Please use this identifier to cite or link to this item: http://ir.lib.seu.ac.lk/handle/123456789/6698
Full metadata record
DC FieldValueLanguage
dc.contributor.authorRangaswamy, Easwaramoorthy-
dc.contributor.authorLim Mei Ling, Stephanie-
dc.contributor.authorNawaz, Nishad-
dc.contributor.authorVelleringatt Joy, Gemini-
dc.date.accessioned2023-05-11T05:37:33Z-
dc.date.available2023-05-11T05:37:33Z-
dc.date.issued2023-03-07-
dc.identifier.citation11th 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.en_US
dc.identifier.isbn978-955-627-280-2-
dc.identifier.isbn978-955-627-280-9 (E Copy)-
dc.identifier.urihttp://ir.lib.seu.ac.lk/handle/123456789/6698-
dc.description.abstractAim: 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-consciousen_US
dc.language.isoen_USen_US
dc.publisherFaculty of Management and Commerce, South Eastern University of Sri Lanka, University Park, Oluvil # 32360. Sri Lanka.en_US
dc.subjectDigital Marketingen_US
dc.subjectConsumer Behaviouren_US
dc.subjectInstant Messagingen_US
dc.subjectSocial Mediaen_US
dc.titleExploring the role of instant messengers in IOT (internet of things): a study of their impact on consumer behaviour in digital marketingen_US
dc.typeArticleen_US
Appears in Collections:11th Annual International Research Conference - 2023

Files in This Item:
File Description SizeFormat 
11th AIRC 2022_Book of Abstracts.docx - Page 57.pdf103.28 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.