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2020 | OriginalPaper | Buchkapitel

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

verfasst von : Elvira Ismagilova, Yogesh Dwivedi, Nripendra Rana

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: 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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Vorheriges Kapitel A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing

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Titel: Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research
verfasst von: Elvira Ismagilova
Yogesh Dwivedi
Nripendra Rana
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-47594-9

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

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-47595-6_12

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