We just finished editing an issue of the GfK Marketing Intelligence Review on consumers and the IoT. This issue features accessible, relevant insights from top
The Internet of Things (IoT), comprised of billions of smart devices representing trillions of interactions, has the potential to generate entirely new consumer experiences. In
Abstract Consumers’ interactions with smart objects have a relational nature and extensive research has supported the “relationship metaphor” as a fruitful way to understand consumer
Donna L Hoffman and Thomas P. Novak (2018), Journal of Consumer Research The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Because
Abstract 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,
To market the smart home, marketers must focus on communicating the value proposition inherent in experience; current approaches may actually be underselling the smart home.