Digital Marketing: A Framework, Review and Research Agenda

P.K. Kannan and Hongshuang (Alice) Li (2017) "Digital marketing: A framework, review and research agenda", International Journal of Research in Marketing, 34(1), pp. 22-45.

69 Pages Posted: 21 Jul 2017

See all articles by P.K. Kannan

P.K. Kannan

University of Maryland - Robert H. Smith School of Business

Hongshuang (Alice) Li

Ohio State University (OSU) - Department of Marketing and Logistics

Date Written: March 1, 2017

Abstract

We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.

Keywords: Digital marketing, Online, Mobile, Internet, Search engine, User generated content, Omni-channel marketing

Suggested Citation

Kannan, Pallassana and Li, Hongshuang (Alice), Digital Marketing: A Framework, Review and Research Agenda (March 1, 2017). P.K. Kannan and Hongshuang (Alice) Li (2017) "Digital marketing: A framework, review and research agenda", International Journal of Research in Marketing, 34(1), pp. 22-45., Available at SSRN: https://ssrn.com/abstract=3000712

Pallassana Kannan (Contact Author)

University of Maryland - Robert H. Smith School of Business ( email )

Department of Marketing
College Park, MD 20742-1815
United States
301-405-2188 (Phone)
301-405-0146 (Fax)

Hongshuang (Alice) Li

Ohio State University (OSU) - Department of Marketing and Logistics ( email )

Fisher Hall 544
2100 Neil Ave
Columbus, OH 43210
United States

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