Bridging Bytes and Behaviors: Human-Centric Research in Emerging Digital Economies

Nicos Rossides ()
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Nicos Rossides: The European University of Cyprus (& Minjiang University)

A chapter in Empowering Digital Transformation, 2025, pp 54-73 from Springer

Abstract: Abstract This chapter explores how international marketing research (IMR) is evolving in emerging digital economies—focusing on the Gulf States, China, and India—to balance technological innovation with a deep understanding of cultural and human dimensions. Drawing upon the Resource-Based View, Contingency Theory, and the Technology Acceptance Model, the analysis explains why market-specific research methods must adapt to local conditions. Through case studies and in-depth interviews with 15 industry professionals, the chapter demonstrates how AI-driven analytics, voice-based surveys, hybrid approaches, and integrated digital ecosystems can unlock unparalleled insights into rapidly transforming consumer behaviors. Each case reveals that while cutting-edge data tools extend research reach and granularity, cultural context, privacy considerations, and ethical safeguards are paramount. The chapter ultimately presents a forward-looking framework for IMR that synthesizes big data and human insight—offering researchers, practitioners, and global brands a roadmap for navigating complex, fast-changing markets without losing sight of the people whose decisions and motivations underpin all marketing research.

Keywords: International marketing research; Emerging digital economies; Cultural context; AI-driven analytics; Resource-Based View; Contingency Theory; Technology Acceptance Model; Ethical considerations (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-96930-0_4

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DOI: 10.1007/978-3-031-96930-0_4

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