Trends and Future Directions in Online Marketing Research |
| |
Authors: | Gobinda Roy Rituparna Basu |
| |
Institution: | 1. Marketing Department, Vinod Gupta School of Management, IIT Kharagpur, West Bengal, India;2. Marketing, Retail, and Entrepreneurship, International Management Institute-Kolkata, Kolkata, India |
| |
Abstract: | Over the last decade, the increased adoption of the Internet in public life as well as in developing businesses has led to a phenomenal rise in academic research on online marketing. This article is set to extensively review scholarly articles appearing from 2000 to 2014 on the topic from 10 top-tier academic journals to understand the research trends in the domain. A literature review has reported eight major subjective categories with an analysis of online marketing effectiveness framework. This review found three most significant subject categories: (1) online marketing issues; (2) Internet usage, perception, and attitude; and (3) online shopping and e-commerce. Additionally, some new online marketing research topics such as word-of-mouth, user-generated content, and social network are also highlighted. Finally, a selection of research topics that got the maximum attention of researchers is presented along with discussion of the future research directions in the online marketing space. |
| |
Keywords: | Electronic word-of-mouth online marketing online research trends |
|
|