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

Elvira Ismagilova; Yogesh Dwivedi; Nripendra Rana

doi:10.1007/978-3-030-47595-6_12

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

Elvira Ismagilova^*
, Yogesh Dwivedi
, Nripendra Rana

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

7 Scopus citations

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.

Original language	English
Title of host publication	Advances in Digital Marketing and eCommerce - 1st International Conference, 2020
Editors	Francisco J. Martínez-López, Steven D’Alessandro
Publisher	Springer Science and Business Media B.V.
Pages	91-98
Number of pages	8
ISBN (Print)	9783030475949
DOIs	https://doi.org/10.1007/978-3-030-47595-6_12
State	Published - 2020
Externally published	Yes
Event	1st Digital Marketing and eCommerce Conference, DMeC 2020 - Barcelona, Spain Duration: 25 Jun 2020 → 26 Jun 2020

Publication series

Name	Springer Proceedings in Business and Economics
ISSN (Print)	2198-7246
ISSN (Electronic)	2198-7254

Conference

Conference	1st Digital Marketing and eCommerce Conference, DMeC 2020
Country/Territory	Spain
City	Barcelona
Period	25/06/20 → 26/06/20

Bibliographical note

Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords

Interactive marketing
Literature review
Unanticipated consequences

ASJC Scopus subject areas

General Business, Management and Accounting
General Economics, Econometrics and Finance

Access to Document

10.1007/978-3-030-47595-6_12

Cite this

Ismagilova, E., Dwivedi, Y., & Rana, N. (2020). Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research. In F. J. Martínez-López, & S. D’Alessandro (Eds.), Advances in Digital Marketing and eCommerce - 1st International Conference, 2020 (pp. 91-98). (Springer Proceedings in Business and Economics). Springer Science and Business Media B.V.. https://doi.org/10.1007/978-3-030-47595-6_12

Ismagilova, Elvira ; Dwivedi, Yogesh ; Rana, Nripendra. / Unanticipated Consequences of Interactive Marketing : Systematic Literature Review and Directions for Future Research. Advances in Digital Marketing and eCommerce - 1st International Conference, 2020. editor / Francisco J. Martínez-López ; Steven D’Alessandro. Springer Science and Business Media B.V., 2020. pp. 91-98 (Springer Proceedings in Business and Economics).

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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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Ismagilova, E, Dwivedi, Y & Rana, N 2020, Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research. in FJ Martínez-López & S D’Alessandro (eds), Advances in Digital Marketing and eCommerce - 1st International Conference, 2020. Springer Proceedings in Business and Economics, Springer Science and Business Media B.V., pp. 91-98, 1st Digital Marketing and eCommerce Conference, DMeC 2020, Barcelona, Spain, 25/06/20. https://doi.org/10.1007/978-3-030-47595-6_12

Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research. / Ismagilova, Elvira; Dwivedi, Yogesh; Rana, Nripendra.
Advances in Digital Marketing and eCommerce - 1st International Conference, 2020. ed. / Francisco J. Martínez-López; Steven D’Alessandro. Springer Science and Business Media B.V., 2020. p. 91-98 (Springer Proceedings in Business and Economics).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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PY - 2020

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AB - 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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KW - Literature review

KW - Unanticipated consequences

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Ismagilova E, Dwivedi Y, Rana N. Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research. In Martínez-López FJ, D’Alessandro S, editors, Advances in Digital Marketing and eCommerce - 1st International Conference, 2020. Springer Science and Business Media B.V. 2020. p. 91-98. (Springer Proceedings in Business and Economics). doi: 10.1007/978-3-030-47595-6_12

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

Abstract

Publication series

Conference

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this