VOICE COMMERCE AND BRAND PENETRATION: AN INVESTIGATION INTO THE ROLE OF AUDIO VOICE RECOGNITION IN IMC STRATEGIES FOR THE SEASONING INDUSTRY

Abstract

With voice technology becoming part of everyday life, consumer behaviour is evolving rapidly and brands on both sides are vying for an unparalleled share. Hence, this research is focusing on audio voice recognition medium which affect the brand penetration in seasoning industry. The study adds to a increasing literature surrounding voice commerce by examining consumer behaviour and preferences, as well as the extent to which voice-enabled platforms influence purchase decisions. The results demonstrate the power of voice commerce to grow brands and suggest what seasoning brands can do if it consider such an emerging channel.