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Marketing in Computer-Mediated Environments: Research Synthesis and New Directions

Yadav, Manjit S. - ; Pavlou, Paul A. - ;

Although an extensive body of research has emerged on marketing in computer-mediated environments (CMEs), the literature remains fragmented. As a result, insights and findings have accumulated without an overarching framework that provides structure and guidance to the rapidly-growing literature. We believe this is detrimental to long-term knowledge development in this area. To address this issue, we organize and synthesize findings from the literature using a framework structured around four key interactions in CMEs: 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..Printed Journal


Ketersediaan

Call NumberLocationAvailable
JM7801PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekInternet Marketing
Computer
Electronic marketplace
Digital Marketing
mediated environments
digital markets
digital marketing strategy
Internet and telecommunication technologies
theory development
ISBN/ISSN222429
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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