Marketing in Computer-Mediated Environments: Research Synthesis and New Directions

Although an extensive body of research has emerged on marketing in computer-mediated environments, the literature remains fragmented. As a result, insights and findings have accumulated without an overarching framework to provide structure and guidance to the rapidly increasing research stream, which is detrimental to long-term knowledge development in this area. To address this issue, the authors organize and synthesize findings from the literature using a framework structured around four key interactions in computer-mediated environments: consumer–firm interactions, firm–consumer interactions, consumer–consumer interactions, and firm–firm interactions. The proposed framework serves a valuable organizational function and helps identify a broad spectrum of gaps in the literature to advance the next generation of knowledge development.

• 저널Journal of Marketing · 78(1) · 20–40
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1509/jm.12.0020
• 저자Manjit S. Yadav, Paul A. Pavlou