Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

Venkatesh Shankar, Dhruv Grewal, Sarang Sunder, Beth Fossen, Kay Peters, Amit Agarwal

Research output: Contribution to journalArticlepeer-review

37 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)541-565
Number of pages25
JournalInternational Journal of Research in Marketing
Volume39
Issue number2
DOIs
StatePublished - Jun 2022

All Science Journal Classification (ASJC) codes

  • Marketing

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