Journal ArticleDOI
Digital marketing: A framework, review and research agenda
P.K. Kannan,Hongshuang Li +1 more
TLDR
In this article, the authors present a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in marketing strategy process where digital technologies are having and will have a significant impact.About:
This article is published in International Journal of Research in Marketing.The article was published on 2017-03-01. It has received 749 citations till now. The article focuses on the topics: Digital marketing & Marketing research.read more
Citations
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Journal ArticleDOI
Digital Transformation: A Multidisciplinary Reflection and Research Agenda
Peter C. Verhoef,Thijs Broekhuizen,Yakov Bart,Abhi Bhattacharya,John Qi Dong,Nicolai Etienne Fabian,Michael Haenlein +6 more
TL;DR: In this article, the authors identify three stages of digital transformation: digitization, digitalization, and digital transformation, and delineate growth strategies for digital firms as well as the assets and capabilities required in order to successfully transform digitally.
Journal ArticleDOI
Setting the future of digital and social media marketing research: Perspectives and research propositions
Yogesh K. Dwivedi,Elvira Ismagilova,D. Laurie Hughes,Jamie Carlson,Raffaele Filieri,Jenna Jacobson,Varsha Jain,Heikki Karjaluoto,Hajer Kefi,Anjala S. Krishen,Vikram Kumar,Mohammad Mahmudur Rahman,Ramakrishnan Raman,Philipp A. Rauschnabel,Jennifer Rowley,Jari Salo,Gina A. Tran,Yichuan Wang +17 more
TL;DR: This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where it highlights the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
Journal ArticleDOI
The impact of digital transformation on the retailing value chain
TL;DR: In this article, a value-creation perspective is adopted to analyze how digitization started the erosion of institutional retailing as the primary interface to the customer and identify five new sources of value creation and propose how these advance and transform competition for this interface.
Journal ArticleDOI
Comparing automated text classification methods
TL;DR: Across all tasks the authors study, either random forest or naive Bayes (NB) performs best in terms of correctly uncovering human intuition, and the results suggest that marketing research can benefit from considering these alternatives.
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Frontline Service Technology infusion: conceptual archetypes and future research directions
TL;DR: In this paper, a conceptual approach integrating existing work on FST infusion with artificial intelligence, robotics, XR and blockchain literature, while also building on insights gathered through expert interviews and focus group conversations with members of two service research centers, is proposed.
References
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Journal ArticleDOI
Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: The authors address the role of marketing in hypermedia computer-mediated environments by considering hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...
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The Effect of Word of Mouth on Sales: Online Book Reviews
Judith A. Chevalier,Dina Mayzlin +1 more
TL;DR: The authors examine the effect of consumer reviews on relative sales of books at Amazon.com and Barnesandnoble.com, and find that reviews are overwhelmingly positive at both sites, but there are more reviews and longer reviews at Amazon and that an improvement in a book's reviews leads to an increase in relative sales.
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Measuring the Customer Experience in Online Environments: A Structural Modeling Approach
TL;DR: A structural model based on the previous conceptual model of flow that embodies the components of what makes for a compelling online experience is developed and provides marketing scientists with operational definitions of key model constructs and establishes reliability and validity in a comprehensive measurement framework.
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Understanding Customer Experience Throughout the Customer Journey
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Journal ArticleDOI
Using Online Conversations to Study Word-of-Mouth Communication
David Godes,Dina Mayzlin +1 more
TL;DR: It is found that online conversations may offer an easy and cost-effective opportunity to measure word of mouth and it is shown that a measure of the dispersion of conversations across communities has explanatory power in a dynamic model of TV ratings.