Marketing and Digital Transformation

Abstract

It is a pleasure to present to the readers of the Brazilian Journal of Marketing (BJMkt) this special edition on MARKETING AND DIGITAL TRANSFORMATION. Its rich and varied collection of articles, with theoretical, empirical, and even methodological contributions, expands scientific knowledge with relevance and rigor. Therefore, this edition will endure as a reference for researchers and practitioners involved with the topic.

Digital Transformation (DT) breaks the status quo by integrating digital technologies in all areas of an organization, changing its ways of operation and, especially, the value propositions brought to the market, which demands new arrangements of resources and competencies. DT is one of the main global phenomena, perhaps the principal one, with broad, profound, and interlinked impacts on society, consumers, organizations, and marketing management.

However, despite its real and potential advantages, DT embeds challenges, doubts, and risks. Although technology is the backbone of DT, it goes much beyond adopting new technologies. It is a far more complex process of multidimensional changes in management; in thinking, acting, and interacting between a focal organization and numerous interested and affected parties.

Another critical aspect of DT is the customer focus, to not lose sight that digital tools and techniques are useful if they enhance customer experience, as seen in mass customization and superior communication and distribution channels. This requires firm understanding and commitment from consumers. In organizations immersed in or surrounded by DT, achieving and maintaining harmony between Marketing and Consumer Behavior is a battle. Designing, producing, communicating, delivering, and appropriating value are somewhat unique pillars, while most occurrences in DT lack scientific modeling and theorization, also due to their dynamism. This is evident in the disciplines of Marketing and Consumer Behavior.

In the realm of DT, radically innovative companies quickly create markets and wealth; on the other hand, many others diminish or disappear; but all are put to the test. Multiple segments benefit from DT, while others struggle with access, insertion, and utilization.

In the vein of scientific knowledge, opening this Special Issue, in the article “What is digital transformation in marketing? A bibliometric and scientometric analysis of an evolving topic,” Fernandes and Gabriel map characteristics, trends, and gaps in the literature. They link the trajectory of the research – with the expansion of Digital Transformation in the discipline of Marketing – to necessary and promising investigations yet to be done.

In the article "Sensing and responsiveness: Digital capabilities to face the challenges of the digital economy," Freitas Junior, Maçada, Borba, and Brinkhues systematically review the literature on the relationship between digital capabilities (focusing on sensing and responsiveness) and the challenges of the digital economy. At the intersection of Information Systems and Marketing, they refine the concept of digital capabilities, highlight the role of value creation, and articulate a research agenda.

In "From physical to online environment: reflections of digital transformation on consumer attitudes," Fitz-Oliveira, Wasgen, and Slongo consider consumer motivations in choosing between physical and online stores, as well as consumer profiles based on the shift from physical to online environments, stimulated by Digital Transformation. They adopt a qualitative approach.

In "Online clothing consumption practices during the Pandemic: A perspective based on the Theory of Practice," Rios, Ferreira, and Christino explore how online clothes shopping practices are restructured and reinterpreted due to the Covid-19 pandemic (and its social isolation), alongside resistance to such practices compared to traditional in-person shopping and its hedonic and social value, in the post-pandemic landscape. They follow a qualitative approach.

In "Global consumers before and during the COVID-19 Pandemic: What aspects characterize digital consumer behavior?", Barrantes-Aguilar, Solís-Rivera, and Villalobos (all from Costa Rica) compare consumer behavior patterns in e-commerce along two axes and for 40 countries: intra vs. inter-regional, before vs. during the Covid-19 pandemic. They characterize consumers using multiple types of variables, such as socioeconomic, demographic, cultural, and digital sophistication, leading to segmentation. The approach is longitudinal quantitative with secondary data.

In "Technology hunger: User retention in M-commerce in the food delivery market," Mundim, Scussel, Petroll, Damacena, and Soares develop and test in Brazil a model with six determinants of customer retention in mobile commerce (m-commerce) in food delivery app companies (e.g., iFood and Rappi). The approach is quantitative, involving surveys and Structural Equation Modeling.

In "Analysis of the impact of social influence on the acceptance of mobile banking apps by consumers in Brazil," Isac, Garcia, and Silva add the social influence construct to the Technology Acceptance Model (TAM). They test the model during the COVID-19 pandemic in Brazil with bank customers using mobile devices. The approach is quantitative, with surveys and Structural Equation Modeling.

In "The effects of perceived risk on the intention to use autonomous vehicles," Vieite, Las Casas, João, and Oliveira also investigate the negative influence of information on this risk, as well as the novelty in the intention of use. Psychological risk is considered as anxiety. Autonomous vehicles represent a radical innovation fueled by digital technology. The approach is quasi-experimental.

Concluding the Special Issue, in "Augmented reality and smart retail: A study on user perception," Reges and Aguiar-Costa address the impacts of this reality on the shopping experience in mobile devices. They start from a TAM adaptation for augmented reality. The approach is quantitative, involving surveys, the use of the CoralVisualizer augmented reality app, and Structural Equation Modeling.

The collection of this Special Edition provides knowledge that can guide both new research and applications, in the real world of organizations, leading to significant advances in customer experience, productivity, and business performance. Successful organizations will need to appropriate this collection and navigate with it – this should be very worthwhile. Looking to the future, DT needs to evolve and will evolve, not only in emerging technologies but also in the strategies and tactics of organizations towards their customers and markets. This is our wish for our readers!

Finally, we express our gratitude for the support of National Council for Scientific and Technological Development (CNPq) in making this special issue possible. We also thank the institutional support received from the director of the Post-Graduate Program in Administration at the Universidade Nove de Julho (UNINOVE), Professor Priscila Rezende da Costa, and the editorial team of ReMark, especially Ms. Mayara Fioravante Alves and the librarian Cristiane dos Santos Monteiro. We also thank Professor João Carlos Ferrari, Vice-Rector of Research at UNINOVE.

Happy reading!