Marketing in Computer-Mediated Environments: Research Synthesis and New Directions
Journal of Marketing (2014), 78 (1), 20-40
52 Pages Posted: 20 Dec 2013 Last revised: 31 Dec 2016
Date Written: 2013
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: Suggested Citation