Influence of new-age technologies on marketing: A research agenda

V. Kumar, Divya Ramachandran and Binay Kumar

Journal of Business Research, 2021, vol. 125, issue C, 864-877

Abstract: This study focuses on four key new-age technologies – the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain – and their respective roles in marketing. Specifically, the study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.

Keywords: Internet of things; Artificial intelligence; Machine learning; Blockchain; Marketing strategy; Customer relationship management (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:125:y:2021:i:c:p:864-877

DOI: 10.1016/j.jbusres.2020.01.007

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