IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v39y2022i2p482-501.html
   My bibliography  Save this article

Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions

Author

Listed:
  • Varadarajan, Rajan
  • Welden, Roman B.
  • Arunachalam, S.
  • Haenlein, Michael
  • Gupta, Shaphali

Abstract

During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.

Suggested Citation

  • Varadarajan, Rajan & Welden, Roman B. & Arunachalam, S. & Haenlein, Michael & Gupta, Shaphali, 2022. "Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 482-501.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:2:p:482-501
    DOI: 10.1016/j.ijresmar.2021.09.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811621000689
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2021.09.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wu, Chih-Wen & Botella-Carrubi, Dolores & Blanco-González-Tejero, Cristina, 2024. "The empirical study of digital marketing strategy and performance in small and medium-sized enterprises (SMEs)," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    2. Fatemeh Ehsani & Monireh Hosseini, 2024. "Customer churn prediction using a novel meta-classifier: an investigation on transaction, Telecommunication and customer churn datasets," Journal of Combinatorial Optimization, Springer, vol. 48(1), pages 1-31, August.
    3. Yuan Feng & Ying Li & Changfei Nie, 2024. "Digital technology innovation and synergy of pollution control and carbon reduction: empirical evidence from digital patents in Chinese cities," Economic Change and Restructuring, Springer, vol. 57(6), pages 1-29, December.
    4. Vuchkovski, Davor & Zalaznik, Maja & Mitręga, Maciej & Pfajfar, Gregor, 2023. "A look at the future of work: The digital transformation of teams from conventional to virtual," Journal of Business Research, Elsevier, vol. 163(C).
    5. Elshaer, Ibrahim A. & Alrawad, Mahmaod & Lutfi, Abdalwali & Azazz, Alaa M.S., 2024. "Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Sudhanshu Joshi & Manu Sharma & Banu Y. Ekren & Yigit Kazancoglu & Sunil Luthra & Mukesh Prasad, 2023. "Assessing Supply Chain Innovations for Building Resilient Food Supply Chains: An Emerging Economy Perspective," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    7. Abadie, Amelie & Roux, Mélanie & Chowdhury, Soumyadeb & Dey, Prasanta, 2023. "Interlinking organisational resources, AI adoption and omnichannel integration quality in Ghana’s healthcare supply chain," Journal of Business Research, Elsevier, vol. 162(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:39:y:2022:i:2:p:482-501. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.