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Published in:
2022 | OriginalPaper | Chapter
The Marketing of Smartness – An Investigation of the Interplay Between Smartness, Consumer Perceptions, and Marketing Communication
Authors : Dennis Schendzielarz, Sascha Alavi
Published in: Smart Services
Publisher: Springer Fachmedien Wiesbaden
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This paper aims to explore customers’ perceptions associated with smart services and products and the role marketing communication plays to improve these perceptions. The key research questions are: (1) How do consumers psychologically respond to smart services and products? (2) How may a transparency-oriented marketing communication steer those consumers’ perceptions? To address these questions, the authors build a conceptual model that is based on the net valence theory.