Welcome to VijayKittu.com

Home | About Me | Webinars & Online Training Programs | Academic Research | Research Publications | Edited Books | Authored Books | Peer Reviews | Resource Person | Training Videos

Marketing Complexity of Smart Consumer Products to Global Millennial Segments

Book Chapter

Authors: Theodore Tarnanidis (International Hellenic University, Greece), Vijaya Kittu Manda (PBMEIT, India), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal & UNIAG, Portugal), Maro Vlachopoulou (University of Macedonia, Greece), and Evridiki Papachristou (International Hellenic University, Greece)

DOI: https://doi.org/10.4018/979-8-3373-2111-0.ch001

Book Name: Diversity and Inclusion-Driven Marketing for Multicultural Marketplaces

ISBN: ISBN13: 9798337321110|ISBN13 Softcover: 9798337332529|EISBN13: 9798337321127

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Bruno Sousa (Polytechnic University of Cávado and Ave, Portugal), Maro Vlachopoulou (University of Macedonia, Greece), Evridiki Papachristou (International Hellenic University, Greece), and Vijaya Kittu Manda (PBMEIT, India)

Book Chapter Number: 1

Publication Date: October 3, 2025

Pages: 1 to 16 (16 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: Through the lens of established marketing and technology adoption theories, this paper examines the complexities involved in marketing smart consumer products to global millennial consumers. It discusses the key challenges and opportunities that marketers face, which are supported by academic literature. Digital interconnectivity, data abundance, AI integration, and evolving consumer expectations are the driving forces behind the complexity of marketing smart consumer products, as demonstrated in the review. To manage this complexity, marketing practices must be strategically, data-informed, and human-centered. Further, the findings highlight the significance of cultural sensitivity, global-local positioning, and adaptive marketing strategies that cater to the distinct desires and expectations of millennials in diverse regions. To advance both theoretical and practical understanding, future research should investigate the longitudinal effects, cross-cultural dynamics, and ethical considerations in AI-driven marketing.

Google Scholar Link | Research Gate Link | LinkedIn

Cite in APA format

Cite in IEEE format

Cite in Vancouver format

Research works citing this work..

  1. A Cross-Regional Analysis of Diversity and Inclusion in Marketing for Global Generation Z
    January 2026 / Theodore Tarnanidis; Vijaya Kittu Manda; Bruno Barbosa Sousa / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  2. Digital Ethics, Data Justice, and Human Autonomy
    2026 Deepak Gupta (Institute of Technology and Management, Gwalior, India), Avliyakulov Ashurali (Termez University of Economics and Service, Termez, Uzbekistan), Nematova Madina (Mechanization Engineers' National Research University, Tashkent, Uzbekistan), Turanboyev Boburjon (Kokand University, Uzbekistan), Komila Achilova (University of Tashkent for Applied Sciences, Uzbekistan), Mukhiddin Kurbanov (Tashkent State University of Economics, Tashkent, Uzbekistan), and Gulchekhra Nazarova (Tashkent University of Information Technologies, Uzbekistan) Book Chapter / Source Title: Unlocking Life Satisfaction in Digital Global Markets and Segments / Copyright: © 2027 | Pages: 34
  3. Generative AI for Inclusive Marketing: Embedding Diversity, Equity, and Cultural Competence in AI- Driven Decision Systems
    January 2026 / Rocky Kumar; Gaurav Kumar; Shikha Sharma; Adarsh Kumar Pandey / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  4. AI Bias in Marketing: Challenges, DEI Concerns, and Mechanisms for Ethical Innovation
    Anu C Haridasan; Naveenraj Xavier / Book Chapter / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing / Copyright: © 2026 | Pages: 44 DOI: 10.4018/979-8-3373-6731-6.ch002
  5. Cultural Blind Spots in Marketing AI: Case Studies of Failure
    January 2026 / Aakriti Jain (Christ University, India) and Ila Anand (Christ University, India) / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  6. From Greenwashing to Genuine Sustainability: Ethical Marketing in the Age of Conscious Consumers
    January 2026 / Kanika Arora (Lovely Professional University, India) and Amrik Singh (Lovely Professional University, India) / Book Chapter / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  7. Enhancing Stock Market Analytics in Real Time With Apache Kafka
    January 2026 / Lavanya Kandasamy (Vellore Institute of Technology, India), Swarnava Dey (Vellore Institute of Technology, India), Debdyuti Mitra (Vellore Institute of Technology, India), and Dhaivat Jambudia (Vellore Institute of Technology, India) / Book Chapter / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  8. Equity by Design: Embedding DEI Into AI-Enhanced Marketing Tools
    January 2026 / Mohammad Irfan (Chandigarh University Uttar Pradesh, Unnao, India), Sanskriti Sanskriti (Christ University, Bangalore, India), and Amit Kishore Sinha (Chandigarh University Uttar Pradesh, Unnao, India) / Book Chapter / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  9. AI-Driven Decision-Making for Advancing Diversity, Equity, and Inclusion: Insights From Indian Brands
    January 2026 / Mitrajit Biswas (O.P. Jindal Global University, India) / Book Chapter / Source Title: AI-Driven Decision-Making for Diversity, Equity, and Inclusion in Marketing
  10. Digital Health and Emotional Resilience in Global Markets: Attention Restoration and Cultural Integration Pathways
    2026 / Manoj Kumar Mallick (Shikaripara Mahavidyalaya, Sido Kanhu Murmu University, Dumka, India) / Book Chapter / Source Title: Unlocking Life Satisfaction in Digital Global Markets and Segments / Copyright: © 2027 | Pages: 46
  11. From Offline Happiness to Online Fulfilment: Understanding Life Satisfaction in Digital Spaces
    2026 / Dilipkumar Ambadas Patil (Central University of Karnataka, India) and Amrik Singh (Lovely Professional University, India) / Book Chapter / Source Title: Unlocking Life Satisfaction in Digital Global Markets and Segments / Copyright: © 2027 | Pages: 22 / DOI: 10.4018/979-8-3373-8357-6.ch004
  12. Digital Transformation of Retail and Consumer Purchase Attitudes in Virtual Shopping Environments
    July 2026 Chandra Sekhar Patro (Department of Management Studies, Gayatri Vidya Parishad College of Engineering, India) Book Chapter / Source Title: Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets
  13. Scrolling, Clicking, Buying: Psychological Drivers of Consumer Behaviour in Platform-Mediated Markets
    July 2026 Ankita Pathak (Institute of Business Management, GLA University, India) and Majdi Anwar Quttainah (Kuwait University, Kuwait) Book Chapter / Source Title: Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets
  14. Mitigating Bias and Fostering Trust Through a Conceptual Framework for Ethical AI in Marketing
    July 2026 Kinjalk Gour (Christ University, Delhi NCR, India) and Diksha Pandey (Christ University, India) Book Chapter / Source Title: Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets
  15. The Psychology of Digital Consumers
    July 2026 Binnaz A. L. P. (Mudanya University, Turkey) and Mustafa A. L. P. (Air Force Command, Turkey) Book Chapter / Source Title: Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets
  16. Game-Vertising in the Digital Age: Opportunities, Ethical Challenges, and Evolving Practices in Marketing Communication
    July 2026 Ashwarya Kapoor (School of Commerce and Economics, Manav Rachna International Institute of Research and Studies, Faridabad, India), Sneha Kapoor (J.C. Bose University of Science and Technology, YMCA, Faridabad, India), and Rajiv Sindwani (J.C. Bose University of Science and Technology, YMCA, Faridabad, Inida) Book Chapter / Source Title: Human-Centered Innovation, Ethics, and Consumer Behavior in Digital Markets
  17. A Fuzzy Optimization Framework for Sustainable and Behavior-Aware Marketing Decisions
    September 2026 Zornitsa Yordanova and Hamed Nozari Journal Paper / MDPI Digital / 6(4), 82

Back to Research Publications and Edited Books

© 2023-2026 Vijaya Kittu Manda