Unanticipated consequences of interactive marketing: systematic literature review and directions for future research

Yes === 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...

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Main Authors:	Ismagilova, Elvira, Dwivedi, Y.K., Rana, Nripendra P.
Language:	en
Published:	2020
Subjects:	Interactive marketing Unanticipated consequences Literature review
Online Access:	http://hdl.handle.net/10454/17923

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spelling	ndltd-BRADFORD-oai-bradscholars.brad.ac.uk-10454-179232021-05-11T05:01:00Z Unanticipated consequences of interactive marketing: systematic literature review and directions for future research Ismagilova, Elvira Dwivedi, Y.K. Rana, Nripendra P. Interactive marketing Unanticipated consequences Literature review Yes 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. 2020-06-18T14:53:53Z 2020-07-28T13:56:37Z 2020-06-18T14:53:53Z 2020-07-28T13:56:37Z 2020-05 2020-05-07 2020-06-18T13:53:55Z Conference paper Accepted Manuscript Ismagilova E, Dwivedi Y and Rana N (2020) Unanticipated consequences of interactive marketing: systematic literature review and directions for future research. In: Martínez-López F and D'Alessandro S (Eds.) Advances in Digital Marketing and eCommerce. Springer Proceedings in Business and Economics. Springer: 91-98. http://hdl.handle.net/10454/17923 en https://doi.org/10.1007/978-3-030-47595-6_12 ©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
collection	NDLTD
language	en
sources	NDLTD
topic	Interactive marketing Unanticipated consequences Literature review
spellingShingle	Interactive marketing Unanticipated consequences Literature review Ismagilova, Elvira Dwivedi, Y.K. Rana, Nripendra P. Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
description	Yes === 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.
author	Ismagilova, Elvira Dwivedi, Y.K. Rana, Nripendra P.
author_facet	Ismagilova, Elvira Dwivedi, Y.K. Rana, Nripendra P.
author_sort	Ismagilova, Elvira
title	Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
title_short	Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
title_full	Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
title_fullStr	Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
title_full_unstemmed	Unanticipated consequences of interactive marketing: systematic literature review and directions for future research
title_sort	unanticipated consequences of interactive marketing: systematic literature review and directions for future research
publishDate	2020
url	http://hdl.handle.net/10454/17923
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_version_	1719403619797696512

Unanticipated consequences of interactive marketing: systematic literature review and directions for future research

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