Abstract:
Aim: This study approaches the Internet of Things from the perspective of digital
marketing, which is becoming essential and increasingly competitive for
businesses when it comes to marketing
Data Sources: The study exercised primary and secondary data to attain the
framed objectives of the study. The primary data is obtained from Singapore.
Sampling: The study was conducted to know the effectiveness of instant
messengers on consumer behaviour as a digital marketing channel and with 52
respondents as a sample from Singapore.
Findings: The study has found that the perception of the effectiveness of instant
messaging as a marketing channel could be better as compared to the other digital
marketing channel & finally concluded that millennials were more responsive
towards instant messenger as a digital channel compared to non-millennials.
Implications: The study outcomes, that instant messengers as a marketing
channel should be more utilized and could still be an avenue for marketers to
differentiate themselves from competitors, it is showing that millennials were
more responsive than non-millennials. The product and price factors are the
critical differentiator between targeting millennials and non-millennials.
Millennials tend to rank product quality higher than price, whereas non-millennials are more price-conscious
