Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches |
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| Institution: | 1. Texas A&M University, United States;2. Babson College, United States;3. Texas Christian University, United States;4. Indiana University, Bloomington, United States;5. University of Hamburg, Germany;6. Georgia State University, United States;1. Essec Business School, 3 Av. Bernard Hirsch, 95000 Cergy, France;2. Ivey Business School, Western University, 1255 Western Rd, London, ON N6G 0N1, Canada;3. Carson College of Business, Washington State University, 300 NE College Ave, Pullman, WA 99163, United States;1. Haslam College of Business, University of Tennessee, United States;2. Broad College of Business, Michigan State University, United States;3. KU School of Business, University of Kansas, United States;4. College of Business Administration, University of Texas at El Paso, United States;5. Indian School of Business, India;1. Indian Institute of Management Ahmedabad, Ahmedabad, India;2. Kelley School of Business, Indiana University, Bloomington, IN, United States;3. Indian School of Business, India;4. Darden Graduate School of Business, University of Virginia, 100 Darden Blvd., Charlottesville, VA 22903, United States;5. Goodman School of Business, Brock University (Canada), and Research Administration Center (RAC), Chiang Mai University (Thailand);1. University of Cologne, Department of Retailing and Customer Management, Albertus-Magnus-Platz 1, 50923 Cologne, Germany;2. Indian School of Business, Hyderabad, Telangana 500 111, India;3. Mays Business School, Texas A&M University, College Station, TX 77843, United States;4. Tilburg University, School of Economics and Management, Department of Marketing, Warandelaan 2, 5000LE Tilburg, The Netherlands;5. KU Leuven, Faculty of Economics and Business, Department of Marketing, Naamsestraat 69, 3000 Leuven, Belgium;1. Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, United States;2. Muma College of Business, University of South Florida, Tampa, FL 33620, United States;3. Eli Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;4. Leeds University Business School, University of Leeds, Leeds, LS2 9JT, UK;5. Peter J. Tobin College of Business, St. John’s University, Queens, NY 11439, United States |
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| Abstract: | Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts. |
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| Keywords: | Digital Marketing communication Global International Social media Mobile Internet B2C B2B C2C C2B |
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