Affiliation:
1. Mays Business School, Texas A&M University
2. Fox School of Business, Temple University
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: consumer–firm interactions, firm–consumer interactions, consumer–consumer interactions, and firm–firm 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.
Subject
Marketing,Business and International Management
Cited by
305 articles.
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