Emerging Technologies in Marketing

Transformative Consumer Experiences
Erscheinungsjahr 2027
ISBN: 978-981-9256-00-6
Verlag: Springer

Buch, Englisch, 331 Seiten, Format (B × H): 155 mm x 235 mm

This book explores how emerging technologies such as Generative AI, immersive experiences (VR/AR/MR), service robots, and the Internet of Things (IoT) are transforming consumer experiences and redefining marketing strategies. It examines how these innovations enable hyper-personalization, seamless engagement, and dynamic interactions, using real-world examples such as Apple Vision Pro, Netflix, and IKEA’s AR app. Beyond innovation, the book critically addresses the ethical, legal, and societal challenges these technologies present, from algorithmic bias and misinformation to sustainability and consumer trust. It provides actionable strategies to navigate these complexities while maximizing the benefits of smart technologies in marketing. Each chapter features case studies, interactive exercises, and thought-provoking questions, making it an engaging resource for both academic and professional audiences.Looking toward the future, the book explores emerging trends like emotion-sensing AI and neuromarketing, offering insights into how consumer experiences might evolve by 2035. Designed for academics, researchers, marketers, students, and policymakers, it blends theory with practical applications to provide a balanced and forward-thinking perspective. This book is an essential resource for anyone looking to understand and navigate the rapidly evolving landscape of marketing technology. With a balance of theoretical depth and real-world application, it offers valuable insights for academics, researchers, marketers, students, and policymakers seeking to harness emerging technologies while addressing their challenges.

Zielgruppe

Research

Autoren/Hrsg.

Nguyen, Mai

Zhang, Yunen

Fachgebiete

• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie

Inhaltsverzeichnis

Chapter 1.-The Smart Revolution  How Technology is Redefining Marketing Mai Nguyen & Yunen Zhang. Part 1.- Smart Technologies and the Evolution of Consumer Experiences. Chapter 2.-Generative AI GenAI Crafting Hyper Personalized Consumer Journeys Simon Dang & Bowen Yang. Chapter 3.- Metaverse and Immersive Technologies Redefining Consumer Engagement  Hao Yao & Yunen Zhang. Chapter 4.-Service Robots The Future of Consumer Interactions Yi Bu & Nhung Trinh. Chapter 5.-Internet of Things  IoT Creating Seamless Connected Consumer Experiences  Amir Abedini Koshksaray & Moji Barari. Chapter 6.-The Ecosystem of Emerging Technologies  A Unified Consumer Experience Yunen Zhang & Yanzhe Yuan. Case Study.-The Fully Integrated Smart Retail ExperienceImagine a futuristic shopping journey where all these technologies work together: Discovery.-A Generative AI assistant curates a personalized shopping experience based on your past behaviours and current needs.Visualization.- You use an AR app to preview how furniture would look in your home before making a decision.In-Store Experience.- At a physical retail store a service robot greets you and directs you to your preferred items. Seamless Checkout.- An IoT-powered smart payment system automatically processes your purchase as you leave the store. Post-Purchase Personalization.- Your AI assistant suggests product care tips, complementary purchases, and delivery tracking updates. Part 2.- The Challenges and Opportunities of Consumer-Centric Smart Technologies. Chapter 6.- Ethical Considerations  Building Trust in AI-Driven Consumer Experiences Haroon Iqbal Maseeh & Anita Love. Chapter 7.- Sustainability and Green Marketing  Aligning Smart Tech with Consumer Values Md. Abdul Alim & Rudra Ray. Chapter 8.- Copyright and Intellectual Property  Protecting Creativity in the Age of AI Alieena Mathew & Mehak Rehman. Chapter 9.-The Dark Side of Smart Tech  Misinformation and Consumer Vulnerability Jessica Booth & Xiaolan Xia. Chapter 10.-The Human Touch Balancing Automation with Empathy in Consumer Experiences Edison Jiang & Vanessa Hunter. Chapter 11.- The Future of Consumer Experiences: Trends and Predictions  Jay Naidu & Laphatrada Marom. Chapter 12.- Conclusion The Path Forward for Marketers and Consumers Mai Nguyen & Yunen Zhang.

Über Autor(innen)

Dr Mai Nguyen - Mai Nguyen is a Senior Lecturer in Marketing and Co-Director of the Insight Lab at Griffith Business School, Griffith University. She also holds an honorary research fellow at The University of Queensland - Australia and Hanoi University of Industry - Vietnam.
Mai is an accomplished author and academic whose work lies at the intersection of innovative marketing technologies and exceptional customer experiences. With numerous book chapters exploring these areas, she has established herself as a leading voice in digital marketing and consumer engagement. Her influential publications have set industry benchmarks, providing readers with fresh perspectives on how emerging tools, from AI to immersive technologies, are reshaping the marketing landscape.
In addition to her extensive writing, Mai serves as the Section Editor of the Strategic Business Research journal, the Associate Editor of the Knowledge Management Research and Practice and Journal of Internet Commerce journals, further solidifying her expertise and commitment to advancing knowledge in the field. Drawing on a robust academic background, she has enriched classrooms and research initiatives at renowned institutions, significantly contributing to the fields of digital marketing and consumer behavior.

Dr Yunen Zhang - Yunen Zhang is a dedicated researcher and academic specializing in the intersection of emerging technologies and consumer behaviour. With a keen focus on cutting-edge fields such as Generative AI (GenAI), immersive technology, and consumer neuroscience. Yunen’s research explores how these advanced technologies shape marketing strategies and consumer decision-making processes. His work has been published in high-impact journals, including the Journal of Retailing, European Journal of Marketing, and International Journal of Information Management, further solidifying his expertise and contributions to the field.
In addition to his research, Yunen has made significant contributions to the development of courses in marketing technology. He has taught courses such as Digital Marketing and AI, Marketing Research & Intelligence, and Advertising and Integrated Marketing Communications. Yunen’s teaching philosophy is centred on bridging theory with practical applications, ensuring that students not only understand key marketing concepts but also gain the necessary skills to thrive in a rapidly changing technological landscape. His goal is to prepare the next generation of marketers to effectively leverage emerging technologies in the ever-evolving marketplace.