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

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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

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Ketersediaan

Call Number	Location	Available
JM7801	PSB lt.dasar - Pascasarjana	1

Informasi Detail

Judul Seri

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No. Panggil

JM7801

Penerbit

: American Marketing Association.,

Deskripsi Fisik

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Bahasa

ISBN/ISSN

222429

Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Internet Marketing
Computer
Electronic marketplace
Digital Marketing
mediated environments
digital markets
digital marketing strategy
Internet and telecommunication technologies
theory development

Info Detail Spesifik

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Pernyataan Tanggungjawab

pa

Versi lain/terkait

Lampiran Berkas

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