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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 |
Files in This Item:
File | Description | Size | Format | |
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11th AIRC 2022_Book of Abstracts.docx - Page 57.pdf | 103.28 kB | Adobe PDF | View/Open |
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