Economics at your fingertips  

Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions

Rajan Varadarajan, Roman B. Welden, S. Arunachalam, Michael Haenlein and Shaphali Gupta

International Journal of Research in Marketing, 2022, vol. 39, issue 2, 482-501

Abstract: During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.

Keywords: Innovation; Digital innovation; Digital innovations for the greater good; Digital marketing innovation; Digital technology; Omnichannel marketing; Social media platforms; Influencer marketing (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

DOI: 10.1016/j.ijresmar.2021.09.002

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

Page updated 2022-06-12
Handle: RePEc:eee:ijrema:v:39:y:2022:i:2:p:482-501