Digital Marketing: A Framework, Review and Research Agenda

Kannan, PK and H(A) Li (2017). Digital Marketing: A Framework, Review and Research Agenda, International Journal of Research in Marketing, 24, 22-45.

We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.