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Marketing Strategies for IoT Consumer Adoption: Understanding Consumer Psychology and Building Brand Trust
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Author(s): F. Sammy (SRM Institute of Science and Technology, India), A. Prema (Velammal Engineering College, India), M. Mohana (Vel Tech Multi Tech Dr. Rangarajan Dr. Sakunthala Engineering College, India), T. P. Anish (R.M.K. College of Engineering and Technology, India), G. Manisha (R.M.D. Engineering College, India)and M. G. Dinesh (EASA College of Engineering and Technology, India)
Copyright: 2026
Pages: 20
Source title:
Managing the Internet of Things (IoT) for Business Transformation and Consumer Adoption
Source Author(s)/Editor(s): Asa Romeo Asa (Namibia University of Science and Technology, Namibia)and Johanna Pangeiko Nautwima (Namibia University of Science and Technology, Namibia)
DOI: 10.4018/979-8-3373-3441-7.ch008
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Abstract
The rapid growth of Internet of Things (IoT) consumer products has transformed daily life, yet widespread adoption remains a challenge due to privacy concerns, perceived risks, and usability barriers. This chapter explores marketing strategies that enhance IoT consumer adoption by integrating insights from consumer psychology and trust-building practices. It explores key psychological factors influencing adoption, such as perceived usefulness, risk, and social influence, and highlights the importance of transparent communication and brand reputation. Strategies like education campaigns, personalized messaging, and influencer engagement are discussed as means to address consumer fears and motivations. The chapter also identifies future directions including personalized marketing, gamification, and ethical considerations. By combining psychological understanding with targeted marketing and trust-building, IoT companies can better engage consumers and foster sustained adoption in a competitive and evolving market.
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