Purpose: The aim of this paper is to provide a deeper understanding of the effects of IoT on consumers’ intentions and behaviours and lay the ground for future research on the perspectives and trends in marketing. Design/methodology/approach – A review of existing literature is applied as the research methodology in addition to retrieving patterns from specialized secondary sources focusing on IoT dimensions and perspectives. Findings – The research findings address insights regarding the potential impact of IoT and its components on the theories of Consumer Behaviour through all its different dimensions. The results provide an extended understanding of the antecedents and outcomes of IoT and their impact on Consumers’ Behaviours and intentions. The findings reveal also what has been reached in IoT within the different disciplines of literature (social psychology, technology, commerce, economics, management, etc) that can be applied conveniently to Marketing. Originality/value – This research is the first study to handle the perspectives of IoT on consumers and its impact on their intention and behaviour. This work addresses an extended understanding of the application of IoT as a new promising technology with a brightly announced impact and future. This study adds knowledge to the existing marketing literature and provides insights into the extent of consumers’ involvement in the adoption of IoT as a potential lifestyle. Finally, it supports managers and business practitioners with valuable visions in driving their business plans and strategies.


Internet of Things, IoT, IoT applications, IoT Issues, Theoretical Background, Marketing Theories, Consumer Behaviour.