The Role of the Internet of Things Content in Branding: A Framework Designed from the Technology Perspective
The Role of the Internet of Things Content in Branding: A Framework Designed from the Technology Perspective
Wassan Alkhowaiter
2023 · DOI: 10.1007/s13132-023-01383-w
Journal of the Knowledge Economy · 2 Citations
TLDR
The study used structural equation modelling with mediation and moderation analyses to investigate the proposed hypotheses and suggested that the utilitarian and hedonic attributes of the Internet of Things can contribute to brand building.