Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

Ayşegül Sağkaya Güngör () and Tuğçe Ozansoy Çadırcı
Additional contact information
Ayşegül Sağkaya Güngör: Istanbul Medeniyet University
Tuğçe Ozansoy Çadırcı: Yıldız Technical University

Chapter Chapter 4 in The Palgrave Handbook of Interactive Marketing, 2023, pp 65-92 from Springer

Abstract: Abstract The most noticeable impact on interactive marketing was the evolution of digital channels. In the domain of contemporary interactive marketing, digital marketing is a remarkable area with its specific focus on interactivity. Focusing on the digital marketing domain as a subset of interactive marketing, this chapter first synthesizes the literature on digital marketing to provide a comprehensive review of the domain. At the same time, it aims to identify the dominant themes of five eras by reviewing 30 years (1990–2020) of research divided into five distinct periods. Then, it investigates the connection between practical and theoretical focuses of the digital marketing research domain while comparing the practical and theoretical evolvement in each era. The analysis reveals that digital marketing has evolved from business-oriented to consumer-oriented. In addition, theory and practice followed each other very closely and acted as triggers for each other in different periods. The chapter concludes with a discussion of the dominant themes of the last era to shed light on future research and give an insight into what is ahead in digital marketing.

Keywords: Interactive marketing; Digital channels; Bibliometrics; Historical research; Science mapping; Co-word analysis (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-14961-0_4

Ordering information: This item can be ordered from
http://www.springer.com/9783031149610

DOI: 10.1007/978-3-031-14961-0_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().