Marketing in Computer-Mediated Environments: Research Synthesis and New Directions Academic Article uri icon

abstract

  • Although an extensive body of research has emerged on marketing in computer-mediated environments, the literature remains fragmented. As a result, insights and findings have accumulated without an overarching framework to provide structure and guidance to the rapidly increasing research stream, which is detrimental to long-term knowledge development in this area. To address this issue, the authors organize and synthesize findings from the literature using a framework structured around four key interactions in computer-mediated environments: consumerfirm interactions, firmconsumer interactions, consumerconsumer interactions, and firmfirm interactions. The proposed framework serves a valuable organizational function and helps identify a broad spectrum of gaps in the literature to advance the next generation of knowledge development.

published proceedings

  • JOURNAL OF MARKETING

altmetric score

  • 3.5

author list (cited authors)

  • Yadav, M. S., & Pavlou, P. A.

citation count

  • 183

complete list of authors

  • Yadav, Manjit S||Pavlou, Paul A

publication date

  • January 2014