Half Title Page
The Impact of Digitalization on Current Marketing Strategies
Series Title Page
Marketing & Technology: New Horizons and Challenges
Series Editor: Luis Matosas-López
The MTNHC series aims to provide multidisciplinary references for researchers, instructors, and professionals interested in the most up-to-date research on the challenges connected with the expanding ground of digitalization and marketing.
Title Page
The Impact of Digitalization on Current Marketing Strategies
Edited by
Luis Matosas-López
Rey Juan Carlos University, Spain
United Kingdom – North America – Japan – India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL
First edition 2024
Editorial matter and selection © 2024 Luis Matosas-López.
Individual chapters © 2024 The Authors.
Published under exclusive licence by Emerald Publishing Limited.
Reprints and permissions service
Contact: www.copyright.com
No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters' suitability and application and disclaims any warranties, express or implied, to their use.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-83753-687-0 (Print)
ISBN: 978-1-83753-686-3 (Online)
ISBN: 978-1-83753-688-7 (Epub)
List of Figures and Tables
| Chapter 2 | ||
| Figure 2.1. | The process of Triggering Sensorial Experiences in Online Touchpoints. | 30 |
| Chapter 5 | ||
| Figure 5.1. | The Impact of Digitalization and Technology in Price Management. | 83 |
| Chapter 6 | ||
| Figure 6.1. | The Service Robot Innovation Canvas. | 105 |
| Chapter 10 | ||
| Figure 10.1. | SPAR-4-SLR Diagram of the Study. | 168 |
| Figure 10.2. | Artificial Intelligence Service Ecosystem Macrovalue Enablement Framework. | 173 |
| Chapter 11 | ||
| Figure 11.1. | Corporate Digital Responsibility Life Cycles of Technology and Data. | 186 |
| Figure 11.2. | The Digital Service Ecosystem Model. | 186 |
| Figure 11.3. | A Service Firm's Corporate Digital Responsibility (CDR) Calculus. | 188 |
| Figure 11.4. | Factors Shaping Corporate Digital Responsibility (CDR) in Service Firms. | 189 |
| Chapter 13 | ||
| Figure 13.1. | Consumer Behavior Evolution Regarding Channels since Internet Development. | 214 |
| Figure 13.2. | The Continuum of Channel Mix. | 215 |
| Chapter 2 | ||
| Table 2.1. | Challenges in Triggering Sensorial Experiences in Online Touchpoints. | 24 |
| Table 2.2. | Routes to Triggering Sensorial Experiences in Online Environments. | 29 |
| Table 2.3. | Checklist for Organizations: How to Trigger Sensorial Experiences Online. | 32 |
| Chapter 4 | ||
| Table 4.1. | Consumer Behavior Models and Customer Journeys. | 59 |
| Chapter 5 | ||
| Table 5.1. | Executive Summary of Implications for Price Management. | 89 |
| Chapter 6 | ||
| Table 6.1. | Key Differences Between Academic and Gray Literature. | 99 |
| Table 6.2. | Future Research Directions. | 108 |
| Chapter 8 | ||
| Table 8.1. | ARIMA Model Fit Statistics. | 139 |
| Table 8.2. | ARIMA Model Parameters. | 139 |
| Chapter 9 | ||
| Table 9.1. | Ethical Reference Framework Adapted to a Privacy Audit. | 157 |
| Chapter 10 | ||
| Table 10.1. | Research Focus. | 170 |
| Table 10.2. | Type of Industries. | 171 |
| Table 10.3. | Research Methodologies and Approaches. | 172 |
| Chapter 13 | ||
| Table 13.1. | Identified Differences Between Multi-, Cross-, and Omnichannel Concepts. | 215 |
List of Abbreviations
- AI
Artificial Intelligence
- AIaaS
Artificial Intelligence-As-A-Service
- ALICE
Artificial Linguistic Internet Computer Entity
- API
Application Programming Interface
- AR
Augmented Reality
- ARIMA
Autoregressive Integrated Moving Average
- B2B
Business to Business
- CAI
Conversational Artificial Intelligence
- CDR
Corporate Digital Responsibility
- CEO
Chief Executive Office
- CRMs
Customer Relationship Management
- CSR
Corporate Social Responsibility
- CX
Customer Experience
- DL
Deep Learning
- ECT
Expectation Confirmation Theory
- EDI
Electronic Data Interchange
- GANs
Generative Adversarial Networks
- GDP
Gross Domestic Product
- GDPR
General Data Protection Regulation
- ICTs
Information and Communication Technologies
- IFC
International Finance Corporation
- IMF
International Monetary Fund
- IoS
Internet of Senses
- IoT
Internet of Things
- ITs
Information Technologies
- KPIs
Key Performance Indicators
- LLMs
Large Language Models
- Martech
Marketing Technology
- ML
Machine Learning
- NLP
Natural Language Processing
- NLU
Natural Language Understanding
- PDA
Personal Digital Assistant
- PMT
Protection Motivation Theory
- R&D
Research and Development
- RMSD
Root Mean Square Deviation
- ROI
Revenue on Investment
- SalesTech
Sales Technology
- SD
Standard Deviation
- SDGs
Sustainable Development Goals
- SLR
Systematic Literature Review
- SMEs
Small Medium Size Enterprises
- TAM
Technology Acceptance Model
- TC
Theoretical Construct
- TPB
Theory of Planned Behavior
- TRA
Theory of Reasoned Action
- UN
United Nations
- VR
Virtual Reality
- ZMO
Zero Moment of Truth
List of Contributors
| Aman Abid | Lahore University of Management Sciences, Pakistan |
| Larissa Becker | CERS – Centre for Relationship Marketing and Service Management, Department of Marketing, Hanken School of Economics, Finland |
| Marc Becker | Maastricht University, The Netherlands |
| Mousumi Bose | Fairfield University, USA |
| Beatriz Casais | University of Minho, School of Economics and Management, Portugal; CICS.NOVA.UMinho, Portugal |
| Julien Cloarec | iaelyon School of Management, University Jean Moulin Lyon 3, France; Magellan, France |
| Ângela Cunha | University of Minho, School of Economics and Management, Portugal |
| Alex Deslée | IAE Lille University School of Management, University of Lille, France; LUMEN, France |
| Kathleen Desveaud | Kedge Business School, France |
| Anett Erdmann | ESIC University, Spain |
| Nicole Hartley | University of Queensland, Australia |
| Werner Kunz | University of Massachusetts Boston, USA |
| Dominik Mahr | Maastricht University, The Netherlands |
| Luis Matosas-López | Rey Juan Carlos University, Spain |
| Gaby Odekerken-Schröder | Maastricht University, The Netherlands |
| Giulia Pavone | Kedge Business School, France |
| Chelsea Phillips | Maastricht University, The Netherlands |
| Paulo Botelho Pires | CEOS.PP, Portugal |
| Kunjan Rajguru | Institute of Management, Nirma University, India |
| Eduardo Rech | Instituto Federal do Rio Grande do Sul, Brazil |
| Paula Rodríguez-Torrico | Universidad de Burgos, Spain |
| Sanjit K. Roy | The University of Western Australia, Australia |
| Rebeca San José Cabezudo | Universidad de Valladolid, Spain |
| Sonia San-Martín | Universidad de Burgos, Spain |
| José Duarte Santos | CEOS.PP/ISCAP/Polytechnic of Porto, Portugal |
| James Tarbit | University of Queensland, Australia |
| Jochen Wirtz | National University Singapore, Singapore |
| Lilly Ye | Frostburg State University, USA |
| Yiming Zhuang | Frostburg State University, USA |
Preface
In the ever-evolving business landscape, a profound transformation has swept across industries, reshaping the way organizations connect with their audiences and redefining their presence in the market. This transformation, driven by digitalization, has ushered in an era of change and opportunity. In the pages of The Impact of Digitalization on Current Marketing Strategies you will discover what many of these changes have been and what opportunities they present.
In this era of technological progression, the business scene has shifted radically. As we find ourselves immersed in this digital wave with intricate threads of data, connectivity, and innovation, it is imperative to understand the profound impact of this digitalization on the realm of marketing strategies.
Digitalization, in its broadest sense, has contributed to the rise of electronic transactions over the internet, the creation of new business models, and even the construction of a new paradigm of customer experience. In fact, according to many experts, digitalization has been the most transformative force in marketing ever. It has changed consumption habits, consumer behavior, and buying processes. But it has also changed marketing strategies, offering a wide range of mechanisms that allow companies of all types and sizes to improve their commercial actions.
The impact of digitalization on marketing strategies is a dynamic and changing field of study, and The Impact of Digitalization on Current Marketing Strategies provides a comprehensive exploration of this epic paradigm shift. This book is a guiding compass for researchers and practitioners interested in the latest challenges associated with the expanding frontiers of digitalization and marketing, as well as for anyone curious about the interplay between these two disciplines. But this title not only acknowledges the complexity and importance of bridging the disciplines of digitalization and marketing, but also satisfies the reader's need to approach this topic from a strategical perspective.
The 13 chapters in this book reflect the experiences of 29 authors from 18 universities in 12 different countries and cover a wide range of topics. These topics include the rise of social media as a marketing tool, customization of the online user experience, online store selection determinants, pricing strategies in the digitalization era, privacy and ethical considerations in the digital setting, the use of CRM solutions for customer-centric strategies, the importance of corporate digital responsibility, the role of social media influencers during a brand crisis, the use of AI and chatbots to interact with customers, or the importance of omnichannel marketing strategies today.
Nevertheless, at the core of our exploration is a fundamental question. As digitalization increases, successful marketing strategies depend on our ability to adapt, innovate, and anticipate. Thus, The Impact of Digitalization on Current Marketing Strategies is more than just a compilation of insights; this book invites readers to embrace the limitless horizons of digital possibilities and guides them to navigate the intricate maze of marketing strategies with intelligence.
As you embark on this journey, prepare to witness the fusion of technology and marketing. Let the pages of this book illuminate the corners of your own course in the seas of modern marketing, pushing boundaries, shifting perspectives, and revealing the profound impact of digitalization on marketing strategies.
Luis Matosas-López
Rey Juan Carlos University
Acknowledgments
I wish to express my sincere gratitude for the support and encouragement of my family members and friends. I am deeply indebted to the editorial team at Emerald for their patience, constant encouragement, and invaluable assistance, throughout the process. I would like to thank all the contributing authors for making this book possible. Finally, I also want to thank the reviewers who invested their valuable time in improving the submissions and the overall quality of the book.
Luis Matosas-López
Rey Juan Carlos University
