Redefining customer connections in the UAE’s digital era: A study on emerging technological synergies

The Internet of Things is reshaping marketing strategies in the UAE telecommunications sector by enabling real-time personalization, automation, and customer engagement. This study investigates the socio-technical implications of IoT integration, particularly its effects on operational efficiency, customer engagement, digital inclusivity, ethical data practices, and sustainability. The research used a quantitative cross-sectional survey conducted from February to April 2024 across the UAE. A stratified random sample of 430 respondents, including telecom employees, corporate clients, and individual users, was surveyed using online platforms like LinkedIn, Twitter, and industry forums. Structural Equation Modeling was used to analyze the relationships between key constructs.The results reveal that IoT significantly improves operational efficiency (mean = 4.20) and customer engagement (mean = 4.10), with a strong correlation (r = 0.85). Digital inclusivity remains moderate (mean = 3.60), reflecting disparities in access and digital literacy. Ethical concerns, including data privacy and algorithmic bias, received a mean score of 3.75, while sustainability challenges, such as e-waste and energy consumption, scored the lowest (mean = 3.20, SD = 0.85). A significant moderating effect was identified: a 10% increase in digital inclusivity was associated with a 1.8% rise in ethical concerns (β = -0.18, p < 0.05), suggesting growing risks related to data governance.The study concludes that while IoT drives efficiency and engagement, addressing inclusivity, ethics, and sustainability is essential for maximizing its marketing potential and ensuring responsible digital transformation in the UAE telecom industry.