Prelims

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

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

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