Guest editorial overview: ‘Mapping the future of consumer behaviour using disruptive technologies’

Businesses of the 21st century are utilizing technology in developing offerings for the growth of their businesses. From taking a minor role in formulating business decisions, technologies now have a larger stake. Disruptive technologies like artificial intelligence, virtual reality, robotics, blockchain, 3D printing, 5G, Internet-of-Things, digital twins and augmented reality are changing how marketing strategies are developed and consumer behaviour is shaped. Our special issue contributes to enhancing the academic and industry-relevant knowledge of such new-age technologies and their marketing implications. The papers in this issue focus on the changing consumer behaviour in sectors like healthcare, apparel, footwear to highlight the critical role played by disruptive tech in shaping the modern world marketing and business plans.