The basic objective of the present research was to examine the effect of big data analytics, IoT adoption, and digital marketing strategies on customer behaviour through the mediation of customer intention. This research also examined the moderating role of innovativeness. A cross-sectional research design was adopted in the present study. The data was gathered from customers of banks based in the UAE using a self-administered survey. A five-point Likert scale was adopted to gather responses from the customers. This study used simple random sampling to reach the respondents. The usable response rate of the study was 66%. The collected data was analysed using AMOS. The study results show that big data analytics, IoT adoption, and digital marketing strategies positively affect customer intention. Moreover, customer intention also mediates the proposed paths. The moderating relationship is also confirmed in the present study. This study also highlights the theoretical and practical implications.