The Internet of Behavior (IoB) is significant as it describes the collection and analysis of data based on user behaviors across different digital platforms. IoB merges data analytics with behavioral insights to understand how digital interactions influence decisions and actions. This data informs marketing strategies and enhances customer experiences by tailoring offerings to user preferences. The significance of IoB lies in its potential to predict behaviors, improve services, and foster personalized interactions, thereby helping organizations to better meet consumer needs and drive engagement.