Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products

Today's consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also objects. Technology (particularly mobile devices) enables such connections, and facilitates many...

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Bibliographic Details
Published in:Journal of interactive marketing 2017-11, Vol.40 (1), p.1-8
Main Authors: Verhoef, Peter C., Stephen, Andrew T., Kannan, P.K., Luo, Xueming, Abhishek, Vibhanshu, Andrews, Michelle, Bart, Yakov, Datta, Hannes, Fong, Nathan, Hoffman, Donna L., Hu, Mandy Mantian, Novak, Tom, Rand, William, Zhang, Yuchi
Format: Article
Language:English
Subjects:
Big data
Internet of Things
Mobile marketing
Omnichannel
Social networks
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Summary:Today's consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also objects. Technology (particularly mobile devices) enables such connections, and facilitates many kinds of interactions in these networks—from transactions, to social information sharing, to people interfacing with connected devices (e.g., wearable technology). We introduce the POP-framework, discuss how People, Objects and the Physical world inter-connect with each other and how it results in an increasing amount of connected data, and briefly summarize existing knowledge on these inter-connections. We also provide an agenda for future research focused on examining potential impact of IoT and smart products on consumer behavior and firm strategies. •We discuss how mobile and smart products will create new opportunities for firms.•We introduce the POP Framework.•We end with a list of important research questions.
ISSN:1094-9968
1520-6653
DOI:10.1016/j.intmar.2017.06.001