Digital marketing: A framework, review and research agenda

By P. K. Kannan, Hongshuang Li. 2017

1,363 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/4019bbdd18d796efc6b0fd43464c56940a4ee57d

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Citations in the corpus

Salesperson communication effectiveness in a digital sales interaction (2020, neutral): “The fact that digital technologies can fundamentally alter marketing processes (Kannan & Li, 2017; Kumar, Sharma, Vatavwalla, & Kumar, 2020) provides the impetus to study the efficacy of a salesperson in a technology-enabled, face-to-face buyer-seller exchange, or what we deem a digital sales…”
The influence of a digital strategy on the digitalization of new ventures: The mediating effect of digital capabilities and a digital culture (2021, background): “Digital processes are all activities that create value by means of digital technologies (BarNir et al., 2003; Kannan & Li, 2017).”
The digital revolution in the travel and tourism industry (2019, background): “In sum, there is a recognized need to develop digital marketing processes through innovation in both the informational and strategic components as well as the operational ones in traditional marketing practices (Kannan 2017).”
Frontline Service Technology infusion: conceptual archetypes and future research directions (2019, background): “To date, various authors have posited generic technology-related future research directions (e.g. van Doorn et al. , 2017; Kannan and Li, 2017; Larivière et al. , 2017) or zoomed-in on a particular technology like robotics (e.g. Wirtz et al. , 2018), smart devices and IoT (e.g. Ng and Wakenshaw,…”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “Therefore, we contribute to the H/U literature by highlighting the necessity of considering retailer brand differences in the product category’s H/U perceptions and bringing the H/U scales to the context of touchpoint management (Kannan and Li 2017).”
Priming social media and framing cause-related marketing to promote sustainable hotel choice (2020, background): “As more consumers make purchase decisions through online websites, marketing channels move from traditional platforms (e.g., magazines, newspapers) to digital format (Kannan & Li, 2017).”
Device Switching in Online Purchasing: Examining the Strategic Contingencies (2018, methodology): “By doing so, we contribute to the existing research on device switching as well as mobile and online marketing (e.g., Kannan and Li 2017; Verhoef et al. 2017).”
Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth (2020, background): “This issue is even more relevant in the online retail context, where these stages are less defined (Edelman and Singer 2015; Kannan and Li 2017).”
Digital transformation: A multidisciplinary reflection and research agenda (2021, neutral): “Market ﬁ gures show that consumers are shifting their purchases to online stores, and digital touchpoints have an important role in the customer journey a ﬀ ecting both online and o ﬄ ine sales (Kannan & Li, 2017).”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, methodology): “Based on the classification provided by Kannan and Li (2017) the overall topics were divided into four themes: environment, company, outcomes, and marketing strategies.”
Machine learning and AI in marketing – Connecting computing power to human insights (2020, neutral): “The rapid AI-driven transformation presents many interesting and important substantive issues, especially in the domain of digital marketing (Kannan & Li, 2017).”
Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy (2019, background): “The willingness to write reviews (positive or negative) demonstrates a more proactive interaction with the firm/brand (Kannan & Li, 2017).”