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

Author

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  • 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
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    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. 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).
    3. 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).
    4. 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.
    5. 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).

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