Interactive Marketing: A Systematic Review and Research Agenda

Résumé fourni par la source

As post-hoc analyses show, interactive marketing in the new media age has served as a fragmented technique for transitioning from traditional modes of operation to dynamic and customized environments that blur the lines between brands and consumers. Several research papers have been published on interactive marketing, the impact of social media engagement, and brand loyalty. However, they remain fragmented because most produce different results based on different samples at various stages of business development. Nonetheless, there are no systematic reviews that combine all these findings into a comprehensive framework. However, many interactive marketing studies focus on short-term outcomes and do not take into account long-term effects such as brand equity and customer lifetime value. Selected articles were understudied with the requirement of a rigorous review process, which includes a thorough examination of the relevant literature. The implementation of this process is expected to result in the absence of a room for subjective judgment, as all selected studies were carefully evaluated using predetermined criteria. It was determined that the use of these technologies allows brands to interact with their customers in novel and creative ways, resulting in more engaging and dynamic experiences. That is, evaluating the effectiveness of marketing initiatives is critical to understanding their impact.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.