Digitalisation of the Global FinTech Industry

The digitalisation of global financial technology and marketing is central for the success of many banking organisations across the globe. Digital disruption is a change that occurs when new emerging digital technologies and business models affect the value proposition of existing goods and services for low end demanding customers or for new market customers. Digital banking or online or virtual banking is leading to the digitization of all the traditional banking activities, products, process, or services. It is needless to state that mere adaptation of digital media to comply with trends does not guarantee success. The digital trends in the banking industry has seen banks focusing on digitalization core processes, increasing awareness, financial inclusions, and undertaking sustainable practices. FinTech (i.e., financial technology) is competing with traditional financial methods in the delivery of financial services and reaching the unbanked segment of society, particularly in developing countries. There is a strong need to understand drivers and trends in the FinTech industry.

Innovative Trends in Technology for Marketing of Events

Technology is playing a pivotal role in shaping the operations and marketing and events industry. The modern event manager has understood that the event success or failure may depend on the technology used or the lack of it. An event is a set of activities with specific purpose goals and needs of the attendees. An event can be defined as an organised occasion, it provides some lived experience and meaning. The technology has the potential to be used at each stage of the consumers' experience of events. The chapter has taken a resource-based view and analysed how technology can be a tool for operations and service innovation and ultimately a strategics for creating core competencies and core capabilities. This chapter explores how technology can be used in the management event, technology in the value delivery network of events, and marketing of events. Various new technologies like block-chain technology, augment relativity, RFID, social media, digital promotional tactics are discussed.

The Effect of Blogging on Fashion Consumption

The value of the clothing industry in the UK was estimated at £57.7 billion in 2017 and is forecasted to experiment a slow growth of 3.8% reaching £68.69 billion in 2022. Currently, blogging has become one of the most common ways to communicate as well as share information. Fashion blogging has grown considerably over the years and is one of the major topic areas covered by bloggers. This phenomenon is composed of young women displaying their fashion outfits and styles, as well as their interests in fashion. Fashion blogging started around 2000 with the desire of young women to have a distinct place to share their passion and interest for fashion as well as expressing their thoughts on fashion trend with others.

The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era

Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.

Cyber Threat Ransomware and Marketing to Networked Consumers

Marketing is a process of creating, capturing, and exchanging ‘value' for the mutual benefits of marketers, customers, intermediaries, and other stakeholders. Such a transaction requires trust as it might be facing a range of online cyber risks. Modern cybercrimes have exponentially grown over the last decade. Ransomware is one of the types of malware which is the result of a sophisticated attempt to compromise the modern computer systems. The businesses, governments, and large corporations are investing heavily to combat this cyber threat against their critical infrastructure. New technological shifts help to improve marketing and business productivity and keep the company's global competitiveness in an overflowing competitive market. However, the businesses and the systems involved need security measures to protect integrity and availability which will help avoid any malfunctioning to their operations due to the cyber-attacks. There have been several cyber-attack incidents on several businesses such as healthcare, pharmaceutical, water cleaning, and energy sector.

Technology and Sharing Economy-Based Business Models for Marketing to Connected Consumers

The new technological innovations are changing the ways businesses are being operated. The sharing economy-based new business models (SEBMs) using technology have many benefits at national, organisational, community, and individual levels. The sharing economy provides a huge potential of creating millions of jobs by leveraging the business sector and providing a new way to producers and consumers to meet each other's needs. To maintain and enhance the use of technology-enabled sharing economy-based models (SEBMs), it is paramount to understand these SEBMs models and the behavior of the market, particularly on how to influence the market's attitude towards using SEBMs. This chapter analyses the new sharing economy-based and technologically-enabled business models and their antecedents.

Characteristics of Millennials and Technology Adoption in the Digital Age

This chapter explores the attitude and behaviour of Millennials towards digital platforms. Millennial or Generation Y is the much talked about generation among business circles at the moment, and considering their ways of thinking, behaving, and preferences, organisations are altering their practices as they are the active workforce at the moment. In this chapter, the authors have tried to explore various aspects of Millennial life, preferences, practices, and attitudes including their behavior towards work practices, corporate social responsibility, cultural variations, education, buying patterns and technology, technological devices, and social/digital platforms. Millennial consumers' behaviours are affected many personal factors such as gender identity, income level, education, geography, political affiliations, and religion and non-personal factors, such as organisational effort, brand, technological factors, social pressures, and so on.

Internal Marketing Cybersecurity-Conscious Culture

The chapter is putting forward the idea that internal marketing is a tool of which there are many to embed a culture to combat cybersecurity threats. This conceptual paper is suggesting that cybersecurity threats are multi-facet and although internal marketing is a major contributing factor in reducing the threats, other factors are in play. The shape of the organisation (i.e., bureaucratic or organic) has an important bearing on the implementation of a marketing-oriented culture, including that of internal marketing and, thus, the success of a cybersecurity-conscious organisational culture. Another significant factor in creating a cybersecurity-conscious organisational culture is the management willingness to empower and employees and their willingness to accept the responsibility to make decisions and be accountable, which requires acceptance of the authority.

Post-Truth and Marketing Communication in Technological Age

The way by which the communication is done depends upon the purpose of the communication. The complex technology-driven environment is affected by a syndrome called post-truth. Post-truth scenario is marred with a situation where there are spread of lies, rumors, propaganda, and deceit. Human perception is distorted by the spread of lies and fake news. We struggle hard to decide whether any communication which we read, or listen to, or share is true or untrue. The strategic advancements aspired by any company are based more or less on the marketing tactics of the product or service. Many strategies of the organisations are based on the communicative interactions of the corporate world with the consumers. The era of post-truth is based on emotions, opinions, and distorted facts. False advertising tactics are hitting the emotions and sentiments of the public at large. Many social media players in the move to curb the menace of false news, misinformation, and false advertisements have opted for a voluntary code of ethics.This chapter analyses the marketing communication in the era of post-truth.

The Impact of Augmented Reality Advertisement on Customer Engagement in the Era of Connnected Consumers

Innovation in technology is advancing by the day. As a latest and useful technology, augmented reality (AR) is drawing and getting attention from every sectors such as marketing, engagement, and user experience. Augment reality (AR) has become a recent trend for modern marketing. Marketers nowadays invest money and time in creation of new digital marketing platform for connected consumers. In this chapter, the researcher aims to discuss the impact of augmented reality advertisement on changing customer attitude towards brands. The purpose of this chapter is to discuss the impact of AR advertising on customer engagement and enhance user experience. Furthermore, this research has pinpointed the impact of augmented reality advertisement on cognitive, affective, and behavioural engagement.