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Marketing transformation under the pressure of the new technologies and emotions impact on decision making

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  • PURCAREA, Ioan Matei

Abstract

Improving marketers’ contribution to organizational adaptation and resilience involves a better approach of the unified customer view and of the digital customer experience. While facing uncertainty there is a clear need to optimize the technology stack and its utilization with regard to the data collection, integration and analysis. In the same time, marketers are under pressure of better understanding the emotions of the anxious consumer within the current evolution of COVID-19 pandemic, because consumers’ anxiety can cause strong emotions. There is no doubt that marketers must be truly connected to what the today’s anxious and more cautious consumer values within the context of the evolution of COVID-19 pandemic, without neglecting both the deeply inter-relation between gradients of emotion, and the clusters of emotions, taking into account the broader influence of emotions, especially as motivation to reduce uncertainty, on dynamic decision-making process.

Suggested Citation

  • PURCAREA, Ioan Matei, 2020. "Marketing transformation under the pressure of the new technologies and emotions impact on decision making," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 10(4), pages 13-22, December.
    • Handle: RePEc:hmm:journl:v:10:y:2020:i:4:p:13-22
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    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v10i4/3.pdf
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    Cited by:

    1. PURCAREA, Ioan Matei, 2021. "Digital Marketing and Ecommerce in the Digital Neo-Economy, Discovering by Learning in the New Era of Innovation, and Re-engaging the Marketing Team," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 11(2), pages 16-31, August.

    More about this item

    Keywords

    Marketing transformation; Unified customer view; Digital customer experience; Technology stack; Emotions and Consumer Behaviour;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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