Marketing in Computer-Mediated Environments: Research Synthesis and New Directions

Journal of Marketing (2014), 78 (1), 20-40

Fox School of Business Research Paper No. 14-004

52 Pages Posted: 20 Dec 2013 Last revised: 31 Dec 2016

See all articles by Manjit S. Yadav

Manjit S. Yadav

Texas A&M University - Department of Marketing

Paul A. Pavlou

Temple University - Department of Management Information Systems; Temple University - Department of Strategic Management

Date Written: 2013

Abstract

Although an extensive body of research has emerged on marketing in computer-mediated environments (CMEs), the literature remains fragmented. As a result, insights and findings have accumulated without an overarching framework that provides structure and guidance to the rapidly-growing literature. We believe this is detrimental to long-term knowledge development in this area. To address this issue, we organize and synthesize findings from the literature using a framework structured around four key interactions in CMEs: consumer-firm interactions, firm-consumer interactions, consumer-consumer interactions, and firm-firm interactions. The proposed framework serves a valuable organizational function and helps identify a broad spectrum of gaps in the literature to advance the next generation of knowledge development.

Keywords: computer-mediated environments, digital markets, electronic marketplace, digital marketing, Internet marketing, digital marketing strategy, Internet and telecommunication technologies, theory development

Suggested Citation

Yadav, Manjit S. and Pavlou, Paul A., Marketing in Computer-Mediated Environments: Research Synthesis and New Directions (2013). Journal of Marketing (2014), 78 (1), 20-40; Fox School of Business Research Paper No. 14-004. Available at SSRN: https://ssrn.com/abstract=2369432

Manjit S. Yadav

Texas A&M University - Department of Marketing ( email )

430 Wehner
College Station, TX 77843-4218
United States

Paul A. Pavlou (Contact Author)

Temple University - Department of Management Information Systems ( email )

1810 N. 13th Street
Floor 2
Philadelphia, PA 19128
United States

Temple University - Department of Strategic Management ( email )

Fox School of Business and Management
Philadelphia, PA 19122
United States

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