ABSTRACT
This study’s investigation of the qualitative dimensions of digital transformation in various emerging market settings is achieved through an exploration of consumer perceptions, experiences, and subsequent behavioral responses to digital marketing interventions implemented in the retail, banking, and telecommunications industries. Thus, the use of qualitative methods, including in-depth interviews, focus groups, and observational studies, allows for the exploration of the complex relationship between digital adoption and activism. Analysis of the findings uncovers several key themes, including the righteousness of the convenience and effectiveness of digital solutions, concerns regarding data confidentiality and information security, and partisan commitment to the importance of person-to-person contact, which, alternatively interpreted, implies the personification of interactions with digital tools. Hence, the value of our research is categorized by the extent to which cultural backgrounds and socio-economic conditions identify and influence the digital experience and the consumer’s positional response. Research also indicates a potentially polarized response from research participants that implies the volatile ambiguity of the future, marked by an embrace of technology innovations with simultaneous reluctance to embrace the rise of standard of living of convenience and enhanced efficiency which might result in the electronic isolation. Thus, the practical value of the research proposal can be viewed through the provision of strategic advice to aid marketers in navigating the digital environment of emerging economies by structuring a direct voice of the consumer that reflects the consumer in the atmosphere of digital evolution learning about the challenges and challenging ways of adopting a customized approach.
