Effect of using Internet of Things for personalized advertisements on consumer buying behaviour

Abstract

Personalized advertisements using IoT technology is a very new and unexplored field of study in business marketing discipline specifically with Indian consumers perspective. The paper aims to find out the attitude of Indian consumers in the NCR towards personalized advertisements using IoT products namely Smart phones, Smart watches and Smart TV. Majorly on the parameters of appropriateness, utility, data collection, awareness of the process to enable personalized advertising and ultimately buying of the product. Reviewing this literature in the specific field has brought light to the gaps in the study which will in future contribute in the applications of more secured marketing communications using IoT enabled products in terms of Indian context.

Subject Classification:

• 90B60 Marketing
• Advertising
• 91B42 Consumer behavior
• Demand theory

Keywords:

• IoT
• Personalized advertisement
• Consumer behaviour
• Data privacy
• Cyber security