The impact of technological innovation on marketing: individuals, organizations and environment: a systematic review

Omar Ali, Valmira Osmanaj, Piotr Kwiatek, Mohammad Alryalat, Ranga Chimhundu and Yogesh K. Dwivedi

Economic Research-Ekonomska Istraživanja, 2023, vol. 36, issue 3, 2210661

Abstract: Marketing is the cornerstone of an organization as it is vital to both strategic planning and business operations. An organization’s long-run success depends on its ability to create value for its customers, and marketing plays a crucial role in achieving this goal. This review paper attempts to broaden the body of knowledge concerning the impact of technological innovation on the marketing sector by presenting a systematic review along with a set of paths for future research. A total of 93 articles from 716 articles were systematically selected from different academic journals between 1999 and 2019. The articles were reviewed and summarized according to the individual, organizational, and environmental impact of technological innovation on the marketing sector. The study elaborates on different applications of advanced technologies and their impact on the marketing sector. This will help in conceptualizing the impact of technological innovation on the marketing sector in future studies.

Date: 2023
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DOI: 10.1080/1331677X.2023.2210661

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