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Marketing and Advertising: Trends of the Sector Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research

Authors : Elvira Ismagilova, Yogesh Dwivedi, Nripendra Rana

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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Abstract

Internet and social media have created new opportunities and challenges for marketing practices. This research provides a comprehensive analysis of the unanticipated consequences of interactive marketing. The current study focuses on a number of aspects of interactive marketing research such as consumer-to-consumer and consumer-to-company communications, consumer brand engagement, impact of social influencers and online buzz, impact of online advertisement, companies adoption and use of new technologies by companies, consumer empowerment by digital technologies, complain handling, impact of mobile advertising, co-creation, and impact of social media marketing. This research provides a valuable synthesis of the relevant literature. The findings of this study could be used as an informative framework for both academics and practitioners.

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previous chapter A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing
next chapter Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model
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Metadata
Title
Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research
Authors
Elvira Ismagilova
Yogesh Dwivedi
Nripendra Rana
Copyright Year
2020
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-47594-9

Electronic ISBN: 978-3-030-47595-6

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-47595-6_12