Technology-Driven Marketing Development: Evidence from Artificial Intelligence, Big Data, Augmented Reality, and Internet of Things

Sarah Balqis Binti Sabarudin; Sanjeta A/P Jeeva; Sanjeev Singh A/L Avtar Singh; Sahel Fawwaz Muhammad Syareef; Daisy Mui Hung Kee

doi:10.32535/jcda.v9i1.4339

Technology-Driven Marketing Development: Evidence from Artificial Intelligence, Big Data, Augmented Reality, and Internet of Things

Sarah Balqis Binti Sabarudin, Sanjeta A/P Jeeva, Sanjeev Singh A/L Avtar Singh, Sahel Fawwaz Muhammad Syareef, Daisy Mui Hung Kee

Abstract

Technological advancement has become a central driver of contemporary marketing development, influencing how firms engage customers, build brand loyalty, and sustain competitive advantage. This study examines the impact of Artificial Intelligence (AI), Augmented Reality (AR), Big Data, and the Internet of Things (IoT) on marketing development, using Apple Inc. as the empirical context. A quantitative research design was employed, with data collected through a structured survey questionnaire from 152 respondents. Multiple regression analysis was conducted using SPSS to test the proposed relationships. The results indicate that the model explains 68.3% of the variance in marketing development (R² = 0.683). Big Data shows the strongest influence on marketing development (? = 0.376), followed by AI (? = 0.301) and IoT (? = 0.219), while AR demonstrates a positive but comparatively weaker effect (? = 0.069). Overall, the findings confirm that technology-driven initiatives play a significant role in enhancing marketing development and supporting sustained competitiveness in the digital era. This study contributes empirical evidence by comparing the relative influence of key emerging technologies within a single organizational context and offers practical insight for firms seeking to align technological adoption with effective marketing development strategies.

Keywords

Artificial Intelligence (AI); Augmented Reality (AR); Big Data; Customer engagement; Internet of Things (IoT); Marketing development; Tech-driven Marketing

Full Text:

PDF

References

Abashidze, I., & D?browski, M. (2016). Internet of Things in marketing: opportunities and security issues. Management Systems in Production Engineering, 24(4), 217–221. https://doi.org/10.2478/mspe-01-04-2016

Ali, O., Osmanaj, V., Kwiatek, P., Chimhundu, R., Alryalat, M., & Dwivedi, Y. K. (2023). The impact of technological innovation on marketing: individuals, organizations and environment: A systematic review. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2023.2210661

Arora, N., Dreze, X., Ghose, A., Hess, J. D., Iyengar, R., Jing, B., ... & Zhang, Z. J. (2008). Putting one-to-one marketing to work: Personalization, customization, and choice. Marketing Letters, 19(3), 305-321. https://doi.org/10.1007/s11002-008-9046-1

Ba?yaz?c?o?lu, H. N., & Karamustafa, K. (2018). Marketing 4.0: Impacts of technological developments on marketing activities. K?r?kkale Üniversitesi Sosyal Bilimler Dergisi, 8(2), 621-640.

D'Acquisto, G., Domingo-Ferrer, J., Kikiras, P., Torra, V., de Montjoye, Y. A., & Bourka, A. (2015). Privacy by design in big data: An overview of privacy enhancing technologies in the era of big data analytics. arXiv preprint arXiv:1512.06000. https://doi.org/10.48550/arXiv.1512.06000

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42. https://doi.org/10.1007/s11747-019-00696-0

Dharma, I. B. S., Hengky, L. L. C., Ni, L. S., Zhen, L. S., Yee, L. Z., Brayn, N. U., ... & Sinha, R. K. (2023). The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies. Education, 7, 221-240. https://doi.org/10.32535/apjme.v7i3.3540

Diaa, N. M. (2022). Investigating the effect of augmented reality on customer brand engagement: The mediating role of technology attributes. The Business & Management Review, 13(2), 356-375. https://doi.org/10.24052/bmr/v13nu02/art-31

Edeh, F. O., Teoh, K. B., Murugan, Y., Kee, D. M. H., Wong, J., Wong, X. S., & Jacinta, O. B. (2021). Contributing factors to Apple’s sustainability in Malaysia’s information and communication technology industry. Asia Pacific Journal of Management and Education, 4(2), 74-84. https://doi.org/10.32535/apjme.v4i2.1145

Gabajová, G., Kraj?ovi?, M., Furmannová, B., Matys, M., Bi?asová, V., & Stárek, M. (2021). Augmented reality as a powerful marketing tool. Proceedings of CBU in Economics and Business..., 2, 41. https://doi.org/10.12955/peb.v2.253

Gong, W. (2016). The Internet of Things (IoT): What is the potential of the internet of things (IoT) as a marketing tool? [Bachelor's thesis, University of Twente]. University of Twente. https://essay.utwente.nl/70018/

Hashem, D. T. N. (2021). The reality of internet of things (IoT) in creating a data-driven marketing opportunity: mediating role of customer relationship management (CRM). Journal of Theoretical and Applied Information Technology, 99(2), 329-342.

Jain, N. (2023, July 15). What is Technology Innovation? Definition, Examples and Strategic Management. IdeaScale. https://ideascale.com/blog/what-is-technology-innovation/

Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98. https://doi.org/10.1016/j.jbusres.2020.05.002

Kuek, T. Y., Yusof, R., Roslan, S. R. B., Vats, I., Singhal, J., Chaudhary, K., & Kee, D. M. H. (2024). How does Starbucks develop brand loyalty among its customers in Asia?: Insights from Malaysia, Indonesia, and India. Advances in Global Economics and Business Journal, 5(2), 95-106. https://doi.org/10.51748/agebj.v5i2.97

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420

Lida, M. P. (2020). A strategic marketing intelligence platform. Operations Management Research, 13, 12-30.

Odionu, C. S., Bristol-Alagbariya, B., & Okon, R. (2024). Big data analytics for customer relationship management: Enhancing engagement and retention strategies. International Journal of Scholarly Research in Science and Technology, 5(2), 050-067. https://doi.org/10.56781/ijsrst.2024.5.2.0039

Rahim, N. F. A., Sabeh, H. N., Zaky, I. D. B. A., Heng, B. Y., Laili, A. F., Trisnawati, A. B. A., ... & Kee, D. M. H. (2023). Exploring customer views on digitalized vs. Traditional restaurants: A study in the restaurant industry. International Journal of Tourism and Hospitality in Asia Pasific, 6(3), 57-75. https://doi.org/10.32535/ijthap.v6i3.2592

Sabrin, A., Alviansyah, A., & Anca, A. (2025). Analyzing the role of AI and big data in personalized branding experiences. Available at SSRN 5112905. https://doi.org/10.2139/ssrn.5112905

Shani, S., Majeed, M., Shukla, P., & Shamurailatpam, S. D. (2024). Internet of Things in Marketing: The Customer Experience. In Disruptive Technologies and Business Innovation: IoT in Perspective (pp. 103-117). Bentham Science Publishers.

Suherlan, M. O. O. (2023). Technological innovation in marketing and its effect on consumer behaviour. Technology and Society Perspectives, 1, 94-103.

Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002

Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121. https://doi.org/10.1509/jm.15.0413

Yang, X. (2021). Augmented reality in experiential marketing: The effects on consumer utilitarian and hedonic perceptions and behavioural responses. In Information technology in organisations and societies: Multidisciplinary perspectives from AI to Technostress (pp. 147-174). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83909-812-320211006

Zai, B. K. A. (2024). The effect of artificial intelligence on brand loyalty [Master’s thesis, Near East University]. NEU Institutional Repository. https://docs.neu.edu.tr/library/9681737358.pdf

Zhang, J. (2025). From data to decisions exploring the role of data analysis in big data. Journal of Computer, Signal, and System Research, 2(1), 19-27. https://doi.org/10.71222/8wj6pe10

DOI: https://doi.org/10.32535/jcda.v9i1.4339