Exploring the role of instant messengers in IOT (internet of things): a study of their impact on consumer behaviour in digital marketing

Abstract

Aim: This study approaches the Internet of Things from the perspective of digital marketing, which is becoming essential and increasingly competitive for businesses when it comes to marketing Data Sources: The study exercised primary and secondary data to attain the framed objectives of the study. The primary data is obtained from Singapore. Sampling: The study was conducted to know the effectiveness of instant messengers on consumer behaviour as a digital marketing channel and with 52 respondents as a sample from Singapore. Findings: The study has found that the perception of the effectiveness of instant messaging as a marketing channel could be better as compared to the other digital marketing channel & finally concluded that millennials were more responsive towards instant messenger as a digital channel compared to non-millennials. Implications: The study outcomes, that instant messengers as a marketing channel should be more utilized and could still be an avenue for marketers to differentiate themselves from competitors, it is showing that millennials were more responsive than non-millennials. The product and price factors are the critical differentiator between targeting millennials and non-millennials. Millennials tend to rank product quality higher than price, whereas non-millennials are more price-conscious