The role of Internet of Behaviors (loB) in digital marketing

Abstract

The internet of behaviors (IoB) refers to the technology that combines the internet of things (IoT), big data analytics, artificial intelligence (AI), along with behavioral science, to collect and analyze data from interconnected physical objects, with the goal of gaining insights into human behavior, needs, interests, and preferences. By analyzing purchasing patterns, consumption behaviors, and demographic interests, IoB uncovers hidden patterns in consumer behaviors. In essence, IoB endeavors to interpret the information gathered from users' online behaviors through the lens of behavioral psychology. This chapter explores the IoB technology and its impact on the digital marketing industry. This chapter discusses several sub-topics, including how businesses are currently implementing IoB in digital marketing and in other fields, the ways IoB can improve the customer experience, ethical and social concerns related to IoB, and the future of IoB in digital marketing. The chapter offers valuable insights for both digital marketing practitioners and researchers. © 2023 Elsevier B.V., All rights reserved.