Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

Volume: 39, Issue: 2, Pages: 541 - 565
Published: Jun 1, 2022
Abstract
Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners,...
Paper Details
Title
Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Published Date
Jun 1, 2022
Volume
39
Issue
2
Pages
541 - 565
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