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Influence of Technological Innovation in Marketing on Consumer Behaviour

In: Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024)

Author

Listed:
  • S. Dinesh Kumar

    (Sri Sairam Engineering College, Department of Management Studies)

  • K. Soundarapandiyan

    (B.S.Abdur Rahman Crescent Institute of Science & Technology, Dept. Of Commerce)

  • S. Meera

    (Sri Sairam Engineering College, Department of Computer Science and Engineering)

Abstract

With the advancement of information and communication technology in the modern day, there has been a considerable shift in the use of technology in marketing. Technological innovation has fundamentally altered business marketing techniques and had a big impact on consumer behaviour. This study looks into the relationship between technical innovation in marketing and how it affects customer behaviour in order to provide insightful information for marketers and business researchers. A qualitative literature review from 2001 to 2023 with an emphasis on a thorough comprehension of the subject of technology innovation in marketing is the methodology employed. Finding, assessing, and compiling relevant scientific material published in a range of journals, conference proceedings, and other accessible scholarly sources is the main objective of this approach. The results of the study have highlighted how much technology is influencing changing consumer behaviour and the marketing environment. These changes have a significant effect on how companies interact with clients, create value, and maintain their competitiveness in the quickly evolving digital landscape.

Suggested Citation

  • S. Dinesh Kumar & K. Soundarapandiyan & S. Meera, 2024. "Influence of Technological Innovation in Marketing on Consumer Behaviour," Advances in Economics, Business and Management Research, in: N. V. Suresh & P. S. Buvaneswari (ed.), Proceedings of the International Conference on Digital Transformation in Business: Navigating the New Frontiers Beyond Boundaries (DTBNNF 2024), pages 109-122, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-433-4_9
    DOI: 10.2991/978-94-6463-433-4_9
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