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A Thematic Exploration of Digital , Social Media, and Mobile
Marketing: Research Evolution from 2000 to 2015
and an Agenda for Future Inquiry
Lamberton & Stephen (2016)
W. Rofianto
Research Background
The “digital transformation of marketing ”over the past 15 years is
reflected in the ways that firms and customers have embraced new
technologies and, most interestingly, how technology has
facilitated novel market behaviors, interactions, and experiences.
The growth in the prominence of digital, social media, and mobile
(DSMM) marketing has paralleled technological innovations.
The breadth of DSMM topics that now
exist make such a comprehensive literature
review infeasible in a single article.
A substantial body of research published in marketing journals has
developed over the same time frame, attempting to make sense of
this sea change.
Purpose of The Study
Understand how the DSMM marketing research domain has
evolved in the major general marketing journals from a broad
perspective, and, most importantly, developing new research
directions to advance the literature and offer relevant insights for
marketing practice
Offers a macro-level and thematic discussion of DSMM topics as
they have evolved between 2000 and 2015.
Results
