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The state of internet marketing research: A review of the literature and future research directions

机译:网络营销研究现状:文献综述及未来研究方向

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Purpose - The purpose of this study is to examine the internet marketing literature to determine howrninternet marketing research has evolved in terms of quantity, content, and publication outlets. Inrnaddition, the paper identifies important trends in the internet marketing literature and provides a viewrnof the research gaps and expected topical areas of interest.rnDesign/methodology/approach - A content analysis was performed on approximately 1,400rninternet-related marketing articles identified by searching the ABI/INFORM database. A total of 902rnpeer-reviewed internet marketing articles appearing in nearly 80 different journals were identified.rnThe study revealed that 60 percent of the internet research had been published in the last three years.rnThe three most researched internet marketing areas were consumer behavior, internet strategy, andrninternet communications. The topics with the highest growth over the past two years were researchrnissues and consumer search. Over the past 15 years, 14 articles appeared in the top three marketingrnjournals.rnFindings - The article identified important trends in the internet marketing research to providernfuture direction, particularly in terms of research gaps and expected topical areas of interest. The threernmajor research areas that are likely to grow in the next few years are: consumer trust pertaining to therninternet, the use of the internet by consumers for marketing related activities, and where is the internetrnheaded in terms of integrating strategies?rnOriginality/value - The study provides both academics and practitioners with an updated review ofrnthe internet marketing literature along with a sense of how internet marketing research is evolving.
机译:目的-这项研究的目的是检查互联网营销文献,以确定互联网营销研究在数量,内容和出版渠道方面的发展。此外,本文还指出了互联网营销文献中的重要趋势,并为研究空白和预期的主题领域提供了视角。设计/方法/方法-通过搜索ABI,对大约1,400篇与互联网相关的营销文章进行了内容分析。 / INFORM数据库。共有902篇经过同行评审的互联网营销文章被刊登在近80种不同的期刊上。研究表明,最近三年发表了60%的互联网研究.rn研究最多的三个互联网营销领域是消费者行为,互联网策略,andrninternet通信。在过去两年中增长最快的主题是研究问题和消费者搜索。在过去的15年中,排名前三的营销期刊中出现了14篇文章。研究发现-该文章确定了互联网营销研究中对提供商未来发展方向的重要趋势,尤其是在研究差距和预期的主题领域方面。未来几年可能会发展的三个主要研究领域是:与互联网相关的消费者信任,消费者对互联网进行营销相关活动的使用以及互联网在整合策略方面的领先地位?该研究为学者和从业人员提供了有关互联网营销文献的最新评论,以及对互联网营销研究的发展方向的了解。

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