Consumer Interaction Research Articles

An Empirical Investigation of Manufacturers’ Operations Innovations in New Product Development Enabled by E-Commerce Platforms

E-commerce platforms are playing an increasingly important role in influencing manufacturers’ supply chain and product decisions. An emerging supply chain innovation, known as the platform-based consumer-to-manufacturer (PC2M) model, has been initiated by several large e-commerce platforms based on established digital links between consumers and manufacturers. These links enable consumer inputs into manufacturers’ operations, indirectly by capturing consumer preferences from platform-accumulated big data and directly by enabling consumer interaction with manufacturers through the e-commerce platform. Although manufacturers are increasingly integrating PC2M into new product development (NPD), there is little research on operations innovations in connection with the PC2M model and its impact on manufacturers’ new product success. To fill this research gap, we investigate the PC2M model of JD.com, a leading e-commerce platform in China that launched the PC2M model in 2018. We first identify two uses of PC2M by manufacturers to facilitate product development—platform-enabled big data analytics (PBA) and platform-enabled simulated product trials (PST)—and explore how PC2M enables operations innovations in NPD. Next, drawing on the knowledge-based view, we develop research hypotheses and empirically examine whether PC2M adoption improves new product performance using a large-scale, transactional dataset from JD.com. Through a series of carefully executed analyses, our study consistently finds that use of either PBA or PST in manufacturers’ NPD processes improves new product performance. We also explore how these effects vary across product types and markets with varying new product introduction rates. The findings offer important managerial insights for improving new product success in today's data-rich environment.

Pemanfaatan Media Sosial Instagram Dalam Membangun Brand Image Pada Klub Internal Persebaya Amatir

This research provides in-depth insight into optimizing the use of Instagram as an effective branding tool, with an emphasis on high-quality visual content to maintain brand consistency that is able to stimulate more active consumer interaction. As a football club, Persebaya Amateur feels the need to expand its reach and interaction with its audience, especially through social media as the main communication channel. The main focus of this research is on the Instagram platform, which is the main media used by the club. To obtain accurate data and information, careful research methods are used. The findings from this research can provide a deeper insight into the club, especially within the internal scope of Persebaya Amateur, to understand consumer behavior on social media and design branding strategies that are more targeted. This strategy involves consistent branding activities, focuses on the club's identity values, and can increase audience interaction and engagement. Practically, the results of this research can guide amateur football clubs and similar organizations in designing more effective branding strategies through social media, with the aim of increasing audience interaction and involvement, as well as strengthening the club's identity and image.

RETRACTED ARTICLE: From storefront to screen: an in-depth analysis of the dynamics of online for offline retailing

Within the rapidly changing online sphere, the significance of online for offline (O4O) commerce platforms in directing consumer choices is evident. The purpose of this research is to examine the factors that influence consumer shopping motives within the context of O4O commerce. The value of this study lies in its enhancement of our understanding of how various factors within the O4O model impact consumer decision-making processes. This offers significant insights for businesses and marketers, enabling them to strategize more effectively for customer engagement and retention. The study analyzed a dataset of 272 consumers who were familiar with O4O platforms, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology, specifically conducted through the SmartPLS software program. The results revealed that effort expectancy has a connection with continuance intention but remains unrelated to shopping intention. In contrast, performance expectancy was influential in both continuance and shopping intentions. Social influence showed a strong relationship with continuance intention, yet lacked significance with shopping intention. Facilitating conditions primarily directed continuance intention, without influencing shopping intention. The study also validated the relationship between continuance intention and shopping intention, highlighting innovativeness as a key moderator in the bond between social influence and continuance intention. These insights offer valuable perspectives for industry professionals, elucidating factors that drive consumer interactions on O4O commerce platforms.

Event marketing as an effective tool for the advertising campaign of the social network "VKontakte"

The subject of this article is event marketing as a tool for the advertising campaign of the social network "VKontakte." It provides an analytical perspective on current trends in advertising and offers specific recommendations for the effective use of marketing tools in the evolving advertising environment. The main focus is on the importance of the social network's interaction with its audience through the organization and sponsorship of various events, as well as the optimization of feedback analysis and the effectiveness of advertising campaigns in the context of digital technologies and social media. The article proposes a theoretical and practical justification for the feasibility of conducting not only online events and activities (forums, discussions, educational courses) but also offline events (concerts in clubs and open venues), as well as organizing events in collaboration with cultural and educational centers in the country. An example of the advertising campaign of the social network "VKontakte" serves as illustrative material to confirm the effectiveness of the proposed approaches. The scientific relevance and novelty of this article are manifested in several key aspects. Firstly, the work considers event marketing as an innovative tool aimed at creating "viral messages" and improving the interaction of the promoted social network with its audience, opening new perspectives in brand promotion and consumer interaction. The second aspect is related to the reverse effect in this case - the influence of social networks on the effectiveness of event marketing. Given the complexity of the nature of social networks, as they simultaneously act as service providers to their users and media channels, the combination of these two functions in the activities of such market participants allows them to leverage many advantages associated with the complexity of their nature, which increases the importance of analyzing the theoretical foundations and possibilities of advertising campaigns.

Catalysts of Change: Assessing the Transformation Impact of Digital Wallets on Business

Digital wallets have emerged as game-changing technologies that are transforming the way businesses function and engage with their customers in today's quickly changing digital economy. Implications of digital wallets on corporate operations, customer interaction tactics, and business models. We look into the numerous ways that digital wallets support innovation, efficiency, and customer-centricity across a range of businesses. We want to provide a thorough understanding of how digital wallets are catalyzing change in the business and offer strategic insights for organizations looking to harness their revolutionary potential by looking at real-life case studies, obstacles, and possibilities. The necessity for businesses to adapt, integrate, and maximize digital wallet technology as they traverse the fluid environment of contemporary commerce is underlined by this study. Examine how digital wallets have a significant impact on how businesses operate. The UTAUT theory, which is well known for its potency in explaining the acceptance and usage of technology, offers a solid framework for examining the trans-formative implications of the adoption of digital wallets in the business setting. This paper evaluates the important factors that drive the adoption of digital wallets through an empirical analysis, including performance expectations, effort expectations, social influence, enabling environments, and their subsequent effects on business transformation. We seek to provide a thorough knowledge of how digital wallets serve as change agents in businesses, influencing their strategies, procedures, and consumer interactions by using the UTAUT framework. The conclusions drawn from this study will not only add to the body of knowledge on technology adoption but also provide useful advice for companies looking to strategically incorporate digital wallet technologies to traverse the rapidly changing world of digital commerce.

Exposure and Consequences of Soft Advertising: Consumer Recognition and Insights into Advertising Strategies

The research question of this paper explores the consequences of soft advertising as recognized by consumers through surveys and text analysis. This includes the limits of consumer tolerance towards soft advertising, as well as their attitudes towards the companies initiating soft advertising and the advertisers themselves. The paper mentions that while advertising agencies know that deploying soft advertising may infringe upon consumers' interests, resulting in negative feedback, the limits of consumer tolerance and their direct attitudes toward advertising companies and advertisers still need to be clarified. Therefore, the goal of this study is to fill this information gap to reduce marketing decision errors. The research design includes two research methods: surveys and text analysis. Surveys collect consumer opinions and attitudes, while text analysis delves deeper into text data, such as comments and feedback on social media. Combining these two methods allows a more comprehensive understanding of the relationship between soft advertising and consumers. Overall, the research findings emphasize the importance of soft advertising in consumer interaction and attitudes, particularly in the digital media environment. The study indicates that maintaining an appropriate balance in advertising and adopting innovative approaches is crucial for the advertising industry to avoid angering potential customers. This provides valuable guidance for advertising decision-makers to meet consumer expectations better and provide valuable advertising content.

Role of Artificial Intelligence in Marketing: A Paradigm Shift

"A Paradigm Shift" describes how AI is revolutionising marketing tactics. It represents a fundamental shift in the way that marketers view, interact with, and target customers. Better consumer interaction, more precise ad targeting, and more efficient decision-making are all made possible by AI's ability to provide data-driven insights, personalised experiences, predictive analytics, and automation in marketing efforts. This change signals a move towards AI-powered marketing methods that are more effective, accurate, and customised. The study explains the influence of Artificial intelligence in marketing and discusses how artificial intelligence causes remarkable growth and differences in marketing. The study also focuses on the future of artificial intelligence in marketing. AI's impact on marketing has already resulted in notable improvements in efficiency, customisation, and decision-making. Future developments in personalization, content production, and ethical issues are all promising applications of AI in marketing that will influence the field for years to come.

Entertainment Factor and Relatability’s Effect on Gen Z and Millennial’s Interaction in Medan Through Their Emotion

The fashion industry experiences rapid development in today’s era and intense competition to attract consumer interaction cannot be avoided. High consumer interaction can secure a high interest for a company and high interaction is needed to remain relevant and achieve desired targets. This study aims to determine and analyze the effect of entertainment factors and relatability in fashion brands’ social media marketing content on consumer interaction through personal emotion on Genz and Millennial in Medan. This research is quantitative and associative, with data collected from the documented study and a questionnaire. The population in this study were all online shopping consumers from age 18 to 35 who have one social media account on Facebook/X/Instagram/TikTok and live in Medan. The sampling method used in this study is non-probability convenience sampling, with 180 respondents taken from five areas in Medan. This study used path analysis to analyze the data. The results from this study show that the entertainment factor has a significant effect on personal emotion, both positive and negative, but no significant effect on consumer interaction. However, the entertainment factor indirectly affects consumer interaction through negative personal emotions, not positive ones. Relatability has a significant effect on positive emotion, which also has a direct significant effect on consumer interaction and a significant effect mediated through positive personal emotion, yet relatability does not influence the negative one, directly and indirectly. Personal emotions, both positive and negative, have a significant effect on consumer interaction.

Sustainable Electrification—Advances and Challenges in Electrical-Distribution Networks: A Review

This paper provides a thorough exploration of the evolution and contemporary trends in electrical-distribution networks, with a focus on smart grids in the context of Industry 4.0. Beginning with the traditional components of electrical grids, the study highlights the transition towards sustainable energy sources and the integration of renewables. Key trends include economic operation, the application of distributed energy resources, and the significance of photovoltaic solar energy. The paper unfolds in seven sections, examining smart-electrical-network architecture, sustainable technology progression, energy efficiency, carbon-emission-reduction challenges, future perspectives, and concluding insights. Each section delves into specific layers and aspects, such as data management, electrical infrastructure, automation, and consumer interaction. The intricate role of smart meters and their impact on energy management is explored, providing a comprehensive overview of the current state and future directions of electrical-distribution networks.

Navigating Human-Chatbot Interactions: An Investigation into Factors Influencing User Satisfaction and Engagement

With the increasing integration of chatbots in various customer service contexts, understanding factors that influence user interactions is of paramount importance. While chatbots bring several benefits, their efficacy largely depends on user satisfaction, loyalty, and perceived utility. This study explores the nuances of consumer interactions with chatbot services and identifies ways to enhance these interactions for successful goal achievement. Through a multiple qualitative method approach, involving reflections, interviews, and focus groups, conducted an exhaustive investigation of the consumer experiences with chatbot interactions. The study focused on elements such as anthropomorphism, communication styles, service scripts, consumer emotions, and privacy and trust concerns. Our findings highlight that the anthropomorphism and communication style of chatbots significantly affect user satisfaction. The perceived utility of chatbots was found to be a multifaceted construct that substantially influences consumer engagement. Furthermore, this study identified negative emotions and privacy concerns as key determinants of consumer-chatbot interactions. These findings necessitate meticulous attention in chatbot design and function. By using the affordance theory, this research offers insights into managing the complex dynamics of satisfaction and dissatisfaction factors within consumer-chatbot engagements, contributing crucially to the human-computer interaction literature.

How consumers' attitude towards chatbots affects their experience and behavioural intentions: The case of South Africa

The purpose of this study is to determine how consumers' attitudes towards chatbots affect their experiences and behavioural intentions. In the contemporary business environment, a lot of enterprises and outstanding brands have resorted to using modern technology in their business operations, such as chatbots, to offer 24-hour customer care. The quantitative research approach was adopted for this study with a correlational survey model to collect and analyse numerical data to ascertain how consumers' attitudes towards chatbots affect their experiences and behavioural intentions. The population of this study comprises customers of renowned brands in South Africa. The sample size was 211 consumers with at least five years’ experience of using chatbots in South Africa who were selected using a nonprobability convenience sampling method. The Statistical Package for Social Sciences (SPSS) and SmartPLS3 were used to analyse the data. The study's findings show a strong predictive correlation between customer contacts and behavioural intent towards chatbots and perceived usefulness, ease of use, enjoyment, and seeming risk. The significance of these aspects in influencing customer attitudes and behaviours while interacting with chatbot technologies is highlighted by these findings. Understanding and optimizing perceived usefulness, ease of use, fun, and apparent risk in chatbot design is crucial for shaping positive consumer interactions and influencing behavioral intent towards chatbots. Therefore, it is highly recommended that renowned brands and companies looking to optimise their chatbot systems endeavour to improve customer experiences and encourage long-term behavioural intentions among South African users.

The effects of social capital on cross-cultural eWOM communication in minority-mainstream consumer interactions on social media

PurposeSocial media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.Design/methodology/approachA structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.FindingsThe findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.Practical implicationsThe findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.Originality/valueThe present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

Where consumers control plant reproduction in coastal wetlands: The environmental stress model in plants' versus consumers' perspectives

Abstract Understanding where consumers control plant reproduction in a time of changing plant–consumer interactions with environmental change can inform conservation. A seminal hypothesis—the environmental stress model (the ESM)—posits that consumer control of plants varies predictably with environmental stress. The ESM has been tested often along gradients of an abiotic stressor, yielding highly mixed support, although plants and consumers are often differently affected by a stressor. Here, to provide a conciliation, we introduced and tested a new ESM—the ESM in plants' versus consumers' perspectives. In field exclusion experiments conducted at three marsh sites that varied broadly in plant productivity, crab abundance and salinity within a coastal landscape, we tested the new ESM in predicting the impact of crab herbivores on the sexual reproduction of Phragmites australis. We analysed how their impact varied with plant productivity and crab abundance—proxies for environmental stresses in plants' and consumers' perspectives, respectively. We found that environmental stresses in plants' and consumers' perspectives were uncoupled across this coastal landscape. Neither crab abundance nor crab grazing intensity was correlated with plant productivity. Plant productivity and crab abundance were inconsistently related to key abiotic stressors including soil salinity. Depending on site, crab herbivores substantially suppressed Phragmites sexual reproductive effort (by >90%, by regulating a series of population‐ and individual‐level reproductive processes) or had little effect. Where crab herbivores had stronger impacts was not predicted by plant productivity, but largely by crab abundance via a threshold model. Above an abundance threshold, crabs increasingly suppressed Phragmites sexual reproductive effort. Synthesis. Our study revealed that consumer control of plant reproduction may be highly variable, even within a coastal landscape and for the same species, and that consumer abundance, rather than plant productivity, was a key predictor of this variation. As plants and consumers become increasingly uncoupled in many ecosystems under environmental change, the newly introduced ESM in plants' versus consumers' perspectives may be more versatile than previously recognized to inform conservation actions.

Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context

Marketing strategies play a significant role in achieving an organization’s long-term goals and short-term objectives. In order to access and involve with target audience in a dynamic global environment, marketing strategies should be developed in modern competitive business world. Therefore, this research intends to clear the way to a review study about Marketing strategies implemented during COVID -19 pandemic in both global and Sri Lankan context. In fact, the importance of execution of proper marketing strategies as a driving force to gain competitive advantage during post COVID – 19 period in a dynamic business world primarily encouraged the researcher to conduct this study. As a result, investigation and critical review of previous and recent studies in line with the similar phenomena of research studies were conducted in order to absorb important details and findings. Through the review study, it was possible not only to have an understanding about marketing strategies implemented by different organizations under different industries in both Sri Lankan context and global context to combat COVID -19 pandemic to survive in the business but also it was possible to identify some challenges encountered by different organizations during COVID -19 pandemic. As a summary, it was evident through the derived conclusions of the review study that interaction of consumers with online shopping became frequent due to social distance and less movement with physical visit to shops and super markets during COVID -19 pandemic. Further to above, online shopping becomes a main preference by majority of consumers has created a challenging barrier for retailers to encourage people to visit their retail stores although unique elements of visual merchandising are a powerful marketing tool in attracting consumers in various industries. It can also be concluded through the study that consumers prefer to pay a higher price for luxury items or luxury goods associated with good brand reputation while previous studies also reveal that consumer ethnocentrism causes customers to overestimate locally produced items or goods compared to imported items or goods resulting in the rejection of foreign brands. When implementation of current marketing strategies of organizations under different industries both in Sri Lankan context and global context during post COVID – 19 period is considered, social media marketing strategy should be aligned by focusing on interacting more with customers by paying more attention to the aspects of creative content creation, correct targeting on influencers, localisation of brand based on location and proper data collection about consumer needs. Further visual merchandising strategy need to be integrated with online marketing and social media marketing of the organization by offering digitalized real time client experience on the website of the organization by utilising augmented reality concepts since consumers interact more with online shopping nowadays. When it comes to premium pricing strategy, it is vital for organizations to position the product or service in customers’ mind price as a quality indicator specially for products associated with an excellent brand reputation among customers to convey a message that high price indicates high quality. As per the derived conclusions, when consumer ethnocentrism is taken into consideration as a strategy, application of Indigenous Marketing is very useful to promote the requirement of manufacturing locally and buying locally to supplement ethnocentric ideals of citizens by making sure high-quality products and by reminding customers of the value of supporting domestic enterprises.

Harmonizing Engagement: The Impact of Music on Consumer Interaction in Social Media Marketing

This study investigates the influence of music in social media marketing on consumer engagement metrics, focusing on selected provinces in Northern Vietnam. Utilizing a mixedmethod approach combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA), the research examines how various musical elements impact engagement on social media platforms. Data collected from 460 participants through surveys and social media data extraction reveal that music presence, congruence, familiarity, and tempo significantly affect engagement metrics, including overall engagement, brand attitude, content sharing, and viewing duration. The study extends the Stimulus-Organism-Response model and Elaboration Likelihood Model to the context of music in social media marketing, offering novel insights into the complex interplay between auditory elements and consumer behavior in digital environments. The findings provide valuable theoretical contributions to the field of digital marketing and offer practical implications for social media marketers seeking to enhance consumer engagement through strategic use of music in content creation

Advancing Consumer Behavior: The Role of Artificial Intelligence Technologies and Knowledge Sharing

The increasing use of digital technologies has significantly reshaped marketing and consumer behavior (CB) as online communities and cutting-edge innovations such as artificial intelligence (AI) disrupt and advance consumer attitudes on specific products and services. As such, online communities that are supported by AI technologies creating new knowledge from consumer interactions through platforms like social media as consumers share experiences on specific products or services. Since AI is designed to “learn” and improve with data generated from digital technologies linked to consumer interactions, AI relies on consumer knowledge-sharing (KS) activities to replicate new knowledge for product and service improvement. However, given the knowledge gap in this area, this article applies the fsQCA technique to data generated from 291 participants to develop CB metaframework predicted on the concepts of AI, CB, and KS. Our results suggest that AI advances consumer attitudes and behaviors when knowledge is acquired while online communities promote curiosity and engage consumers to learn by sharing experiences about specific products or services. Furthermore, understanding the causality between AI, CB, and KS concepts offers critical decision-making insights to marketing experts across the industry.

ПРОДВИЖЕНИЕ ПРОДУКТОВ И УСЛУГ НА РЫНОК ДЕТСКИХ ТОВАРОВ С ИСПОЛЬЗОВАНИЕМ СОЦИАЛЬНЫХ СЕТЕЙ И АНИМАЦИОННОГО КОНТЕНТА

The article describes the place of social networks in promoting products and services for children; provides characteristics of the main consumer segments of the children’s goods market; The work highlights the features of consumer interaction with children’s video products presented on federal television channels and on social networks. The article presents the result of a comprehensive analysis of messages left by users of the social network “VKontakte”, with reference to Russian-made children’s animation projects shown in 2022. The text presents the results of an empirical study of the features of consumer interaction with children’s video products and highlights triggers for creating advertising content taking into account stories of the most popular animated video products.

The Evolution of E-Commerce: From Traditional E-Commerce to Live Streaming Sales

In recent years, the rapid development of internet technology and social media platforms has led to significant transformations in e-commerce. Live streaming sales have gradually become a crucial sales model. This paper systematically analyzes the evolution from traditional e-commerce to live streaming sales, exploring key factors of this emerging model and its impact on consumer behavior. Through case studies, this research reveals how live streaming enhances consumers' purchase intentions and brand loyalty through real-time interaction and emotional connection. The findings indicate that while live streaming demonstrates remarkable short-term sales effectiveness, it also faces market competition, product quality, and service issues. The paper also discusses future trends in live streaming, such as integrating augmented reality (AR) and virtual reality (VR) to create more immersive shopping experiences, and data analytics for personalized marketing. Strategic recommendations are proposed to help businesses excel in a competitive market, including enhancing real-time consumer interaction, maintaining product quality, and building strong brand trust. These insights aim to provide a comprehensive understanding of the dynamic landscape of e-commerce and the pivotal role of live streaming in shaping future consumer trends.

Traditional Cultural and Creative Product Design Methods Combining Digital Art Elements

Abstract As a mode of perpetuating and revitalizing traditional culture, cultural and creative products have garnered widespread affection and recognition from the public. In the context of evolving societal trends and advancements in science and technology, the digitization of traditional cultural and creative products has emerged as a prominent trend. This study undertakes the digital design of these products, primarily focusing on the innovative application of a style transfer algorithm to traditional motifs, supplemented by their visualization through digital platforms such as augmented reality (AR) and virtual reality (VR). Furthermore, it facilitates intelligent consumer interaction via gesture recognition algorithms, thereby enhancing user engagement and experience. During the implementation phase, this research conducts comparative analyses of style transfer and gesture recognition within digital cultural and creative products. It also employs the Kano questionnaire to categorize and analyze user needs effectively. Notably, while the recall rate of the style transfer algorithm documented in this study remains below 0.9, it consistently achieves high precision, significantly enhances feature extraction capabilities, and improves the quality of the style transfer effects produced. Moreover, the static gesture recognition algorithm achieves an impressive average recognition rate of 98.2%. The dynamic gesture recognition algorithm, meanwhile, maintains an average recognition rate of 94% with a processing time of 3.2 seconds, balancing the demands of real-time interaction and accuracy effectively. This study systematically analyzes the significance of each requirement element across six dimensions, classifying customer needs for digital cultural and creative products into four distinct categories. Additionally, it delineates a viable pathway for the integration of digital art elements into the design of artistic and innovative products, setting a foundation for future innovations in this field.

The Future of Marketing Analytics: Trends and Emerging Technologies

The study gives a summary of marketing analytics, its importance in modern companies, and the changing environment influenced by technological progress. It stresses the need to keep abreast of trends and approaches to improve organisational results. The literature review explores important elements of marketing analytics such as artificial intelligence, machine learning, predictive analytics, personalization, consumer segmentation, and the growing significance of augmented reality and virtual reality. It delves into how these technologies and approaches are changing marketing strategies. The discussion section analyses the consequences of new trends and technology in marketing analytics. The text delves into the impact of AI, machine learning, omni-channel analytics, predictive analytics, real-time analytics, voice and visual search, content personalisation, and ethical issues on the evolution of marketing tactics. The conclusion emphasises the importance of marketing analytics in comprehending client behaviour and fostering corporate growth. It stresses the need to keep abreast of developing trends and technology to be competitive in the changing marketing environment. This study provides future suggestions derived from the examination of present trends in marketing analytics. The recommendation includes adopting new technologies, customizing consumer interactions, using predictive analytics, investing in talent development, balancing data privacy with personalization, utilizing social media, and tracking ROI.