - 2023

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