A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing

Laurent Busca () and Laurent Bertrandias ()
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Laurent Busca: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Laurent Bertrandias: TBS - Toulouse Business School, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. This fragmentation seems logically tied to the inherent complexity of the Internet, itself resulting from 50 years of evolution. Thus, our aim is to provide an integrative framework for research in digital marketing derived from the historical analysis of the Internet. Using practice theory and institutional theory, we outline a new type of institutional work: imprinting work. We apply this framework to the analysis of historical secondary sources. We find four cultural repertoires on the Internet (collaborative systems, traditional market systems, co-creation systems, and prosumption market systems) and describe the dynamics of imprinting work leading to their creation, showing how new systems are created by appropriating and assimilating existing cultural repertoires. We contribute to the digital marketing literature by providing a cultural framework and a theory explaining the dynamics of the creation of four cultural repertoires. Moreover, we outline three paths of potential evolution of the digital landscape. Our framework may help managers make sense of their digital strategy and navigate the various Internet systems.

Keywords: Digital marketing; Historical method; Digital cultures; Institutional theory; Practice theory; Cultural framework; Prospective (search for similar items in EconPapers)
Date: 2020
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Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-02391063v1
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Citations: View citations in EconPapers (9)

Published in Journal of Interactive Marketing, 2020, 49, pp.1-19. ⟨10.1016/j.intmar.2019.08.002⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02391063

DOI: 10.1016/j.intmar.2019.08.002

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