IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v125y2021icp772-779.html
   My bibliography  Save this article

Marketing in a data-driven digital world: Implications for the role and scope of marketing

Author

Listed:
  • Shah, Denish
  • Murthi, B.P.S.

Abstract

We are living in a world of data abundance and rapid technological advances in the digital realm. The consequences for marketing practices have been transformative. The Marketing Edge and Journal of Business Research sponsored this special issue to address the need for research in this domain. We draw upon past literature to trace how data-driven marketing practices and adoption of digital technologies have helped transform and expand the scope of marketing from a function that was primarily related to analyzing advertisements, to crafting analytics-driven customer-centric marketing, to a function that is fiscally responsible and increasingly technology enabled. The collection of nine studies in this special issue richly describes the challenges that marketing practitioners face and highlights research issues that need to be addressed.

Suggested Citation

  • Shah, Denish & Murthi, B.P.S., 2021. "Marketing in a data-driven digital world: Implications for the role and scope of marketing," Journal of Business Research, Elsevier, vol. 125(C), pages 772-779.
    • Handle: RePEc:eee:jbrese:v:125:y:2021:i:c:p:772-779
    DOI: 10.1016/j.jbusres.2020.06.062
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320304355
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.06.062?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Venkatram Ramaswamy & Wayne S. Desarbo & David J. Reibstein & William T. Robinson, 1993. "An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data," Marketing Science, INFORMS, vol. 12(1), pages 103-124.
    3. Mary R. Lind & Robert W. Zmud, 1991. "The Influence of a Convergence in Understanding Between Technology Providers and Users on Information Technology Innovativeness," Organization Science, INFORMS, vol. 2(2), pages 195-217, May.
    4. Geng Cui & Man Leung Wong & Hon-Kwong Lui, 2006. "Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming," Management Science, INFORMS, vol. 52(4), pages 597-612, April.
    5. Seshadri Tirunillai & Gerard J. Tellis, 2012. "Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance," Marketing Science, INFORMS, vol. 31(2), pages 198-215, March.
    6. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    7. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    8. Pradeep Chintagunta & Dominique M. Hanssens & John R. Hauser, 2016. "Editorial—Marketing Science and Big Data," Marketing Science, INFORMS, vol. 35(3), pages 341-342, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. You-Shyang Chen & Ying-Hsun Hung & Yu-Sheng Lin, 2023. "A Study to Identify Long-Term Care Insurance Using Advanced Intelligent RST Hybrid Models with Two-Stage Performance Evaluation," Mathematics, MDPI, vol. 11(13), pages 1-34, July.
    3. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    4. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    5. Kumar, Anil & Naz, Farheen & Luthra, Sunil & Vashistha, Rajat & Kumar, Vikas & Garza-Reyes, Jose Arturo & Chhabra, Deepak, 2023. "Digging DEEP: Futuristic building blocks of omni-channel healthcare supply chains resiliency using machine learning approach," Journal of Business Research, Elsevier, vol. 162(C).
    6. Volkmar, Gioia & Fischer, Peter M. & Reinecke, Sven, 2022. "Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management," Journal of Business Research, Elsevier, vol. 149(C), pages 599-614.
    7. Keshavarz, Ali Reza & Gölgeci, Ismail, 2023. "The value of the sales function: A multilevel examination of the effect of strategic marketing ambidexterity and industry contingencies," Journal of Business Research, Elsevier, vol. 156(C).
    8. Treiblmaier, Horst & Petrozhitskaya, Elena, 2023. "Is it time for marketing to reappraise B2C relationship management? The emergence of a new loyalty paradigm through blockchain technology," Journal of Business Research, Elsevier, vol. 159(C).
    9. Ngai, Eric W.T. & Wu, Yuanyuan, 2022. "Machine learning in marketing: A literature review, conceptual framework, and research agenda," Journal of Business Research, Elsevier, vol. 145(C), pages 35-48.
    10. Su, Jingqin & Zhang, Yajie & Wu, Xianyun, 2023. "How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    11. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    2. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    3. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    4. Imran Bashir Dar & Muhammad Bashir Khan & Abdul Zahid Khan & Bahaudin G. Mujtaba, 2021. "A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 242-261, September.
    5. Robert W. Palmatier & Andrew T. Crecelius, 2019. "The “first principles” of marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 5-26, June.
    6. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    7. Widmar, Nicole Olynk & Bir, Courtney & Clifford, McKenna & Slipchenko, Natalya, 2020. "Social media sentimentas an additional performance measure? Examples from iconic theme park destinations," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    8. Aron Culotta & Jennifer Cutler, 2016. "Mining Brand Perceptions from Twitter Social Networks," Marketing Science, INFORMS, vol. 35(3), pages 343-362, May.
    9. Lourenço, Carlos J.S. & Dellaert, Benedict G.C. & Donkers, Bas, 2020. "Whose Algorithm Says So: The Relationships Between Type of Firm, Perceptions of Trust and Expertise, and the Acceptance of Financial Robo-Advice," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 107-124.
    10. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.
    11. Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.
    12. Huang, Ming-Hui & Rust, Roland T., 2022. "A Framework for Collaborative Artificial Intelligence in Marketing," Journal of Retailing, Elsevier, vol. 98(2), pages 209-223.
    13. Cho, Daegon & Hwang, Youngdeok & Park, Jongwon, 2018. "More buzz, more vibes: Impact of social media on concert distribution," Journal of Economic Behavior & Organization, Elsevier, vol. 156(C), pages 103-113.
    14. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    15. Holopainen, Jani & Mattila, Osmo & Pöyry, Essi & Parvinen, Petri, 2020. "Applying design science research methodology in the development of virtual reality forest management services," Forest Policy and Economics, Elsevier, vol. 116(C).
    16. Rovelli, Paola & Benedetti, Carlotta & Fronzetti Colladon, Andrea & De Massis, Alfredo, 2022. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Journal of Business Research, Elsevier, vol. 139(C), pages 692-700.
    17. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    18. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Ana Oliveira-Brochado & F. Vitorino Martins, 2006. "Examining the segment retention problem for the “Group Satellite” case," FEP Working Papers 220, Universidade do Porto, Faculdade de Economia do Porto.
    20. Pelau Corina & Barbul Maria, 2021. "Consumers’ perception on the use of cognitive computing," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 15(1), pages 639-649, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:125:y:2021:i:c:p:772-779. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.