Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research

Elvira Ismagilova (), Yogesh Dwivedi () and Nripendra Rana ()
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Elvira Ismagilova: University of Bradford
Yogesh Dwivedi: Swansea University
Nripendra Rana: University of Bradford

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 91-98 from Springer

Abstract: Abstract Internet and social media have created new opportunities and challenges for marketing practices. This research provides a comprehensive analysis of the unanticipated consequences of interactive marketing. The current study focuses on a number of aspects of interactive marketing research such as consumer-to-consumer and consumer-to-company communications, consumer brand engagement, impact of social influencers and online buzz, impact of online advertisement, companies adoption and use of new technologies by companies, consumer empowerment by digital technologies, complain handling, impact of mobile advertising, co-creation, and impact of social media marketing. This research provides a valuable synthesis of the relevant literature. The findings of this study could be used as an informative framework for both academics and practitioners.

Keywords: Interactive marketing; Unanticipated consequences; Literature review (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-47595-6_12

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