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2023 | OriginalPaper | Buchkapitel

37. The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch

verfasst von : Ying Zhu

Erschienen in: The Palgrave Handbook of Interactive Marketing

Verlag: Springer International Publishing

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Abstract

Consumers use their sense of touch to interact with products and salespeople in direct marketing; they use touchscreen devices to interact with products and others on e-commerce and mobile commerce platforms. Understanding the role of touch in consumers’ experiences in both physical and digital realms is essential for businesses to implement effective haptic strategies and for scholars to advance knowledge in touch literature. This chapter offers an initial review of the role of touch, touchscreens, and haptic technology through an interactive marketing lens. Specifically, it proposes a conceptual framework for continued research by situating current haptic and tactile research within an interactive marketing frame. It summarizes new knowledge of three important topics in interactive marketing: technology adoption, customer behavior, and multichannel marketing. It also draws readers’ attention to the multifaceted research of touch from psychology and neuroscience perspectives. The first half of the chapter summarizes the most up-to-date research findings and theories (e.g., psychological ownership) on haptic and tactile effects that substantially affect interactions between consumers and products and between consumers and service providers. Then a summary of recent research outlines how touchscreen devices (e.g., smartphones, tablets) and haptic technology (e.g., smart wearables) influence consumers’ experiences in the digital world.

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Vorheriges Kapitel Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research

Nächstes Kapitel It’s Fun to Play: Emoji Usage in Interactive Marketing Communication

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Titel: The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch
verfasst von: Ying Zhu
Verlag: Springer International Publishing
Buch: The Palgrave Handbook of Interactive Marketing
Print ISBN: 978-3-031-14960-3

Electronic ISBN: 978-3-031-14961-0

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-14961-0_37