Internet of Things: Effectiveness of Instant Messengers on Consumer Behaviour as a Digital Marketing Channel

Digital marketing has been evolving as technology has been changing. With the advent of the Internet of Things (IoT), digital marketing tools and approaches must be studied as organizations face intense competition. The research aims to study the impact of instant messengers that would result in behavioral changes in the consumer. Further, digital marketing channels’ effects are also analyzed. Reviews were done, and the research gap highlighted the need for the study. In the methodology context, realism was used as the research philosophy. Quantitative research with an online survey method was used to collect primary data. The sample size of the study is 54 respondents from Singapore. Results showed that digital marketing channels in the form of instant messengers need to be better used by entities to differentiate themselves in the market. The study also found that millennials are more responsive compared to non-Millennials. Therefore, it is imperative to customize the strategy for digital marketing channels. Similarly, those belonging to the millennial generation exhibit a greater propensity to prioritize attributes such as product quality or differentiation over price. The study indicated that the brand reputation of an organization is crucial irrespective of the channel options. This applies to both millennials and non-millennials, which is the novelty of the current study.