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Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
Ismagilova, Elvira Dwivedi, Y.K. Rana, Nripendra P.
Ismagilova, Elvira
Dwivedi, Y.K.
Rana, Nripendra P.
Publication Date
2020-05
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©The Editor(s) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020. Reproduced in accordance with the publisher's self-archiving policy.
The final publication is available at Springer via https://doi.org/10.1007/978-3-030-47595-6_12
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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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Accepted manuscript
Citation
Ismagilova E, Dwivedi Y and Rana N (2020) Unanticipated consequences of interactive marketing: systematic literature review and directions for future research. In: MartÃnez-López F and D'Alessandro S (Eds.) Advances in Digital Marketing and eCommerce. Springer Proceedings in Business and Economics. Springer: 91-98.
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Conference paper