1. See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/311896664
Trends and Future Directions in Online Marketing Research
Article in Journal of Internet Commerce · December 2016
DOI: 10.1080/15332861.2016.1258929
CITATIONS
25
READS
4,158
3 authors, including:
Some of the authors of this publication are also working on these related projects:
Trade in Services: A Study of Linkages between Regional Cooperation and Trade in Health Services View project
Bottom of the Pyramid, Rural Marketing View project
Gobinda Roy
International Management Institute Kolkata
25 PUBLICATIONS 175 CITATIONS
SEE PROFILE
Rituparna Basu
International Management Institute Kolkata
35 PUBLICATIONS 220 CITATIONS
SEE PROFILE
All content following this page was uploaded by Gobinda Roy on 12 July 2020.
The user has requested enhancement of the downloaded file.
2. Full Terms & Conditions of access and use can be found at
http://www.tandfonline.com/action/journalInformation?journalCode=wico20
Download by: [Indian Institute of Technology - Kharagpur] Date: 01 March 2017, At: 09:41
Journal of Internet Commerce
ISSN: 1533-2861 (Print) 1533-287X (Online) Journal homepage: http://www.tandfonline.com/loi/wico20
Trends and Future Directions in Online Marketing
Research
Gobinda Roy, Biplab Datta & Rituparna Basu
To cite this article: Gobinda Roy, Biplab Datta & Rituparna Basu (2017) Trends and Future
Directions in Online Marketing Research, Journal of Internet Commerce, 16:1, 1-31, DOI:
10.1080/15332861.2016.1258929
To link to this article: http://dx.doi.org/10.1080/15332861.2016.1258929
Published online: 23 Dec 2016.
Submit your article to this journal
Article views: 93
View related articles
View Crossmark data
4. Bangladesh. An estimated online population of 4.2 billion, which will be more
than half the global population in 2017, comes as a huge opportunity for
online marketers (McKinsey Report 2014).
Popular research indicates that the influence of demographic factors like
age, education, and income level influence Internet adoptions that conse-
quently affects online search intentions and behavior. While many would
argue that the Internet is more of a tool for youths, over the last decade the
increasing trends in Internet usage among adults (18 + ) and seniors (65 + )
are noted. In 2012, the Internet adoption rate of 86% and 59% for adults
and seniors, respectively, justifies the same (Smith 2014). Growing popularity
of social media giants like Facebook, LinkedIn, Pinterest, Instagram, and
Twitter (Duggan et al. 2015) across generations and nations also provides
an impetus to the Internet adoption rate. An important motivation of social
media interactions is a need to interact with peers through social media.
On account of online shopping, the trends are equally positive where 70%
of the U.S. shoppers are seen to have opted for buying things over the Internet
(Morris 2013).
As per the developmental model of media research (Wimmer and
Dominick 2000), Internet development and evolution has already crossed five
distinct phases. The first phase dealt with issues regarding Internet regulation,
function, technology standard, and so forth; the second phase covered issues
of Internet usage, perception, and attitude; the third phase showed effects of
the Internet; the fourth phase covered wireless Internet, IP TV, and online
streaming; and finally, it entered into the recent phase of Web 2.0, which
facilitates interaction of online users through interactive websites and social
networks (Nations 2016). While the Internet has become an integral part of
peoples’ daily lives, it has transformed the traditional marketplace with a
finely integrated physical and electronic component into a more accessible
and convenient digital market space (Varadarajan and Yadav 2009). From
1994, the advent of the Internet as a commercialized medium to market (Zeff
and Aronson 1999) has come a long way with a phenomenal growth of
Internet advertising from $7.2 billion in 2001 to $49.45 billion in 2014
(PwC 2015), attracting research attention in the domain of Internet marketing
and advertising.
In order to analyze growing research interest in the online market space,
this study performs the following tasks. First, the article briefly discusses
the approaches taken by previous researchers to understand the research
trends, and it presents a need for understating new research trends. Second,
it discusses method with details of sampling and coding to present keywords
in research trends from eight main topical areas in 10 top-tier marketing
journals. Third, it presents the top 10 key topics and performs a literature
review in each topical area. Based on the literature review, an online market-
ing effectiveness framework is presented to analyze the role of online
2 G. ROY ET AL.
5. marketing areas on financial and non-financial outcomes. Fourth, this study
discusses implications and future research directions in light of the research
trends and analysis. Finally, it shares limitations of this research and
concludes with new online marketing topics for future research.
Online marketing research trends
Three major trends in online marketing research have been noted (Kim and
McMillan 2008). First, there are studies with bibliometric analysis that details
authors, citations, co-citation network, school of thoughts in co-citation
network, and academic affiliation (Cho and Khang 2006). Second, a host of
research published in leading research journals highlights theoretical frame-
works in the realm of Internet marketing (Varadarajan and Yadav 2009) with
discussions on keyword usages and related trends. Some studies analyzed
the trends on Internet-related topics based on published articles only in a
particular journal (Varadarajan and Yadav 2009). Finally, research based on
observational and empirical studies specific to topics on Internet marketing
strategies with detailed sections on the research methodology, statistical
analysis, and findings have also been drawing a lot of interest (Kim and
Weaver 2002). Such research trend analysis based on articles published in
particular journals mostly addressing the issue from a broader angle, covered
areas in communication, marketing, and advertising. A few studies have tried
to exclusively understand the trends related to future and upcoming research
in the online marketing area.
Along with the increasing popularity of widespread usage of the Internet in
business, academic fields, and personal life, it has become important to
analyze how the top 10 marketing journals are keeping pace with the recent
developments in the Internet. There is also a need to analyze further whether
top journals are responsive/proactive enough to discern dynamic online
consumer behavior through cutting edge research and publications (Cho
and Khang 2006). The rapid pace of development in Internet technology in
the last decade provides opportunities and challenges to marketers and
researchers to apply new online marketing concepts in business and research
settings. These give rise to numerous Internet-related topics to be analyzed in
academic research. All topics may not have equal importance and relevance.
Hence, this raises a need to analyze how frequently different important topics
got mentioned in the top 10 leading journals.
Online marketing is getting enriched with many traditional and new
marketing concepts related to online marketing strategy and behavior
(Varadarajan and Yadav 2009). Previous research work has mostly stated a
broad spectrum of topics that got mentioned in research articles (Cho and
Khang 2006). Limited research has been conducted to understand the top
prevalent topics representing the most popular online marketing areas. This
JOURNAL OF INTERNET COMMERCE 3
6. creates a need for researchers to focus on identifying the top 10 Internet
research topics through detailed trend analysis. This trend analysis enables
researchers to analyze what future topics they should study in order to analyze
the dynamic nature of online marketing and online consumer behavior. To
fulfill the above research needs, this article attempts to address four broad
research questions for the purpose of greater clarity and focuses on research
trends.
Findings from the research questions may provide the following academic
and managerial implications. First, they show how the top 10 journals provide
new marketing insights to marketers and researchers through research
publications. Second, an in-depth analysis of frequently used topics in
research may provide guidance about how a proper marketing mix could
be devised by using topics from established and emerging online marketing
fields. Third, findings of top-10 topics can help marketers in combining top
researched online platforms and behavioral factors for optimal financial and
nonfinancial outcomes. Finally, discussion on future research can show how
trends analyses suggest new areas which have gotten little attention, but hold
more future potential through interactive communication with customers.
Hence, the research needs and their related implications lead to the following
research questions (RQs).
RQ1. What are the research trends in journal articles published in 10 top-tier adver-
tising journals in the domain of online behavior and Internet marketing?
RQ2. What are the frequencies of occurrence of various Internet-related topics in
all these leading journals?
RQ3. What are the top 10 research topics that got maximum attention in scholarly
research?
RQ4. What are the important areas for future research, and what are their
implications?
Method
Ten top-tier journals were selected on the basis of their high impact factors
and their special focus on online or interactive marketing. The impact factor
criteria ensured quality readership, citation, and high level of knowledge
development. Apart from the top three journals listed by the Academy of
Marketing Science, namely, Journal of Marketing, Journal of Marketing
Research, and Journal of Consumer Research (Cho and Khang 2006; Hult
et al. 1997), seven others were selected with the same criteria. Journal of
Advertising Research, Journal of Business Research, Journal of Interactive
Marketing, and Journal of Advertising, which have a niche focus on online
advertising, were also included in the list.
The literature review was planned in the following sequence: selection
of top 10 journals, selection of 8 main subject areas, and finally selection of
4 G. ROY ET AL.
7. topics based on research trends in each subject area. The basic idea of this
analysis was to understand research problem areas which were already being
addressed and the areas which were yet to see considerable research efforts.
Sample
The initial analysis contained 596 journal articles. A 15-year period (January
2000 to December 2014) was used as a filter. Considering the content
relevance criteria representing eight main topical areas in online marketing
(Cho and Khang 2006), the final sample of 536 articles was used for the
purpose of detailed analysis. Table 1 gives the list of the selected articles.
Most Internet-related articles in the sample were published in Journal of
Interactive Marketing, Journal of Advertising Research, and Journal of Business
Research. In the case of the top three journals, a 6.1% and 8.39% share of
publications were recorded for the Journal of Marketing and Journal of
Marketing Research, respectively. Journal of Consumer Research had the least
focus on Internet-related topics.
Coding procedure and categories
Each of the 536 articles was entered in an MS Excel database with the article
title, journal name, year of publication, keywords, author, and type of article.
Uniform single keyword code was used for different keywords that repre-
sented the same concept or topic (e.g., e-commerce and electronic commerce)
were coded as same. For articles without keywords, relevant keywords based
on the theme of abstract and research findings were used.
For categorization of the research topics, eight main subject areas as
referred by Cho and Khang (2006) were used for further in-depth analysis:
1. Online/Internet Marketing Issues;
2. Internet Usage, Perception, and Attitude;
3. Online Shopping and E-commerce;
4. Online Communication Issues;
Table 1. Number of online marketing research articles published in top 10 journals (2000–14).
Journal Number of articles
Journal of Interactive Marketing 121
Journal of Advertising Research 100
Journal of Business Research 78
Journal of Retailing 51
Journal of Marketing Research 45
Journal of Marketing Science 43
Journal of Marketing 33
Journal of Advertising 33
Journal of The Academy of Marketing Science 27
Journal of Consumer Research 5
Total number of articles 536
JOURNAL OF INTERNET COMMERCE 5
8. Table 2. Frequency, percentage, and overall rank of all related keywords in both established and
emerging online marketing domains (published in 10 top-tier journals).
Established research topics Frequency Percentage (%) Rank
Online/Internet Marketing Issues 327 61 1
Online marketing 89 17 1
Online advertising 44 8 6
Internet marketing 44 8 6
Internet advertising 24 5
Web advertising 26 5
Banner advertising 19 4
E-mail marketing 14 3
Online sales promotion 12 2
Click through rate (CTR) 12 2
Digital advertising 10 2
Online marketing tools 7 1
Interactive advertising 7 1
Online display advertisements 5 <1
Online sales channels 5 <1
Interactive marketing 4 <1
Online video advertisements 3 <1
Catalog shopping 2 <1
Internet Usage, Perception, and Attitude 288 54 2
Online consumer behavior 71 13 3
Online consumer reviews 40 7 7
Online purchase intention 35 7 8
Online trust 26 5
Online user behavior 23 5
Internet users 19 4
Attitudes toward website 17 3
Online search behavior 14 3
Demographic factors for Internet users 9 2
E-satisfaction 7 1
Web-based interaction 6 1
Web usage 6 1
Internet-User recall 5 <1
Virtual communities 3 <1
Internet survey 3 <1
Online customer engagement 2 <1
Online service quality 2 <1
Online Shopping and E-commerce 134 25 3
Electronic commerce 50 9 4
Online retailing 32 6 10
Online shopping 23 5
Online auction 15 3
Online pricing 10 2
Online bidding 2 <1
E-service 2 <1
Online Communication Issues 92 17 4
Online brand 27 5
Online content 22 4
Online communities 16 3
Online communication 12 2
Integrated marketing communications 6 1
Brand building 6 1
Media planning 3 <1
Website Design, Content, and Perception 79 15 5
Website features 45 8 5
(Continued)
6 G. ROY ET AL.
9. 5. Website Design, Content, and Perception;
6. Emerging Online Marketing Topics;
7. Social Media Marketing; and
8. Search Engine Marketing.
The coding of keywords and related categorization were done in two
phases. In phase one, all keywords were standardized and put in related
Table 2. Continued.
Established research topics Frequency Percentage (%) Rank
Interactivity of websites 14 3
Website design 8 2
Website reputation 6 1
B2B websites 3 <1
Website ranking 2 <1
Web casting 1 <1
Emerging Research Topics Frequency % Rank
Emerging online marketing topics 161 30 1
Word-of-Mouth advertising 84 16 2
User-generated content 19 4
Viral marketing 13 3
Blog 7 1
Relationship marketing 6 1
Content marketing 5 <1
Pop-Up advertising 3 <1
Web 2.0 3 <1
E-tail 3 <1
Social contagion 3 <1
Micro blogging 2 <1
Hybrid retailing models 2 <1
Permission marketing 2 <1
Digital measurement tools 1 <1
Call to action 1 <1
Podcast advertising 1 <1
Rich-Media advertising 1 <1
Retargeting 1 <1
Online affiliates marketing 1 <1
E-zines 1 <1
Mobile news website 1 <1
Opt-in, opt-out 1 <1
Social Media Marketing 98 18 2
Social network 34 6 9
Social media interaction 28 5
Social media marketing 11 2
Social media advertising 9 2
Facebook 6 1
Twitter 4 <1
YouTube 3 <1
Social network analysis 3 <1
Search Engine Marketing 65 12 3
Search advertising 23 4
Search intention 17 3
Search engine optimization 13 3
Paid search advertising 7 1
Website visit 5 <1
Total number of articles 536
JOURNAL OF INTERNET COMMERCE 7
10. categories. It was found that even after standardization, 40 keywords were
closely related to few other dominant keywords. In the second phase of
code refinement, all closely related keywords were grouped under a single
dominant keyword. In order to remove the bias in the second phase of coding,
two coders were assigned to individually group these 40 keywords with
other related dominant keywords. Finally, Kappa statistics was calculated to
measure the inter-coder reliability. Result showed that the Kappa statistics
value was 0.844 and significant (p < .000) (Viera and Garrett 2005). Table 2
presents the final list of all categorized keywords with their rankings based
on frequency.
In table 2, for the “Established Research Topics” section, the top five
categories were ranked from 1 to 5 based on the cumulative frequency scores
for all keywords under the category. Research topics were also ranked based
on their frequency of keywords for each of three subject areas.
Analysis and findings
The content analysis brought out interesting insights into the trends of
research in the area of Internet marketing. Online/Internet marketing issues
rank as the top category of research with a total frequency of 327 occurrences
(as seen in table 2). Similarly, the top 10 research topics in both established
and emerging marketing areas are also ranked in table 3.
Online marketing was found to be the most popular topic among
researchers, followed by word-of-mouth advertising and online consumer
behavior. This may be explained by the growing importance and impact of
word-of-mouth advertising in online business development and branding.
Website features, social network, and social media advertising also drew the
attention of researchers in the domain. For an in-depth understanding of
the extent and effect of select categories, the articles pertaining to them are
further analyzed according to their order of preferences (see coding scheme
in the appendix).
Table 3. Top 10 topics in online marketing research.
Keyword Frequency Percentage Rank
Online marketing 89 17 1
Word-of-Mouth advertising 84 16 2
Online consumer behavior 71 13 3
Electronic commerce 50 9 4
Website features 45 8 5
Online advertising 44 8 6
Internet marketing 44 8 7
Online consumer reviews 40 7 8
Online purchase intention 35 7 9
Social network 34 6 10
8 G. ROY ET AL.
11. Online/Internet marketing issues
The categories of online marketing and Internet marketing have been
interchangeably used in many articles. Internet marketing in general covered
marketing activities with the use of specific Internet tools such as Search
Engine Optimization, Pay-Per-Click (PPC), and E-mail Marketing. Online
marketing has a broader scope, covering aspects of Voice Broadcast, Wireless
Text Messaging, and Mobile Marketing along with those of Internet
Marketing like Website Marketing, E-mail Marketing, and Banner Advertis-
ing (Ereach Consulting 2015). In online marketing, website interactivity such
as “active control, two-way communication, and synchronicity” fetched a
positive response among Internet users (Liu 2003).
Research in this online marketing category identified 11 e-marketing
functions (tools) such as the webpage, homepage, configuration tools, banner
advertisement, and outbound e-mail for offering personalization functions to
online customers (Kalyanam and McIntyre 2002). Research also portrayed that
e-mail marketing is an effective marketing strategy for engaging online custo-
mers. Kumar, Zhang, and Luo (2014) studied the effects of customer charac-
teristics of online users and the intensity of marketing influences on their
opt-in and opt-out phases in e-mail marketing campaigns. Extant research
(Calder, Malthouse, and Schaedel 2009) also studied the influence of personal
engagement (like traditional media) and social interactive engagement (where
people engage through the web) on online advertising effectiveness. The
efficiency and effectiveness of online advertising, measured in terms of per-
centage click through repeat visit, animation, and related formats; click rates
across advertising formats like online banner, skyscrapers, and pop-up (Burns
and Lutz 2006; Fulgoni and Morn 2009; Kuisma et al. 2010); and their relative
impact on conventional sales, customer retention, and personal and social
engagement (Boehm 2008) were established by several studies.
Internet usage, perception, and attitude
In this category, researchers studied online users’ behavior toward advertise-
ment, online product display, and credibility of message on website. Specifi-
cally, studies on online consumer behavior scored the best in this category
with a third rank in the overall preferences. “Online consumer reviews” and
“online purchase intention” also received major attention from researchers.
Reviews of online consumers and their online purchase intention with ideas
on importance of the role of their trust, perceptions (Wang 2006), demographic
characteristics, product characteristics (Zhu and Zhang 2010), social media
influences (Powers et al. 2012), and their consequent decisions on visit and time
spent on the website (Bucklin and Sismeiro 2003) were interestingly addressed.
Studies on the impersonal nature of web shopping by engaging avatar (online
JOURNAL OF INTERNET COMMERCE 9
12. sales agent) especially for high involvement products were found to enhance
purchase intention (Holzwarth, Janiszewski, and Neumann 2006). The influ-
ence of such online interface type (such as 2-D vs. 3-D interface) on consumer
search processes were also established (Mazursky and Vinitzky 2005). In the
context of cultural influence, researchers (Mazaheri, Richard, and Laroche
2011) conducted studies on Chinese and Canadian people and analyzed
the effect of Hofstede’s (1991) cultural dimensions on website visitors. The three
most important emotions of pleasure, arousal, and dominance affecting online
purchase intentions were identified. The direct effect of online reviews on sales
(Chevalier and Mayzlin 2006) and their resultant effect on e-satisfaction (Rose
et al. 2012) within the purview of online privacy were also covered by various
researchers in the domain (Stanaland, Lwin, and Miyazaki 2011).
Online shopping and e-commerce
As per research studies, content characteristics and content features in online
reviews were found to influence consumers’ decisions for online shopping and
word-of-mouth (Li and Zhan 2011). Further research arrived at the fact that
online auction and bidding with detailed online auction features on product
quality provided more credibility to online bidders and improved bidding
performance (Li, Srinivasan, and Sun 2009). The use of product content and
user-generated content on websites also facilitated online shopping behavior
(Goldenberg, Oestreicher-Singer, and Reichman 2012), invoking a “positive
mental imagery” for the user of online products (Yoo and Kim 2014). In the
e-commerce industry, many e-commerce websites improve online sales
through careful selection of related keywords representing target products.
The intrinsic and extrinsic information of keywords affected the success of
online campaigns (Klapdor et al. 2014). Research studies found that many
factors like ability to buy unobserved, easy availability of product information,
and positive online shopping experience influenced compulsive buying among
online consumers (Kukar-Kinney, Ridgway, and Monroe 2009). Online
shopping behaviors are complex and are influenced by product information
and recommendation. However, online users exhibited less complex behaviors
when there was no consultation of the available product recommendation
(Senecal, Kalczynski, and Nantel 2005). Nevertheless, smoother navigation
process during online purchase stages had positive emotional effects on the
shoppers (Mummalaneni 2005). Special features like a smart shopping cart
with real-time feedback on budgets had different effects on the budget and
non-budget shoppers (Van Ittersum et al. 2013).
Online communication issues
Online communication in the form of online advertising significantly affected
online brand building (Hollis 2005) through positive word-of-mouth, website
10 G. ROY ET AL.
13. visits, increased brand advocacy, and click through rate (CTR). Yet, an
integration of online and offline consumer contact points was important
for long-term success (Graham and Havlena 2007). Online communication
tools such as online newsletters and magazines periodically sent to opt-in
users improved online branding and reflected purchase intention (Muller
et al. 2008). In the case of online promotions, non-monetary-based sales
promotions such as free gifts created higher levels of product and brand recall,
whereas monetary-based sales and promotions (like price discounts) resulted
in building only product recall (Crespo-Almendros and Del Barrio-García
2014). Online community-based customer-to-customer communication
influenced behaviors and purchase decisions (Adjei, Noble, and Noble
2010) and helped in the success of new products (Gruner, Homburg, and
Lukas 2014). Trust and perceived utility of the products were equally impor-
tant for building a positive brand relationship with online customers to
achieve long-term success for the firms (Morgan-Thomas and Veloutsou
2013). In this category, online content also attracted research attention.
Customized online content specific to culture were found to be more effective
(Singh, Baack, and Pereira 2008). On the whole, online content helps viral
marketing by inducing significant positive and negative emotions (Berger
and Milkman 2012).
Website design, content, and perception
The website as the first touch point with customers has an important role to
play across B2B and B2C platforms. Many research works have been conduc-
ted to measure website characteristics for effective client/user engagements.
Some research studies highlighted the importance of website organization
(layout) besides website interactivity, online trust mark, and enriched relevant
content in generating a positive attitude. Features like the online purchase
process, personalized shopping experience, and entertainment are mostly
secondary (Chakraborty, Lala, and Warren 2003; Poddar, Donthu, and Wei
2009). Few additional features like multimedia features, interface design,
promotional activities on websites, and loyalty programs were also noted by
certain studies (Dou and Krishnamurthy 2007). Research studies found that
visibility of website brand was improved along with higher search engine
ranking. Interactivity functions on the website helped in search engine
ranking and brand building. Interactivity functions with online content var-
iety and interactive search features on the websites helped with better ranking
in the search engine result pages (SERPs) (Tse and Chan 2004). This induced
favorable attitudes toward website and online brands (Van Noort, Voorveld,
and Van Reijmersdal 2012). Effects of website complexity (structural and
visual) and its influences also received attention from researchers (Mai
et al. 2014).
JOURNAL OF INTERNET COMMERCE 11
14. Status of emerging marketing theories
The following section presents new theoretical frameworks and emerging
trends in online marketing practices over the last 5–8 years.
Emerging online marketing topics
Word-of-Mouth advertising (WOM) has gained popularity among research-
ers. WOM advertising ranked second on the whole and first in the emerging
online marketing domain. In general, studies on WOM challenged the estab-
lished notion that only influential people and few highly connected individuals
can trigger WOM and viral marketing, but recent studies showed that in many
cases WOM-based viral marketing happened through moderately connected
people willing to share their information with others (Smith et al. 2007).
Another important topic that has attracted major attention in the last few years
is user-generated content (UGC). Research studies found the importance of
UGC and its role across social media sites in developing social interaction,
WOM, and brand relationship with greater insights into consumer perceptions
around products or brands (Smith, Fischer, and Yongjian 2012). The need to
understand customers’ motivation for content creation and design of market-
ing campaigns was reinforced for understanding the role of UGC in brand
building (Christodoulides and Jevons 2011). Other research studies found high
correlation among WOM and paid search inducing customers’ conversation,
conversions (Campbell et al. 2011; Keller and Fay 2012), and creating positive
influence on “moment of truth” and shared recommendations (Moran,
Muzellec, and Nolan 2014). Recent studies showed that major online retailers
allowed online consumer ratings on their websites as these online customer
reviews (OCR) influenced purchase decisions (Sridhar and Srinivasan 2012),
especially for weaker brands (Ho-Dac, Carson, and Moore 2013).
Social media marketing
Social media networks are becoming increasingly important for marketers for
spreading positive WOM among their online users (Fosdick 2012). The rise of
social media connect by Fortune 500 companies (about 83% by 2011) were
supported by the growing figures of online users going to social media as a
way to seek views about non-reputed brands (Naylor, Lamberton, and West
2012). These social media conversations often helped in the consumer
decision-making process (Powers et al. 2012). The importance of social media
analytics data from social networks such as Facebook, LinkedIn, and Google
+ helped marketers identify influential customers (Hinz, Schulze, and Takac
2014) and their online purchase intention (Jin and Phua 2014) in a cost
effective way. Instances of the introduction of shippable video advertising
in 2010 by Google and its consequent improvement in the viewing
12 G. ROY ET AL.
15. experiences and better customer engagement of online users were studied to
aid content generators (Pashkevich et al. 2012).
Search engine marketing
The vital role of search engines through organic and PPC channels assisted in
information search and made the business environment more transparent to
online stakeholders (Rangaswamy, Giles, and Seres 2009). Multi-channel
advertising (both online and offline) influencing online search behavior
(Laroche et al. 2013) were found to be more effective than traditional market-
ing due to their inherent cross effects. Based on the nature of products, it has
been found that search engine advertising is more effective than traditional
marketing (Dinner, Van Heerde, and Neslin 2014). Search engine marketing
plan is mainly based on keyword selection. The significance of keyword
selections conveying intrinsic and extrinsic information about concerned pro-
ducts on the basis of popularity (Jerath, Ma, and Park 2014) and its influences
on click behaviors were identified for creating successful campaigns (Klapdor
et al. 2014). Research confirmed that lesser known brands can get more
recognition through high volume keyword search advertisements and also pro-
vide valuable direction for formulating online marketing strategy (Yoo 2014).
Marketers collected data from search engines such as Google Trends and
combined it with sales data to generate insight about the impact of consumers’
pre-purchase information search and related sales conversion (Hu, Du, and
Damangir 2014). For making search engine marketing effective, positive
reviews for searched online products helped. Research confirmed that online
customers gave considerable importance to detailed online product reviews
once they found those products in SERPs (Jiménez and Mendoza 2013).
Online marketing effectiveness framework
An organizing framework (figure 1) has been developed to understand how
each subject area can contribute to achieve online marketing effectiveness.
In this framework, few important topics are taken from each subject area,
and it has been analyzed how these topics affect online marketing effectiveness.
Online marketing issues to online marketing effectiveness (line segment 2→1)
Extant research found that effective content and image in banner advertising
improved CTR (Lohtia, Donthu, and Hershberger 2003), advertising recall
(Danaher and Mullarkey 2003), and purchase intention (Manchanda et al.
2006). Similarly, e-mail marketing also improved marketing effectiveness
through an increase in the number of opt-in users (Kumar, Zhang, and
Luo 2014), customer attention, and engagement (Ellis-Chadwick and Doherty
2012). Research showed that online sales promotions improved users’ product
JOURNAL OF INTERNET COMMERCE 13
16. recall and brand awareness (Crespo-Almendros and Del Barrio-García 2014),
and deal size (Gopal et al. 2006), thus improving the ROI of online marketing.
Similarly, online sales channels (Montoya-Weiss, Voss, and Grewal 2003)
improved the effectiveness of salespeople (Johnson and Bharadwaj 2005),
and provided instant sales and support services to customers, which improved
their overall customer satisfaction.
Internet usage, perception, and attitude to online marketing effectiveness
(line segment 3→1)
Extant research showed that online consumer behavior and personality of
online users have a direct effect on viral marketing diffusion, e-mail opening
rate (Chiu et al. 2007), attitude toward website (Singh, Baack, and Pereira
2008), buyer–supplier relationships (Jap 2007), and buying online group deals
(Luo et al. 2014). Similarly, online purchase intention helped in converting
online users into buyers (Schlosser, White, and Lloyd 2006), generating repeat
orders (Posselt and Gerstner 2005), and virtual trials (Kim and Forsythe 2008).
The presence of online trust has a direct influence on online purchase
Figure 1. Organizing framework of online marketing effectiveness (adapted from Cho and
Khang 2006).
14 G. ROY ET AL.
17. intention, increased sign up, and WOM adoption (Schlosser, White, and Lloyd
2006). Virtual communities played an active role in propagating e-WOM
marketing message and online sales promotion (Wang, Yu, and Wei 2012).
Online shopping and e-commerce to online marketing effectiveness and
financial outcome (line segment 4→1 and 4→10)
Extant research confirmed that good product reviews on e-commerce
websites affected online persuasion and WOM adoption (Li and Zhan
2011). The increasing trend of online product exploration on e-commerce
websites enhanced customer-seller engagement and economic value (ROI)
through social commerce (Stephen and Toubia 2010), improved business
performance, realized low-cost operation through efficient use of online order
taking and e-procurement (Wu, Mahajan, and Balasubramanian 2003). The
research found that a good online shopping cart can reduce shopping cart
abandonment, thereby enhancing repeat visits and purchases (Kukar-Kinney
and Close 2010). Other topics like dynamic online pricing and free shipping
in online shopping have positive effects on online sales (Koukova, Srivastava,
and Steul-Fischer 2012; Weisstein, Monroe, and Kukar-Kinney 2013).
Online communication issues to online marketing effectiveness and website
design, content, and perception (line segment 5→1 and 5→6)
Strong online brand increased CTR and customers’ curiosity about products
and services (Hollis 2005), generated WOM and website visits (Graham and
Havlena 2007), enhanced market shares (Danaher, Wilson, and Davis
2003), created new sign up (Adjei, Noble, and Noble 2010), and enhanced
new product success through firm-hosted online brand community (Gruner,
Homburg, and Lukas 2014). Research also found that good online content
played a vital role in improving the experience of website navigation, thereby
increasing website visits (Rosen and Purinton 2004), developing a positive
attitude toward website and return visits (Raney et al. 2003).
Website design, content, and perception to online marketing effectiveness
(line segment 6→1)
Research showed that website features like enriched web content, customiza-
tion, interactivity, and web support features improved website ranking. This
helped in increasing CTR, website visits (Tse and Chan 2004), online branding
(Dou and Krishnamurthy 2007), and favorable attitude toward website
coupled with search intention (Sicilia, Ruiz, and Munuera 2005). Investing
in elaborate and user-friendly website designs improved the online trust,
purchase intention, and perceived value of website, and thus positively affected
signups, online shopping, website revisit, and engagement (Mummalaneni
2005; Schlosser, White, and Lloyd 2006; Steenkamp and Geyskens 2006;
Hausman and Siekpe 2009).
JOURNAL OF INTERNET COMMERCE 15
18. Emerging online marketing to online marketing effectiveness (line segment
7→1)
Customer product reviews on various online platforms generate UGC, which
drives WOM (Li and Zhan 2011), online brand perception (Christodoulides,
Jevons, and Bonhomme 2012), product sales (Tang, Fang, and Wang 2014),
and increased online visits (Goldenberg, Oestreicher-Singer, and Reichman
2012). Viral marketing also positively affected content sharing, online
engagement (Phelps et al. 2004), and product sales (Schulze, Schöler, and
Skiera 2014). Research showed that blogs also helped firms in developing
digital relationship, online customer engagement (Fosdick 2012; Balagué
and De Valck 2013), e-WOM generation, and website visits (Lin and
Huang 2006).
Social media marketing to online marketing effectiveness (line segment 8→1)
Research studies on social media marketing found that marketers reached
target segments through “likes” on Facebook (Lipsman et al. 2012), and
consumers were able to engage with brands and other users through
e-WOM (Powers et al. 2012). Research also showed the other important
effects of social media on sales (Stephen and Galak 2012) and customer equity
(Kim and Ko 2012), customer engagement by engaging customers with brand
posts on Fanpage (De Vries, Gensler, and Leeflang 2012), and improved
purchase intention (Wang, Yu, and Wei 2012).
Search engine marketing to online marketing effectiveness (line segment
9→1)
Research showed that an effective search engine optimization (SEO) and PPC
advertising placed the company website in the top position among SERPs and
hence enhanced website visits, CTR, visibility of brand, online sales (Pfeiffer
and Zinnbauer 2010; Chan et al. 2011; Dinner, Van Heerde, and Neslin
2014), and conversion rate (Agarwal, Hosanagar, and Smith 2011), which
improved the campaign performance and returns on the investments
(Klapdor et al. 2014).
It has been found from the above analysis that the relationship of each
subject area with financial outcome could be either direct or indirect. For
example, a good website design increases website visits, online engagement
with improved e-satisfaction, and online sales conversion (Segment
4→1→10) (Evanschitzky et al. 2004). Research also found that marketing
effectiveness in the form of e-WOM generation, online engagement, CTR,
and e-satisfaction resulted in obvious positive effects on customer value and
loyalty (Gruen, Osmonbekov, and Czaplewski 2006), repeat visits (Dahlén,
Rasch, and Rosengren 2003), conversion of prospects (Keller and Fay 2012),
e-satisfaction, new customer acquisition (Nam, Manchanda, and Chintagunta
2010), and subsequent sales (Chevalier and Mayzlin 2006).
16 G. ROY ET AL.
19. Discussion and implications
The increasing interest of researchers in Internet-related topics, especially in
the new millennium, were clearly spread across established and emerging
theories with two major foci: (1) business-to-customer (B2C) interaction over
the Internet and (2) business-to-business interactions (B2B) over the Internet.
Major literature is found on B2C over B2B interactions (Varadarajan and
Yadav 2009). In B2C interactions, major research interests are shown in
online consumer behavior, online consumer reviews, online purchase inten-
tion, comparison of online media with other traditional media (Kim and
McMillan 2008), perception (Cho and Khang 2006), and online trust. For
B2B interactions, popular research topics are online marketing, online
advertising, and website features. In the emerging areas, WOM advertising
(especially e-WOM), UGC, social network, search advertising, and viral
marketing are gaining popularity with some limited works in niche topics
like Web 2.0, blog, retargeting, and content marketing versus link building
(Fishkin 2013; Ball 2014).
Critical review of online marketing literature highlighted the focus of
respective journals in encouraging publications in online marketing space.
As compared to previous studies on online research trends, this study
performed a comprehensive analysis of online marketing trends into two
major categories: (1) established research topics and (2) emerging research
topics (refer to table 2). Publishing trends across the journals revealed the fact
that besides Journal of Interactive Marketing (which has a special focus on
online marketing), many other traditional reputed journals such as Journal
of Advertising Research, Journal of Business Research, and Journal of Marketing
Research are increasingly encouraging and publishing articles on online
marketing. Nine out of ten journals have two-digit publications in online
marketing fields in the last decade. This corroborates the fact that under-
stating online consumer behavior and reaching customers through online
marketing become important for both marketer and researchers (Ansari,
Mela, and Neslin 2008; Cheema and Papatla 2010). The same feeling was
resonated through profound interest in publishing online marketing articles
across these journals.
This article examined popularity of research topics (in terms of frequency)
in both established and emerging online marketing spaces. Though online
technologies are changing in rapid pace, “Online/Internet Marketing Issues”
ranked top among the main eight topical areas. Similarly, in “Emerging
Research Topics,” it has been found that “Emerging Online Marketing topics”
and “Social Media Marketing” got major research interest. This signified the
fact that the established online marketing tactics are not losing importance
and relevance; in fact, these topics are playing complementary roles in enhanc-
ing effectiveness of emerging online marketing techniques. This implies that
JOURNAL OF INTERNET COMMERCE 17
20. marketers should have a mix of established and emerging marketing
techniques for customer engagement. This supported the views of Kalyanam
and McIntyre (2002) and Naik and Raman (2003) for engaging customers
through proper online marketing mix.
When it comes to finding the popularity of individual marketing topics, the
majority of the top ranked key topics are from established online marketing
areas, and few are from emerging marketing areas. This trend indicates that
researchers are still focusing on traditional online marketing areas. Inclusion
of new online marketing topics in research could provide more realistic views
of real impact of online marketing. Since online media is growing in terms of
coverage, usage, and application (Cho and Khang 2006), more research focus
on emerging online topics would bring new valuable insights about online
behavior (Acar and Polonsky 2007) and marketing strategy to researchers
and marketers.
Top-10 research topics provided a consolidated finding about most-sought-
after research topics in online marketing space. Previous studies provided
fragmented macro-level views on trends of online research topics, but this
study showed the most important topics from both established and emerging
marketing areas. Interestingly, despite limited research work on emerging
theories, WOM got the second highest attention (16%) after online marketing
(18%). The importance of WOM also supported the finding that WOM is a
key driver of 20%–50% online purchase (Marketing Buzzar 2015). Eight out
of ten research topics got selected from established marketing areas. This
trend shows prevalent dominance of established online marketing topics
in Internet-related research. This ranking could provide marketers some
guidance about the important factors/platforms like online consumer review,
website feature, and social network for understanding consumer behavior and
framing online marketing strategy. Similarly, it provides a focused guidance to
researchers in selecting suitable topics which may bring insights about
dynamic and complex online behavior and online platforms.
Finally, an organizing online marketing effectiveness framework has been
presented with a view that all the online research topics may not directly
affect the financial outcome of a company’s marketing activities. This study
uniquely identified the topics that mainly affect non-financial outcomes in
the form of increased sign-ups, e-WOM generation, and increased visits on
website. Analysis showed that major research areas and topics have non-
financial effect. In has been found that sustained focus on these activities leads
to financial outcome (Chevalier and Mayzlin 2006). This framework provides
clear guidance to marketers to plan their marketing activities for financial and
non-financial outcomes. Similarly, it provides causal relationships among
online marketing topics. This helps researchers to select a mix of topics
(variables) based on their research objective to measure online marketing
outcomes.
18 G. ROY ET AL.
21. Future directions
In the context of Wimmer and Dominick’s (2000) developmental model of
media research, the present study reconfirmed that the Internet research trend
had entered the fifth stage, which covers research around the interactions of
online users on various Web 2.0 platforms like social media and interactive
websites. Research interest in this phase is still emerging and has a humble
representation of 2 out of the top 10 research topics in the domain. Overall
trend analysis of key topical areas showed that established research topics
are well ahead of emerging marketing topical areas in terms of research
interest and efforts. The results show that fewer efforts were given to analyze
new topics such as SEO, UGC, and social media, which provide interactive
connectivity between online platform and its users. Future research on these
topics could provide valuable guidance in enhancing return of investment on
marketing programs (Demers 2016). Similarly, current findings indicate
that topics from emerging online marketing areas represent only 26% of all
Internet-based topics (see table 2), whereas established online marketing
topics have 73.9% share. This fact was supported by the finding that many
new topics such as blog, viral marketing, content marketing, and paid search
advertising have gotten little attention (in terms of frequency) in trend
analysis. Hence, the new topics dealing with emerging online marketing
tactics require more rigorous studies in building new marketing theories
and models in future.
Interestingly, only two key topics including WOM advertising (16%) and
social network (6%) from emerging areas got second and tenth rank, respect-
ively, in the top-10 topic list (see table 3). The rest of the topics such as online
consumer behavior (third rank) and electronic commerce (fourth rank) are
shortlisted in the list from established online marketing areas. This finding
indicates that more research is yet to be carried out in the emerging online
marketing field. Hence, future research could conduct studies to compare
the effect of established and emerging online marketing tactics on online pur-
chase behavior. This can help marketers to evaluate best marketing programs
for both engaging old and new generation customers. Besides marketing
tactics, it is also important to employ online tools used for monitoring
effectiveness of marketing channels (Kiang, Raghu, and Shang 2000). This
trend analysis result found that both digital measurement tools (<1%) and
new marketing channels such as podcast advertising (<1%), retargeting
(<1%), and online affiliate marketing (<1%) are largely underrepresented.
Hence, future research could devote more efforts in measuring effectiveness
of online marketing channels using measurement tools such as a social
network analysis tool, Google Analytics, and so on (Plaza 2011).
Besides trend analysis of online research topics, a detailed literature review
on each topical area helped the researchers to develop an online marketing
JOURNAL OF INTERNET COMMERCE 19
22. effectiveness framework. It has been found that most research areas (seven out
of eight areas) directly addressed nonfinancial outcomes. The latest report from
Wordstream (2016) found that with improved functionality of online media,
many established online marketing tactics can directly improve financial out-
come (Smart Insights 2014; Shewan 2016). Hence, future research could explore
how other topical areas such as “Online Communication Issues” and “Website
Design, Content, and Perception” can directly affect financial outcomes.
Additionally, based on the detailed literature review in section 4, some
prospective research topics are discussed in detail in the following paragraphs
for future research directions. E-WOM has received major attention in recent
scholarly research. Earlier research on WOM studied its role on increased
website visits (Winer and Ilfeld 2002), online sales (Chevalier and Mayzlin
2006; Gopinath, Thomas, and Krishnamurthi 2014), consumer purchase
decisions (Chen and Xie 2008), and acquiring new sign-ups (Trusov, Bucklin,
and Pauwels 2009). The second type of research analyzed the antecedents of
e-WOM such as online campaign, authenticity of content source (Zhu and
Zhang 2010), paid advertising (Keller and Fay 2012), nature of content, and
behavioral attitudes of online customers (Tran and Strutton 2013). There is
limited research on how the nature of platforms (niche online forum versus
social media group) influences effectiveness of e-WOM. Future research on
e-WOM can explore its role in lead generation on social media for a specific
industry and explore how e-WOM drives organic search traffic to websites.
The blog is an important marketing tool for online marketers, and “blogs
are a phenomenon that you cannot ignore” (Baker and Green 2008). Previous
studies analyzed the role of blogs in increased website visitations (Lin and
Huang 2006), viral marketing, customer engagement with brand and blog
posts (Balagué and De Valck 2013), and purchase intention (Jin and Phua
2014). There are limited studies on how the type of content and frequency
of blog posts can enhance website visits, thus bringing in positive reviews
and improved search engine ranking. Future research could explore how blog
content can influence online purchase behavior. Most research studies on
social media focused on Facebook and Twitter. These studies analyzed the
role of social media (especially Facebook) in promoting products through
brand page (Jeong, Paek, and Lee 2013), generating followers through
corporate social responsibilities (CSR) initiative on company Fanpage, and
generating online referrals (Shi and Wojnicki 2014). Limited research has
been conducted on the role of new social media (LinkedIn, Pinterest, and
StumbleUpon). Future studies could explore the role of new media in
e-WOM generation, website visits, lead generation, and purchase intention.
Research studies on online purchase intention explored various factors
such as website quality (Lynch, Kent, and Srinivasan 2001), trust mark,
customized online pricing (Moon, Chadee, and Tikoo 2008), virtual trial of
online products, virtual tour (Kim and Forsythe 2008), social media
20 G. ROY ET AL.
23. conversations (Wang, Yu, and Wei 2012), views on micro blogging sites (Jin
and Phua 2014), and post sales service, which influenced online buying beha-
vior. Research studies also analyzed intrinsic factors of online buyers such as
consumer perceived value, perceived cost, trust and fear toward websites
(McCole, Ramsey, and Williams 2010), and personality, which affected online
purchase intention. Limited research has been conducted on how e-WOM can
positively affect purchase intention and what are the suitable online platforms
where OCR can directly affect purchase intention.
Limitations
The study has two major limitations. First, the study considers the top 10
journals consisting of 6 top marketing journals in overall ranking and 4 top
journals with online/interactive marketing focus. A few more journals with
special focus on the Internet (Cho and Khang 2006; Kim and McMillan
2008), such as the Journal of Interactive Advertising and the Journal of
Computer-Mediated Communication, could not be covered. The second
limitation is the unavailability of keywords in many articles published. In
these cases, the researchers have included keywords based on article abstracts,
and overall findings and conclusions using personal judgment. Coding of
keywords based on judgment of theme and findings rather than actual men-
tioned keywords may not serve the purpose of this study in a comprehensive
manner. It has also been found that many research articles covered topics
from two or more subject areas, resulting in overlapping theoretical concepts
among subject categories. This overlapping could have been minimized if
researchers could have taken a few more subjects areas for better categoriza-
tion. Besides these limitations, this article studied articles representing both
online and Internet marketing, but it could not cover articles on broader
aspects of online marketing (e.g., mobile marketing, wireless broadcast, text
messaging). Future research could explore trends in those areas in online
marketing.
Conclusions
With the introduction of broadband, wireless, and mobile Internet, and the
growing popularity of social media platforms, academic research on Internet
marketing has undergone major changes over the last few years as compared
to its earlier days. The introduction of Web 3.0 in the near future can bring
more challenges to marketers to understand the market dynamics and the
ever-changing online behavior of consumers. In the last decade, firms started
realizing the potential of the Internet as a cost-effective medium and started
developing their own marketing strategies to reach the online target segments.
As per McKinsey survey (Bughin et al. 2013), 82% of the companies surveyed
JOURNAL OF INTERNET COMMERCE 21
24. shared the fact that they used at least one social networking tool and that they
frequently used technologies such as video conferencing, social media
networking, and blogs for marketing. Similar development in published
research articles across top-10 journals also follows the same trend. While
“Online/Internet Marketing Issues” was the most preferred subject, the top
three frequently researched topics including online marketing (17%), WOM
advertising (16%), and online consumer behavior (13%) were the next to
receive attention. Among the recent emerging topics, social network ranked
ninth (6%) in the top 10 most frequently researched topics. Moreover, analysis
of the online marketing effectiveness framework revealed the fact that all eight
subject areas were related to each other and hence created a space to explore
new insights on subject-related interdependence in future research work.
There are limited studies on emerging topics such as micro blogging, podcast
advertising, and online affiliates marketing. This calls for more concerted
research in the online marketing space.
References
Acar, A. S., and M. Polonsky. 2007. Online social networks and insights into marketing com-
munications. Journal of Internet Commerce 6 (4):55–72. doi:10.1080/15332860802086227.
Adjei, M. T., S. M. Noble, and C. H. Noble. 2010. The influence of C2C communications in
online brand communities on customer purchase behavior. Journal of the Academy of
Marketing Science 38 (5):634–53. doi:10.1007/s11747-009-0178-5.
Agarwal, A., K. Hosanagar, and M. D. Smith. 2011. Location, location, location: An analysis of
profitability of position in online advertising markets. Journal of Marketing Research
48 (6):1057–73. doi:10.1509/jmr.08.0468.
Ansari, A., C. F. Mela, and S. A. Neslin. 2008. Customer channel migration. Journal of
Marketing Research 45 (1):60–76. doi:10.1509/jmkr.45.1.60.
Baker, S., and H. Green. 2008. Social media will change your business. http://www.bloomberg.
com/bw/stories/2008-02-20/social-media-will-change-your-businessbusinessweek-business-
news-stock-market-and-financial-advice (accessed July 21, 2015).
Balagué, C., and K. De Valck. 2013. Using blogs to solicit consumer feedback: The role of
directive questioning versus no questioning. Journal of Interactive Marketing 27 (1):62–73.
doi:10.1016/j.intmar.2012.06.002.
Ball, J. 2014. Link building and content marketing: Two different peas in a pod. Search Engine
Journal. http://www.searchenginejournal.com/link-building-content-marketing-two-different-
peas-pod/108865/ (accessed July 21, 2015).
Berger, J., and K. L. Milkman. 2012. What makes online content viral? Journal of Marketing
Research 49 (2):192–205. doi:10.1509/jmr.10.0353.
Boehm, M. 2008. Determining the impact of Internet channel use on a customer’s lifetime.
Journal of Interactive Marketing 22 (3):2–22. doi:10.1002/dir.20114.
Bucklin, R. E., and C. Sismeiro. 2003. A model of web site browsing behavior estimated on
clickstream data. Journal of Marketing Research 40 (3):249–67. doi:10.1509/jmkr.40.3.
249.19241.
Bughin, J. 2013. Organizing for change through social technologies: McKinsey Global Survey
results. http://www.mckinsey.com/insights/high_tech_telecoms_internet/organizing_for_
change_through_social_technologies_mckinsey_global_survey_results (accessed July 21,
2015).
22 G. ROY ET AL.
25. Burns, K. S., and R. J. Lutz. 2006. The function of format: Consumer responses to six on-line
advertising formats. Journal of Advertising 35 (1):53–63. doi:10.2753/joa0091-3367350104.
Calder, B. J., E. C. Malthouse, and U. Schaedel. 2009. An experimental study of the relation-
ship between online engagement and advertising effectiveness. Journal of Interactive
Marketing 23 (4):321–31. doi:10.1016/j.intmar.2009.07.002.
Campbell, C., L. F. Pitt, M. Parent, and P. R. Berthon. 2011. Understanding consumer conver-
sations around ads in a Web 2.0 world. Journal of Advertising 40 (1):87–102. doi:10.2753/
joa0091-3367400106.
Chakraborty, G., V. Lala, and D. Warren. 2003. What do customers consider important in B2B
websites? Journal of Advertising Research 43 (1):50–61. doi:10.2501/jar-43-1-50-61.
Chan, D. X., Y. Yuan, J. Koehler, and D. Kumar. 2011. Incremental clicks: The impact of
search advertising. Journal of Advertising Research 51 (4):643. doi:10.2501/jar-51-4-643-647.
Cheema, A., and P. Papatla. 2010. Relative importance of online versus offline information for
Internet purchases: Product category and Internet experience effects. Journal of Business
Research 63 (9):979–85. doi:10.1016/j.jbusres.2009.01.021.
Chen, Y., and J. Xie. 2008. Online consumer review: Word-of-mouth as a new element of
marketing communication mix. Management Science 54 (3):477–91. doi:10.1287/mnsc.
1070.0810.
Chevalier, J. A., and D. Mayzlin. 2006. The effect of word of mouth on sales: Online book
reviews. Journal of Marketing Research 43 (3):345–54. doi:10.1509/jmkr.43.3.345.
Chiu, H.-C., Y.-C. Hsieh, Y.-H. Kao, and M. Lee. 2007. The determinants of email receivers’
disseminating behaviors on the Internet. Journal of Advertising Research, World Advertising
Research Center 47 (4):524–34. doi:10.2501/s0021849907070547.
Cho, C.-H., and H. Khang. 2006. The state of internet-related research in communications,
marketing, and advertising: 1994–2003. Journal of Advertising 35 (3):143–63. doi:10.2753/
joa0091-3367350309.
Christodoulides, G., and C. Jevons. 2011. The voice of the consumer speaks forcefully in brand
identity. Journal of Advertising Research 51 (1):101–08.
Christodoulides, G., C. Jevons, and J. Bonhomme. 2012. Memo to marketers: Quantitative
evidence for change: How user-generated content really affects brands? Journal of
Advertising Research 52 (1):53–64. doi:10.2501/jar-52-1-053-064.
Crespo-Almendros, E., and S. Del Barrio-García. 2014. The quality of internet-user recall: A
comparative analysis by online sales-promotion types. Journal of Advertising Research 54
(1):56–70. doi:10.2501/jar-54-1-056-070.
Dahlén, M., A. Rasch, and S. Rosengren. 2003. Love at first site? A study of website advertising
effectiveness. Journal of Advertising Research 43 (01):25–33. doi:10.2501/jar-43-1-25-33.
Danaher, P. J., and G. W. Mullarkey. 2003. Factors affecting online advertising recall: A
study of students. Journal of Advertising Research 43 (03):252–67. doi:10.2501/jar-43-3-
252-267.
Danaher, P. J., I. W. Wilson, and R. A. Davis. 2003. A comparison of online and offline
consumer brand loyalty. Marketing Science 22 (4):461–76. doi:10.1287/mksc.22.4.461.24907.
De Vries, L., S. Gensler, and P. S. H. Leeflang. 2012. Popularity of brand posts on brand
fan pages: An investigation of the effects of social media marketing. Journal of Interactive
Marketing 26 (2):83–91. doi:10.1016/j.intmar.2012.01.003.
Demers, J. 2016. Which online marketing strategy has the best ROI? 2016. http://www.inc.
com/jayson-demers/which-online-marketing-strategy-has-the-best-roi.html (accessed
September 19, 2016).
Dinner, I. M., H. J. Van Heerde, and S. A. Neslin. 2014. Driving online and offline sales: The
cross-channel effects of traditional, online display, and paid search advertising. Journal of
Marketing Research 51 (5):527–45. doi:10.1509/jmr.11.0466.
JOURNAL OF INTERNET COMMERCE 23
26. Dou, W., and S. Krishnamurthy. 2007. Using brand websites to build brands online: A product
versus service brand comparison. Journal of Advertising Research 47 (2):193–206.
doi:10.2501/s0021849907070225.
Duggan, M., B. Ellison, N. Lampe, C. Lenhart, and M. Madden. 2015. Social media update
2014. http://www.pewinternet.org/2015/01/09/social-media-update-2014/ (accessed July 21,
2015).
Ellis-Chadwick, F., and N. F. Doherty. 2012. Web advertising: The role of e-mail marketing.
Journal of Business Research 65 (6):843–48. doi:10.1016/j.jbusres.2011.01.005.
Ereach Consulting. 2015. What is digital marketing & how it differs from internet marketing?
2015. http://www.ereachconsulting.com/what-is-digital-marketing/ (accessed July 21, 2015).
Evanschitzky, H., G. R. Iyer, J. Hesse, and D. Ahlert. 2004. E-satisfaction: A re-examination.
Journal of Retailing 80 (3):239–47.
Fishkin, R. 2013. SEO’s dilemma—Link building vs. content marketing—Whiteboard Friday.
https://moz.com/blog/seos-dilemma-link-building-vs-content-marketing-whiteboard-friday
(accessed December 8, 2016).
Fosdick, M. 2012. The globalization of social media: Consumer relationships with brands evolve
in the digital space. Strategic Direction 28 (6):564–570. doi:10.1108/sd.2012.05628faa.006.
Fulgoni, G. M., and M. P. Morn. 2009. Whither the click? How online advertising works.
Journal of Advertising Research 49 (2):134–42. doi:10.2501/s0021849909090175.
Goldenberg, J., G. Oestreicher-Singer, and S. Reichman. 2012. The quest for content: How
user-generated links can facilitate online exploration. Journal of Marketing Research 49
(4):452–68. doi:10.1509/jmr.11.0091.
Gopal, R. D., B. Pathak, A. K. Tripathi, and F. Yin. 2006. From Fatwallet to eBay: An inves-
tigation of online deal-forums and sales promotions. Journal of Retailing 82 (2):155–64.
doi:10.1016/j.jretai.2006.02.002.
Gopinath, S., J. S. Thomas, and L. Krishnamurthi. 2014. Investigating the relationship between
the content of online word of mouth, advertising, and brand performance. Marketing
Science 33 (2):241–58. doi:10.1287/mksc.2013.0820.
Graham, J., and W. Havlena. 2007. Finding the “missing link”: Advertising’s impact on word
of mouth, web searches, and site visits. Journal of Advertising Research 47 (4):427–35.
doi:10.2501/s0021849907070444.
Gruen, T. W., T. Osmonbekov, and A. J. Czaplewski. 2006. eWOM: The impact of customer-
to-customer online know-how exchange on customer value and loyalty. Journal of Business
Research 59 (4):449–56. doi:10.1016/j.jbusres.2005.10.004.
Gruner, R. L., C. Homburg, and B. A. Lukas. 2014. Firm-hosted online brand communities
and new product success. Journal of the Academy of Marketing Science 42 (1):29–48.
doi:10.1007/s11747-013-0334-9.
Hausman, A. V., and J. S. Siekpe. 2009. The effect of web interface features on consumer
online purchase intentions. Journal of Business Research 62 (1):5–13. doi:10.1016/j.jbusres.
2008.01.018.
Hinz, O., C. Schulze, and C. Takac. 2014. New product adoption in social networks: Why
direction matters. Journal of Business Research 67 (1):2836–44. doi:10.1016/j.jbusres.
2012.07.005.
Ho-Dac, N. N., S. J. Carson, and W. L. Moore. 2013. The effects of positive and negative online
customer reviews: Do brand strength and category maturity matter? Journal of Marketing
77 (6):37–53. doi:10.1509/jm.11.0011.
Hollis, N. 2005. Ten years of learning on how online advertising builds brands. Journal of
Advertising Research 45 (02):255–68. doi:10.1017/s0021849905050270.
Holzwarth, M., C. Janiszewski, and M. M. Neumann. 2006. The influence of avatars on online
consumer shopping behavior. Journal of Marketing 70 (4):19–36. doi:10.1509/jmkg.70.4.19.
24 G. ROY ET AL.
27. Hu, Y., R. Y. Du, and S. Damangir. 2014. Decomposing the impact of advertising: Augmenting sales
with online search data. Journal of Marketing Research 51 (3):300–19. doi:10.1509/jmr.12.0215.
Hult, G. T. M., W. T. Neese, and R. E. Bashaw. 1997. A ranking of marketing journals. http://
www.ams-web.org/?10 (accessed July 21, 2015).
Internet World Stats. 2014. World internet users statistics and 2014 world population stats.
http://www.internetworldstats.com/stats.htm (accessed February 2015).
Jap, S. D. 2007. The impact of online reverse auction design on buyer-supplier relationships.
Journal of Marketing 71 (1):146–59. doi:10.1509/jmkg.71.1.146.
Jeong, H. J., H.-J. Paek, and M. Lee. 2013. Corporate social responsibility effects on social
network sites. Journal of Business Research 66 (10):1889–95.
Jerath, K., L. Ma, and Y.-H. Park. 2014. Consumer click behavior at a search engine: The role of
keyword popularity. Journal of Marketing Research 51 (4):480–86. doi:10.1509/jmr.13.0099.
Jiménez, F. R., and N. A. Mendoza. 2013. Too popular to ignore: The influence of online
reviews on purchase intentions of search and experience products. Journal of Interactive
Marketing 27 (3):226–35. doi:10.1016/j.intmar.2013.04.004.
Jin, S. A., and J. Phua. 2014. Following celebrities’ tweets about brands: The impact of twitter-
based electronic word-of-mouth on consumers’ source credibility perception, buying
intention, and social identification with celebrities. Journal of Advertising 43 (2):181–95.
doi:10.1080/00913367.2013.827606.
Johnson, D. S., and S. Bharadwaj. 2005. Digitization of selling activity and sales force
performance: An empirical investigation. Journal of the Academy of Marketing Science
33 (1):3–18. doi:10.1177/0092070304266119.
Kalyanam, K., and S. McIntyre. 2002. The e-marketing mix: A contribution of the e-tailing wars.
Journal of the Academy of Marketing Science 30 (4):487–99. doi:10.1177/009207002236924.
Keller, E., and B. Fay. 2012. Word-of-mouth advocacy a new key to advertising effectiveness.
Journal of Advertising Research 52 (4):459–64.
Kiang, M. Y., T. S. Raghu, and K. H. Shang. 2000. Marketing on the Internet – Who can
benefit from an online marketing approach? Decision Support Systems 27 (4):383–93.
doi:10.1016/s0167-9236(99)00062-7.
Kim, A. J., and E. Ko. 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research 65 (10):1480–86.
doi:10.1016/j.jbusres.2011.10.014.
Kim, J., and S. Forsythe. 2008. Adoption of virtual try-on technology for online apparel
shopping. Journal of Interactive Marketing 22 (2):45–59. doi:10.1002/dir.20113.
Kim, J., and S. J. McMillan. 2008. Evaluation of internet advertising research: A bibliometric
analysis of citations from key sources. Journal of Advertising 37 (1):99–112.
Kim, S. T., and D. Weaver. 2002. Communication research about the Internet: A thematic
meta-analysis. New Media & Society 4 (4):518–38. doi:10.1177/146144402321466796.
Klapdor, S., E. M. Anderl, F. Von Wangenheim, and J. H. Schumann. 2014. Finding the right
words: The influence of keyword characteristics on performance of paid search campaigns.
Journal of Interactive Marketing 28 (4):285–301. doi:10.1016/j.intmar.2014.07.001.
Koukova, N. T., J. Srivastava, and M. Steul-Fischer. 2012. The effect of shipping fee structure
on consumers’ online evaluations and choice. Journal of the Academy of Marketing Science
40 (6):759–70. doi:10.1007/s11747-011-0281-2.
Kuisma, J., J. Simola, L. Uusitalo, and A. Öörni. 2010. The effects of animation and format
on the perception and memory of online advertising. Journal of Interactive Marketing
24 (4):269–82. doi:10.1016/j.intmar.2010.07.002.
Kukar-Kinney, M., and A. G. Close. 2010. The determinants of consumers’ online shopping
cart abandonment. Journal of the Academy of Marketing Science 38 (2):240–50.
doi:10.1007/s11747-009-0141-5.
JOURNAL OF INTERNET COMMERCE 25
28. Kukar-Kinney, M., N. M. Ridgway, and K. B. Monroe. 2009. The relationship between
consumers’ tendencies to buy compulsively and their motivations to shop and buy on
the internet. Journal of Retailing 85 (3):298–307. doi:10.1016/j.jretai.2009.05.002.
Kumar, V., X. Zhang, and A. Luo. 2014. Modeling customer opt-in and opt-out in a
permission-based marketing context. Journal of Marketing Research 51 (4):403–19.
doi:10.1509/jmr.13.0169.
Laroche, M., I. Kiani, N. Economakis, and M. O. Richard. 2013. Effects of multi-channel
marketing on consumers’ online search behavior: The power of multiple points of
connection. Journal of Advertising Research 53 (4):431–43.
Li, J., and L. Zhan. 2011. Online persuasion: How the written word drives WOM evidence
from consumer-generated product reviews. Journal of Advertising Research 51 (1):239–57.
doi:10.2501/jar-51-1-239-257.
Li, S., K. Srinivasan, and B. Sun. 2009. Internet auction features as quality signals. Journal of
Marketing 73 (1):75–92. doi:10.1509/jmkg.73.1.75.
Lin, Y.-S., and J.-Y. Huang. 2006. Internet blogs as a tourism marketing medium: A case study.
Journal of Business Research 59 (10):1201–05. doi:10.1016/j.jbusres.2005.11.005.
Lipsman, A., G. Mudd, M. Rich, and S. Bruich. 2012. The power of “like”: How brands reach
(and influence) fans through social-media marketing. Journal of Advertising Research 52
(1):40–52. doi:10.2501/jar-52-1-040-052.
Liu, Y. 2003. Developing a scale to measure the interactivity of websites. Journal of Advertising
Research 43 (02):207–16. doi:10.2501/jar-43-2-207-216.
Lohtia, R., N. Donthu, and E. K. Hershberger. 2003. The impact of content and design
elements on banner advertising click-through rates. Journal of Advertising Research
43 (04):410–18. doi:10.2501/jar-43-4-410-418.
Luo, X., M. Andrews, Y. Song, and J. Aspara. 2014. Group-buying deal popularity. Journal of
Marketing 78 (2):20–33. doi:10.2139/ssrn.2355968.
Lynch, P. D., R. J. Kent, and S. S. Srinivasan. 2001. The global internet shopper: Evidence
from shopping tasks in twelve countries. Journal of Advertising Research 41 (3):15–24.
doi:10.2501/jar-41-3-15-23.
Mai, R., S. Hoffmann, U. Schwarz, T. Niemand, and J. Seidel. 2014. The shifting range of
optimal web site complexity. Journal of Interactive Marketing 28 (2):101–16.
Manchanda, P., J.-P. Dubé, K. Y. Goh, and P. K. Chintagunta. 2006. The effect of banner
advertising on Internet purchasing. Journal of Marketing Research 43 (1):98–108.
doi:10.1509/jmkr.43.1.98.
Marketing Buzzar. 2015. Tracing word of mouth marketing origins in India. http://
marketingbuzzar.com/2015/11/tracing-word-of-mouth-marketing-origins-in-india/ (accessed
January 8, 2016).
Mazaheri, E., M.-O. Richard, and M. Laroche. 2011. Online consumer behavior: Comparing
Canadian and Chinese website visitors. Journal of Business Research 64 (9):958–65.
doi:10.1016/j.jbusres.2010.11.018.
Mazursky, D., and G. Vinitzky. 2005. Modifying consumer search processes in enhanced
on-line interfaces. Journal of Business Research 58 (10):1299–309. doi:10.1016/j.jbusres.
2005.01.003.
McCole, P., E. Ramsey, and J. Williams. 2010. Trust considerations on attitudes towards online
purchasing: The moderating effect of privacy and security concerns. Journal of Business
Research 63 (9):1018–24. doi:10.1016/j.jbusres.2009.02.025.
McKinsey Report. 2014. Offline and falling behind: Barriers to Internet adoption. http://www.
mckinsey.com/insights/high_tech_telecoms_internet/offline_and_falling_behind_barriers_
to_internet_adoption (accessed July 21, 2015).
26 G. ROY ET AL.
29. Montoya-Weiss, M. M., G. B. Voss, and D. Grewal. 2003. Determinants of online channel
use and overall satisfaction with a relational, multichannel service provider. Journal of
the Academy of Marketing Science 31 (4):448–58. doi:10.1177/0092070303254408.
Moon, J., D. Chadee, and S. Tikoo. 2008. Culture, product type, and price influences on
consumer purchase intention to buy personalized products online. Journal of Business
Research 61 (1):31–39. doi:10.1016/j.jbusres.2006.05.012.
Moran, G., L. Muzellec, and E. Nolan. 2014. Consumer moments of truth in the digital
context: How “Search” and “E-Word of Mouth” can fuel consumer decision-making.
Journal of Advertising Research 54:200–04. doi:10.2501/jar-54-2-200-204.
Morgan-Thomas, A., and C. Veloutsou. 2013. Beyond technology acceptance: Brand relation-
ships and online brand experience. Journal of Business Research 66 (1):21–27. doi:10.1016/j.
jbusres.2011.07.019.
Morris, B. 2013. More consumers prefer online shopping. http://www.wsj.com/articles/
SB10001424127887324063304578523112193480212 (accessed February, 2015).
Muller, B., L. Flores, M. Agrebi, and J.-L. Chandon. 2008. The branding impact of brand
websites: Do newsletters and consumer magazines have a moderating role? Journal of
Advertising Research 48 (3):465–72. doi:10.2501/s0021849908080471.
Mummalaneni, V. 2005. An empirical investigation of Web site characteristics, consumer
emotional states and on-line shopping behaviors. Journal of Business Research 58
(4):526–32. doi:10.1016/s0148-2963(03)00143-7.
Naik, P. A., and K. Raman. 2003. Understanding the impact of synergy in multimedia commu-
nications. Journal of Marketing Research 40 (4):375–88. doi:10.1509/jmkr.40.4.375.19385.
Nam, S., P. Manchanda, and P. K. Chintagunta. 2010. The effect of signal quality and contiguous
word of mouth on customer acquisition for a video-on-demand service. Marketing Science
29 (4):690–700. doi:10.1287/mksc.1090.0550.
Nations, D. 2016. What is Web 3.0 and is it here yet? http://webtrends.about.com/od/web20/a/
what-is-web-30.htm (accessed July 21, 2015).
Naylor, R. W., C. P. Lamberton, and P. M. West. 2012. Beyond the “like” button: The impact
of mere virtual presence on brand evaluations and purchase intentions in social media
settings. Journal of Marketing 76 (6):105–20. doi:10.1509/jm.11.0105.
Pashkevich, M., S. Dorai-Raj, M. Kellar, and D. Zigmond. 2012. Empowering online advertise-
ments by empowering viewers with the right to choose. Journal of Advertising Research
52:65–71.
Pfeiffer, M., and M. Zinnbauer. 2010. Can old media enhance new media? Journal of
Advertising Research 50:42–49. doi:10.2501/s0021849910091166.
Phelps, J. E., R. Lewis, L. Mobilio, D. Perry, and N. Raman. 2004. Viral marketing or electronic
word-of-mouth advertising: Examining consumer responses and motivations to pass along
email. Journal of Advertising Research 44 (04):333–48. doi:10.1017/s0021849904040371.
Plaza, B. 2011. Google analytics for measuring website performance. Tourism Management
32 (3):477–81. doi:10.1016/j.tourman.2010.03.015.
Poddar, A., N. Donthu, and Y. Wei. 2009. Web site customer orientations, Web site quality,
and purchase intentions: The role of Web site personality. Journal of Business Research 62
(4):441–50. doi:10.1016/j.jbusres.2008.01.036.
Posselt, T., and E. Gerstner. 2005. Pre‐sale vs. Post‐sale e‐satisfaction: Impact on repurchase
intention and overall satisfaction. Journal of Interactive Marketing 19 (4):35–47.
doi:10.1002/dir.20048.
Powers, T., D. Advincula, M. S. Austin, S. Graiko, and J. Snyder. 2012. Digital and social media
in the purchase decision process a special report from the advertising research foundation.
Journal of Advertising Research 52 (4):479–89.
JOURNAL OF INTERNET COMMERCE 27
30. PwC. 2015. IAB internet advertising revenue report 2014 full year results. 2015. http://www.iab.
net/media/file/IAB_Internet_Advertising_Revenue_FY_2014.pdf (accessed July 21, 2015).
Raney, A. A., L. M. Arpan, K. Pashupati, and D. A. Brill. 2003. At the movies, on the web: An
investigation of the effects of entertaining and interactive web content on site and brand
evaluations. Journal of Interactive Marketing 17 (4):38–53. doi:10.1002/dir.10064.
Rangaswamy, A., C. L. Giles, and S. Seres. 2009. A strategic perspective on search engines:
Thought candies for practitioners and researchers. Journal of Interactive Marketing 23
(1):49–60. doi:10.1016/j.intmar.2008.10.006.
Rose, S., M. Clark, P. Samouel, and N. Hair. 2012. Online customer experience in e-retailing:
An empirical model of antecedents and outcomes. Journal of Retailing 88 (2):308–22.
doi:10.1016/j.jretai.2012.03.001.
Rosen, D. E., and E. Purinton. 2004. Website design: Viewing the web as a cognitive landscape.
Journal of Business Research 57 (7):787–94.
Schlosser, A. E., T. B. White, and S. M. Lloyd. 2006. Converting web site visitors into buyers:
How web site investment increases consumer trusting beliefs and online purchase inten-
tions. Journal of Marketing 70 (2):133–48. doi:10.1509/jmkg.70.2.133.
Schulze, C., L. Schöler, and B. Skiera. 2014. Not all fun and games: Viral marketing for
utilitarian products. Journal of Marketing 78 (1):1–19. doi:10.1509/jm.11.0528.
Senecal, S., P. J. Kalczynski, and J. Nantel. 2005. Consumers’ decision-making process and
their online shopping behavior: A clickstream analysis. Journal of Business Research 58
(11):1599–608. doi:10.1016/j.jbusres.2004.06.003.
Shewan, D. 2016. 25 Ways to increase sales online. Wordstream 2016. http://www.wordstream.
com/blog/ws/2016/02/03/increase-sales-online (accessed August 31, 2016).
Shi, M., and A. C. Wojnicki. 2014. Money talks to online opinion leaders: What motivates
opinion leaders to make social-network referrals? Journal of Advertising Research 54
(1):81–91.
Sicilia, M., S. Ruiz, and J. L. Munuera. 2005. Effects of interactivity in a web site: The moder-
ating effect of need for cognition. Journal of Advertising 34 (3):31–44. doi:10.1080/
00913367.2005.10639202.
Singh, N., D. Baack, and A. Pereira. 2008. Culturally customizing websites for U.S. Hispanic
online consumers. Journal of Advertising Research 48 (2):224–34. doi:10.2501/
s0021849908080264.
Smart Insights. 2014. 8 Practical tips to increase E-commerce sales. http://www.
smartinsights.com/ecommerce/merchandising/emma-willis-8-tips-maximising-e-commerce-
sale/ (accessed August 31, 2016).
Smith, A. 2014. Usage and adoption. http://www.pewinternet.org/2014/04/03/usage-and-
adoption/ (accessed July 21, 2015).
Smith, A. N., E. Fischer, and C. Yongjian. 2012. How does brand-related user-generated
content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing
26 (2):102–13. doi:10.1016/j.intmar.2012.01.002.
Smith, T., J. R. Coyle, E. Lightfoot, and A. Scott. 2007. Reconsidering models of influence: The
relationship between consumer social networks and word-of-mouth effectiveness. Journal of
Advertising Research 47 (4):387–97. doi:10.2501/s0021849907070407.
Sridhar, S., and R. Srinivasan. 2012. Social influence effects in online product ratings. Journal
of Marketing 76 (5):70–88. doi:10.1509/jm.10.0377.
Stanaland, A. J., M. O. Lwin, and A. Miyazaki. 2011. Online privacy trustmarks: Enhancing the
perceived ethics of digital advertising. Journal of Advertising Research 51:511–23.
doi:10.2501/jar-51-3-511-523.
Steenkamp, J. E. M., and I. Geyskens. 2006. How country characteristics affect the perceived
value of web sites1. Journal of Marketing 70 3:136–50. doi:10.1509/jmkg.70.3.136.
28 G. ROY ET AL.
31. Stephen, A. T., and J. Galak. 2012. The effects of traditional and social earned media on sales:
A study of a microlending marketplace. Journal of Marketing Research 49 (5):624–39.
doi:10.1509/jmr.09.0401.
Stephen, A. T., and O. Toubia. 2010. Deriving value from social commerce networks. Journal
of Marketing Research 47 (2):215–28. doi:10.1509/jmkr.47.2.215.
Tang, T., E. Fang, and F. Wang. 2014. Is neutral really neutral? The effects of neutral user-
generated content on product sales. Journal of Marketing 78 (4):41–58. doi:10.1509/jm.13.0301.
Tran, G. A., and D. Strutton. 2013. What factors affect consumer acceptance of in-game adver-
tisements? Click “like” to manage digital content for players. Journal of Advertising Research
53 (4):455–69. doi:10.2501/jar-53-4-455-469.
Trusov, M., R. E. Bucklin, and K. Pauwels. 2009. Effects of word-of-mouth versus traditional
marketing: Findings from an internet social networking site. Journal of Marketing 73
(5):90–102. doi:10.1509/jmkg.73.5.90.
Tse, A. C. B., and C. Chan. 2004. The relationship between interactive functions and website
ranking. Journal of Advertising Research 44 (04):369–74. doi:10.1017/s0021849904040395.
Van Ittersum, K., B. Wansink, J. M. E. Pennings, and D. Sheehan. 2013. Smart shopping carts:
How real-time feedback influences spending. Journal of Marketing 77 (6):21–36.
doi:10.1509/jm.12.0060.
Van Noort, G., H. A. M. Voorveld, and E. A. van Reijmersdal. 2012. Interactivity in brand web
sites: Cognitive, affective, and behavioral responses explained by consumers’ online flow
experience. Journal of Interactive Marketing 26 (4):223–34. doi:10.1016/j.intmar.2011.11.002.
Varadarajan, R., and M. S. Yadav. 2009. Marketing strategy in an internet-enabled environ-
ment: A retrospective on the first ten years of JIM and a prospective on the next ten years.
Journal of Interactive Marketing 23 (1):11–22. doi:10.1016/j.intmar.2008.10.002.
Viera, A. J., and J. M. Garrett. 2005. Understanding interobserver agreement: The kappa
statistic. Family Medicine 37 (5):360–63.
Wang, A. 2006. When synergy in marketing communication online enhances audience
response: The effects of varying advertising and product publicity messages. Journal of
Advertising Research 46 (2):160–70. doi:10.2501/s0021849906060181.
Wang, X., C. Yu, and Y. Wei. 2012. Social media peer communication and impacts on
purchase intentions: A consumer socialization framework. Journal of Interactive Marketing
26 (4):198–208. doi:10.1016/j.intmar.2011.11.004.
Weisstein, F. L., K. B. Monroe, and M. Kukar-Kinney. 2013. Effects of price framing on
consumers’ perceptions of online dynamic pricing practices. Journal of the Academy of
Marketing Science 41 (5):501–14. doi:10.1007/s11747-013-0330-0.
Wimmer, R. D., and J. R. Dominick. 2000. Mass media research: An introduction. Belmont,
CA: Wadsworth.
Winer, R. S., and J. S. Ilfeld. 2002. Generating website traffic. Journal of Advertising Research
42 (5):49–61. doi:10.2501/jar-42-5-49-61.
Wu, F., V. Mahajan, and S. Balasubramanian. 2003. An analysis of e-business adoption and
its impact on business performance. Journal of the Academy of Marketing Science
31 (4):425–47. doi:10.1177/0092070303255379.
Yoo, C. Y. 2014. Branding potentials of keyword search ads: The effects of ad rankings on
brand recognition and evaluations. Journal of Advertising 43 (1):85–99. doi:10.1080/
00913367.2013.845541.
Yoo, J., and M. Kim. 2014. The effects of online product presentation on consumer responses:
A mental imagery perspective. Journal of Business Research 67 (11):2464–72. doi:10.1016/j.
jbusres.2014.03.006.
Zeff, R. L., and B. Aronson. 1999. Advertising on the internet. New York, NY: John Wiley &
Sons, Inc.
JOURNAL OF INTERNET COMMERCE 29
32. Zhu, F., and X. Zhang. 2010. Impact of online consumer reviews on sales: The moderating role
of product and consumer characteristics. Journal of Marketing 74 (2):133–48. doi:10.1509/
jmkg.74.2.133.
Appendix
Table A1. Coding scheme for major subject areas.
Topic title Main subtopics and content in this category
Online/Internet marketing
issues
These articles describe various marketing and advertising practices such as
banner advertising, e-mail marketing, online sales promotions, video
advertisements, etc.
Representative articles are Kalyanam and McIntyre (2002); Liu (2003); Burns
and Lutz (2006); Kumar, Zhang, and Luo (2014).
Internet usage, perception,
and attitude
Many articles in this category discuss online consumers’ behavior, effect of
online trust on online users’ attitudes toward websites, etc.
Representative articles are Bucklin and Sismeiro (2003); Mazursky and Vinitzky
(2005); Zhu and Zhang (2010); Mazaheri, Richard, and Laroche (2011).
Online shopping and
e-commerce
These articles discuss that many factors affecting e-commerce are online
persuasion, online auction, purchase behavior, paid search campaigns, etc.
The articles also present the fact that online retailing is influenced by smart
shopping carts, reviews on comparison sites, effects of online product
presentation, shipping options, etc.
Representative articles are Mummalaneni (2005); Kukar-Kinney, Ridgway, and
Monroe (2009); Goldenberg, Oestreicher-Singer, and Reichman (2012);
Klapdor et al. (2014).
Online communication
issues
This category covers articles about online brand and online content. Many
articles in this category discuss how online brand development can be
influenced and developed by online advertising, communication tools such
as e-newsletters, the quality of Internet-user recall, firm-hosted online
brand communities, interactivity of websites, etc. Many articles share
importance of online content for developing online marketing strategy and
building brand.
Representative articles are Graham and Havlena (2007); Adjei, Noble, and
Noble (2010); Berger and Milkman (2012); Crespo-Almendros and Del
Barrio-García (2014).
Website design, content,
and perception
This thematic category contains articles related to website designs, feature,
and interactivity of website in relation to online marketing and search
behavior. Two major focuses of this category are website features and
website interactivity. Website features are important for search engine
ranking, online brand building, influencing online shopping behaviors, etc.
Articles on interactivity of websites show the role of interactivity in search
engine ranking, attitudes toward website, website branding, customer
online information processing, etc.
Representative articles are Tse and Chan (2004); Dou and Krishnamurthy
(2007); Van Noort, Voorveld, and Van Reijmersdal (2012); Mai et al. (2014).
Emerging online
marketing topics
This new online marketing trend happened due to rapid changes in Internet
technology, last mile connectivity, increased web awareness, and adoption
of the Internet. Many articles in this category share facts about new and
emerging topics such as eWOM, Web 2.0, Micro blogging, retargeting, blog
marketing, etc.
Representative articles are Smith et al. (2007); Campbell et al. (2011); Ho-Dac,
Carson, and Moore (2013); Sridhar and Srinivasan (2012).
Social media marketing This category contains all articles related to social media and online activities
on social media. Many studies have found that social network has positive
effects on online brand, online referrals, social media interaction, online
product ratings, etc. Many articles discuss how social media interaction has
(Continued)
30 G. ROY ET AL.
33. Table A1. Continued.
Topic title Main subtopics and content in this category
great impact on user-generated content, and marketers take cues from
social interaction for developing marketing strategy.
Representative articles are Smith et al. (2007); Fosdick (2012); Pashkevich et al.
(2012); Naylor, Lamberton, and West (2012).
Search engine marketing This category contains articles related to two major search engine marketing
tactics, i.e., Search Engine Optimization (SEO) and Pay Per Click (PPC), used
for search engine ranking on major search engines such as Google, Yahoo,
Bing, etc. Articles discuss how marketers try to understand search intention
of online users/customers and devise search advertising strategies. Search
advertising has direct influence on online click-through rate (CTR),
consumers’ online search behavior, moderating consumer click behavior at
a search engine, driving online and offline sales.
Representative articles are Rangaswamy, Giles, and Seres (2009); Jiménez and
Mendoza (2013); Jerath, Ma, and Park (2014); Dinner, Van Heerde, and
Neslin (2014).
JOURNAL OF INTERNET COMMERCE 31
View publication stats
View publication stats
![Full Terms & Conditions of access and use can be found at
http://www.tandfonline.com/action/journalInformation?journalCode=wico20
Download by: [Indian Institute of Technology - Kharagpur] Date: 01 March 2017, At: 09:41
Journal of Internet Commerce
ISSN: 1533-2861 (Print) 1533-287X (Online) Journal homepage: http://www.tandfonline.com/loi/wico20
Trends and Future Directions in Online Marketing
Research
Gobinda Roy, Biplab Datta & Rituparna Basu
To cite this article: Gobinda Roy, Biplab Datta & Rituparna Basu (2017) Trends and Future
Directions in Online Marketing Research, Journal of Internet Commerce, 16:1, 1-31, DOI:
10.1080/15332861.2016.1258929
To link to this article: http://dx.doi.org/10.1080/15332861.2016.1258929
Published online: 23 Dec 2016.
Submit your article to this journal
Article views: 93
View related articles
View Crossmark data](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)