New technologies have changed the way products are offered today: Nowadays the internet and social networks play a preponderant role in spreading, in a more efficient and dynamic sense, any kind of product. In this context, e-commerce is a modality for the sale of products and services, that admits the addition of these new technologies through the internet, which transforms it into a tool that allows the discovery of new uses, forms, and consumption habits. E-commerce allows to provide customers products and services with the highest quality, for this it is necessary to implement QR codes that can create a differentiating user experience where the products are displayed in the best possible way and accompany them with content that is valuable to consumers. In this way, it is intended to promote the efficient and rationalized use of all the resources that companies have and, at the same time, motivate the use of new technologies, as a strategic enabler and competitive differentiator, to overcome all their business objectives.
Top1. Introduction
In recent decades, there have been significant changes in people's consumption and so-called new technologies (Singh et al., 2021). On the one hand, we have witnessed that some brands have gradually positioned their products in markets that are becoming more competitive every day and, on the other hand, new technologies have shown dizzying advances, which have allowed the creation, precisely, of new consumer markets (Grubor and Milovanov, 2017). With the emergence of the internet, our lives underwent more than evident changes, however, it has been the new technologies, which making use of the internet, which currently allow us to have a more comfortable, pleasant, and safe life. In other words, our daily lives have also been transformed by the proliferation of new technologies, particularly after having lived through the COVID-19 pandemic (Sharma and Bashir, 2020; He, Zhang and Li, 2021). For example, there are currently countless establishments around the world that allow purchases of all kinds of products or services to be made from the comfort and security of the home, simply by using a telephone connected to the Internet or with access to a data plan (Shammar and Zahary, 2020; Forecast GMDT, 2019; Mahr and Huh, 2022; Andersson, 2018). There are also, nowadays, countless establishments that focus on or have the service of bringing purchases, which are generally carried out through a mobile device with internet access, to the door of the home (Massa and Ladhari, 2023; Chemnad, 2022). In the same way, and also with a smartphone connected to the internet, multiple payments for services, bank cards, money transfers, etc. can be made from the comfort and security of the home: of course, banking institutions have been enablers and promoters of these changes with the aim, among other things, of creating a more comfortable and secure life for us (Sharma, 2024; Mefoute Badiang and Nkwei, 2024). These examples establish that contemporary human beings have become co-dependent on new technologies, regardless of whether any technological innovation satisfies their specific needs. In other words, life in the 21st century is far more bearable than life just 100 years ago. This is due to the leaps and bounds with which science and technology have advanced (Lee and Daiute, 2019). Therefore, the benefits of technological advances for the contemporary human being are also more than evident.
Undoubtedly, we are immersed in a world of information (Palvia et al., 2021; Chinese Academy of Cyberspace Studies, 2023). Surely, this is largely because the approach and knowledge of new technologies are becoming easier and more accessible to all people. However, these technological changes are increasingly rapid and it is clear that the interaction between technology and human beings has changed drastically over time (Asongu, 2021). That is, so much information is handled today that contemporary humans must quickly assimilate many technological developments rather than having them adapt to their needs. As a consequence of this interaction, it can be said that the current dynamics of product or service markets have led us, among other things, to be immersed in a global society with cutting-edge technologies (Ameen, Hosany and Tarhini, 2021). Similarly, current marketing trends have also had to adapt to the imminent technological changes, since nowadays it is not enough to implement marketing strategies that only focus on showing a product in a store window or through any other conventional media such as television, radio, some magazines and/or printed catalogs (Sharma, 2023; Clark, Azab and Key, 2024). In other words, how products or services are presented and sold to the end consumer has gradually changed over time (Peña-García, et al., 2020; Ghosh, 2024). However, an important factor to consider is that current marketing strategies, which have survived a globalized world and were able to adapt to technological advances, depend to a large extent on the buying habits of the people who inhabit a country (Peña-García et al., 2020; Munro, Kapitan and Wooliscroft, 2023).