现存分类群
数字营销
营销
业务
钥匙(锁)
营销传播
消费者对企业
数字媒体
市场调研
商业模式
计算机科学
万维网
计算机安全
进化生物学
生物
作者
Venkatesh Shankar,Dhruv Grewal,Sarang Sunder,Beth L. Fossen,Kay Peters,Amit Agarwal
标识
DOI:10.1016/j.ijresmar.2021.09.005
摘要
Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.
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