IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-96930-0_4.html
   My bibliography  Save this book chapter

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

Author

Listed:
  • Nicos Rossides

    (The European University of Cyprus (& Minjiang University))

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.

Suggested Citation

  • Nicos Rossides, 2025. "Bridging Bytes and Behaviors: Human-Centric Research in Emerging Digital Economies," Springer Proceedings in Business and Economics,, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-96930-0_4
    DOI: 10.1007/978-3-031-96930-0_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-031-96930-0_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.