Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

Güngör, Ayşegül Şağkaya; Çadırcı, Tuğçe Ozansoy

doi:10.1007/978-3-031-14961-0_4

The Palgrave Handbook of Interactive Marketing 2023

DOI: 10.1007/978-3-031-14961-0_4

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Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

Ayşegül Şağkaya Güngör

Tuğçe Ozansoy Çadırcı

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2024

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Cited by 3 publications

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“…The fast development of social media are essentially interactive platforms with built-in interactive tools including hashtag (Kwon and Ha, 2023), emoji (Huang et al , 2022; Wu, 2023; Valenzuela-Gálvez et al , 2023) and video barrage (Wei, 2023), etc., allows consumers interact with live-streamers, influences and other consumers through direct and instant feedback. Moreover, the contemporary interactive marketing also transformed from mass-media digital marketing into the connected world, taking an “organic” or natural form that integrates shopping with daily live events through generating, disseminating and sharing news, new personal stories, creative works, photos and ideas (Güngör and Çadırcı, 2023; Rashidirad and Shahbaznezhad, 2023). Consequently, the advert of interactive marketing field opens an avenue to investigate varieties of traditional marketing subjects from new perspectives.…”

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Editorial – What is an interactive marketing perspective and what are emerging research areas?

Wang

2024

JRIM

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What is an interactive marketing perspective and whatare emerging research areas?Like most journals having specific scope and unique positioning, Journal of Research In Interactive Marketing aims to publish manuscripts with relevance to interactive marketing perspective. With the fast growing of reputations and impacts, JRIM has recently attracted a significantly higher number of submissions and consequently a higher reject rate. Quite a number of manuscripts submitted to the JRIM have been rejected or unsubmitted due to their not fitting to the theme of the journal. In a nutshell, interactive marketing, as one of the fastest growing fields in contemporary business world, is a multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction (Wang, 2021(Wang, , 2023. Platform-orchestrated multi-sided network interactions reshape the retail and advertising industry by prioritizing consumers' needs and source sharing through data-driven matchmaking. The process of value creation is rapidly shifting from the product-and firm-centric view to personalized and interactive customer experience. Accordingly, interactive marketing refers to a bilateral communication that emphasizes consumer active participation in the marketing process. While it has a relatively short history, emerged in the internet and digital age with a wide application of e-commerce (Deighton, 1996), interactive marketing discipline has dramatically expanded its scale and scope thanks to the newly developed technologies and social media platforms (Verma et al., 2023). As social media content is merging with online shopping, consumers are persistently browsing, exploring, sharing, and engaging with different forms of content, enhancing customer-brand engagement (Shen, 2023). Interactivity thus becomes an integral part of contemporary marketing practices from retailing, service, communication, to livestreaming and mobile marketing. Then what kind of research themes or manuscripts that we are looking for in the Journal of Research in Interactive Marketing?First, JRIM is seeking for manuscripts that advance new theoretical frameworks addressing emerging marketing phenomena or provide insightful guidelines to interactive marketing practices. Spearheaded by industry-wide marketing strategic applications under various interactive innovations, the advent of interactive marketing has witnessed the declining effectiveness of passive broadcast advertising and one-way persuasive communication. Despite dramatic changes in marketplaces, academic inquiry of the mechanisms of interactive marketing strategies has largely lagged behind industry innovation and market practices. Many submissions did not meet the JRIM publication standard due to their weak theoretical foundation or inadequate theoretical conceptualization. Essentially, a theory in marketing is a well-substantiated explanation of a business phenomenon that often incorporate laws, hypotheses and facts. We observed that some m...

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confidence: 99%

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Wang

2024

JRIM

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Research Streams in the Domain of Omnichannel in Marketing Management: Bibliometric Review

Жалінська

2024

viaeconomica

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Omnichannel is viewed as a new approach to the company’s marketing activity in an integrated environment that combines online and offline channels. For now, the omnichannel environment is actively transforming. The article has outlined the extant areas of omnichannel research in marketing management to form a whole view of omnichannel. To achieve this goal, a bibliometric performance analysis provided by the SCOPUS database, scientific mapping utilizing the VOSviewer program, and exploring the most cited papers have been conducted. Based on a study of 1125 documents regarding omnichannel within the 2013–2023 period, the bibliometric field of omnichannel research has been conducted and visualized, including total documents produced, subject areas, most productive sources, most impactful authors, top relevant institution affiliations, production of papers by country, thematic clustering, and review of the most cited articles. The scientific interest in the omnichannel issue appeared in 2013, and since then it has been steadily increasing maintaining “Business, Management and Accounting” as the top position. The majority of docs were published in the USA, China, and India. There has not been identified a strong concentration of publications at any university as well as the most productive source. Six high-ranking thematic clusters have been identified, i.e. managing sales online and offline, dimension of marketing and marketing strategy, commerce, retailing, customer experience and satisfaction. The earliest topic is related to commerce, and the latest one is connected to customer satisfaction. The issues of competition in the omnichannel environment, impact of the omnichannel on retail operations, metrics for monitoring omnichannel marketing, creating a positive service experience, and logistics as an off-topic have been highlighted in the most cited articles. The obtained results allow substantiating the modern agenda of omnichannel issues and the most priority areas of its research, to determine the sources of its scientific and methodological support on the way to further development.

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Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs)

Caraballo Payares,

Luna,

Carbal Herrera

2024

Panor. Econ.

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Background and objectives: This paper seeks to analyze the current state of digital marketing adoption by Small and Medium-sized Enterprises (SMEs) in Colombia and its consequent impact on these entities. To achieve this, the digital marketing strategies employed by Small and Medium-sized Enterprises across various sectors in the country are examined, aiming to understand their level of adoption. Methods: Qualitative study using document analysis methodology with content analysis to analyze the adoption and implementation of digital marketing in small and medium-sized enterprises (SMEs) in Colombia Findings: It was found that digital marketing strategies have a positive impact on the growth and development of businesses in Colombia. Despite this, many companies lack knowledge to implement these strategies. Conclusion: It is essential for Colombian Small and Medium-sized Enterprises to undergo constant training and updates in information and communication technologies. Small and Medium-sized Enterprises should invest in and educate their labor force on digital tools to enhance their positioning and financial performance.

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Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

Cited by 3 publications

References 63 publications

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Research Streams in the Domain of Omnichannel in Marketing Management: Bibliometric Review

Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs)

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