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(PDF) The Impact of Digital Marketing: A Systematic Literature Review
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(PDF) A Literature Review on Digital Marketing: The Evolution of a
as 'the Digital Transformation' of marketing, widely accepted and investigated by both. practitioners and a cademics. Digital advertiseme nts, e-commerce, mobile services, just to name. a few ...
A systematic literature review: digital marketing and its impact on
A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village ...
Digital marketing: A framework, review and research agenda
In 3 Digital environment, 4 Marketing actions, 5 Marketing outcomes, 6 Marketing research, 7 Marketing strategy, we review the literature around each element and touchpoint of the framework and discuss briefly open areas of inquiry. ... In order to understand digital marketing and its impact, it is essential to focus on how digital technologies ...
Impact of digital marketing
The paper is original in terms of reviewing the literature published on the topic, "impact of digital marketing", between years 2012 to 2020. As the world has been forced to go digital due to COVID-19 outbreak, it has become all the more significant to take an account of developments in the field of "digital marketing".
Digital transformation and marketing: a systematic and thematic
This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified ...
Review article How digital marketing evolved over time: A bibliometric
The following section contains a literature review followed by the research methodology. The next section includes results and discussion from the bibliometric analysis of the articles published in Scopus between 2000 and 2019. ... Some research, for example, looked at the impact of new laws on digital marketing (Hemsley, 2018; Sposit, 2019).
Digital Marketing and Technology Trends: Systematic Literature Review
Starting from this reality, the objective of this research is to offer an updated view of the field of study, methodology, and common terms related to research concerning the use of Instagram as a marketing strategy. To this end, a systematic literature review (SLR) is addressed in Scopus, a database in which 264 articles indexed from 2015 to ...
The Digital Marketing Toolkit: A Literature Review for the
4.2 Digital Marketing in Literature. The literature review identified nineteen articles, which described and/or analyzed two or more digital marketing tools (Table 2). These articles include a total of 162 citations of tools and methods that can potentially be used and leveraged by organizations to benefit from the new, digital marketing portfolio.
A systematic literature review: digital marketing and its impact on
An insight is provided into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance and also for increasing turnover by the use of digital marketing. Purpose This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital ...
The Impact of Digital Marketing: A Systematic Literature Review
the marketing that is performed by means of digital technology is called as digital. marketing. Digital marketing is considered as one of the variances of marketing that. employs the channel used ...
(PDF) A Literature Review on Digital Marketing: The Evolution of a
Journal of Social Media Marketing ISSN 2669-2015 A Literature Review on Digital Marketing: The Evolution of a Revolution Marina Basimakopoulou1*, Kostas Theologou1 and Panagiotis Tzavaras2 1 2 National Technical University of Athens, Greece European University of Cyprus, Cyprus ARTICLE INFO ABSTRACT Keywords: Digital Marketing, Social Media ...
A Literature Review on Digital Marketing: The Evolution of a Revolution
This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards ...
Information Technology Adoption on Digital Marketing: A Literature Review
This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer.
PDF Digital transformation and marketing: a systematic and ...
This article provides a systematic review of the extensive and fragmented litera-ture focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) stud-ied by previous research. By mapping the DT literature in the area of marketing, 117 articles ...
PDF Digital Marketing Strategies: a Comprehensive Literature Review
3. Types of digital marketing strategies Digital marketing aims to initiate transactions and for that "the design, marketing and placement of advertising space on the Internet" are essential elements of the attraction activity offered by tradesmen specialized in this field (Wirtz, 2019). At its core, digital
Impact of digital marketing
Bibliometric Review . Area Of Study. Purpose The purpose of this paper is to review the literature on the topic "impact of digital marketing" over the span of past eight years, published in various prominent research journals in the past eight years. The purpose of this paper is to act as a starting point for several further researches in ...
Artificial intelligence in marketing: A systematic literature review
One of the most exclusive studies of this area evaluated the impact of AI-enabled digital marketing programs on financially vulnerable customers (Mogaji et al., 2020). The study highlights the importance of human connection to ensure optimal customer engagement and experience and proposes a theoretical model that can serve as a critical ...
A systematic literature review: digital marketing and its impact
A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search ...
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as 'the Digital Transformation' of marketing, widely accepted and investigated by both. practitioners and a cademics. Digital advertiseme nts, e-commerce, mobile services, just to name. a few ...
A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village ...
In 3 Digital environment, 4 Marketing actions, 5 Marketing outcomes, 6 Marketing research, 7 Marketing strategy, we review the literature around each element and touchpoint of the framework and discuss briefly open areas of inquiry. ... In order to understand digital marketing and its impact, it is essential to focus on how digital technologies ...
The paper is original in terms of reviewing the literature published on the topic, "impact of digital marketing", between years 2012 to 2020. As the world has been forced to go digital due to COVID-19 outbreak, it has become all the more significant to take an account of developments in the field of "digital marketing".
This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified ...
The following section contains a literature review followed by the research methodology. The next section includes results and discussion from the bibliometric analysis of the articles published in Scopus between 2000 and 2019. ... Some research, for example, looked at the impact of new laws on digital marketing (Hemsley, 2018; Sposit, 2019).
Starting from this reality, the objective of this research is to offer an updated view of the field of study, methodology, and common terms related to research concerning the use of Instagram as a marketing strategy. To this end, a systematic literature review (SLR) is addressed in Scopus, a database in which 264 articles indexed from 2015 to ...
4.2 Digital Marketing in Literature. The literature review identified nineteen articles, which described and/or analyzed two or more digital marketing tools (Table 2). These articles include a total of 162 citations of tools and methods that can potentially be used and leveraged by organizations to benefit from the new, digital marketing portfolio.
An insight is provided into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance and also for increasing turnover by the use of digital marketing. Purpose This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital ...
the marketing that is performed by means of digital technology is called as digital. marketing. Digital marketing is considered as one of the variances of marketing that. employs the channel used ...
Journal of Social Media Marketing ISSN 2669-2015 A Literature Review on Digital Marketing: The Evolution of a Revolution Marina Basimakopoulou1*, Kostas Theologou1 and Panagiotis Tzavaras2 1 2 National Technical University of Athens, Greece European University of Cyprus, Cyprus ARTICLE INFO ABSTRACT Keywords: Digital Marketing, Social Media ...
This literature review aims at providing a comprehensive and consolidated representation on how Digital Transformation in Marketing has, so far, influenced value making for businesses and discuss prospective ways ahead. In particular, current key concepts that need to be redefined have been spotted, as well as challenges in the digital marketing sector that need to be tackled with regards ...
This study aims to understand the influence of Big data analysis on digital marketing. The methodologies used to approach this issue were: (a) a systematic literature review based on articles dated between 2014 and 2020; and (b) a bibliometric analysis of articles dated between 2000 and 2020 using the software VOSviewer.
This article provides a systematic review of the extensive and fragmented litera-ture focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) stud-ied by previous research. By mapping the DT literature in the area of marketing, 117 articles ...
3. Types of digital marketing strategies Digital marketing aims to initiate transactions and for that "the design, marketing and placement of advertising space on the Internet" are essential elements of the attraction activity offered by tradesmen specialized in this field (Wirtz, 2019). At its core, digital
Bibliometric Review . Area Of Study. Purpose The purpose of this paper is to review the literature on the topic "impact of digital marketing" over the span of past eight years, published in various prominent research journals in the past eight years. The purpose of this paper is to act as a starting point for several further researches in ...
One of the most exclusive studies of this area evaluated the impact of AI-enabled digital marketing programs on financially vulnerable customers (Mogaji et al., 2020). The study highlights the importance of human connection to ensure optimal customer engagement and experience and proposes a theoretical model that can serve as a critical ...
A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search ...