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

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Elvira Ismagilova

    (University of Bradford)

  • Yogesh Dwivedi

    (Swansea University)

  • Nripendra Rana

    (University of Bradford)

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.

Suggested Citation

  • Elvira Ismagilova & Yogesh Dwivedi & Nripendra Rana, 2020. "Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 91-98, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_12
    DOI: 10.1007/978-3-030-47595-6_12
    as

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