The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. This fragmentation seems logically tied to the inherent complexity of the Internet, itself resulting from 50 years of evolution. Thus, our aim is to provide an integrative framework for research in digital marketing derived from the historical analysis of the Internet. Using practice theory and institutional theory, we outline a new type of institutional work: imprinting work. We apply this framework to the analysis of historical secondary sources. We find four cultural repertoires on the Internet (collaborative systems, traditional market systems, co-creation systems, and prosumption market systems) and describe the dynamics of imprinting work leading to their creation, showing how new systems are created by appropriating and assimilating existing cultural repertoires. We contribute to the digital marketing literature by providing a cultural framework and a theory explaining the dynamics of the creation of four cultural repertoires. Moreover, we outline three paths of potential evolution of the digital landscape. Our framework may help managers make sense of their digital strategy and navigate the various Internet systems.

This research explores the joint role of a diffusion of a scent congruent with the proposed product and two types of stimulation (instruction to imagine mentally and iconic stimulus) in order to improve the resulting individual creativity (in terms of fluidity or quantity of ideas generated).Through two experiments performed on 126 and 442 respondents, respectively, our results highlight the following: (1) The direct and positive effect of a diffusion of a scent congruent with the proposed product on the number of ideas generated. We find no support of mental imagery formation simplicity as a mediator of this relation; (2) The use of a mental imagery instruction reinforces the impact of a congruent scent on the number of ideas generated, whereas a pictorial stimulus does not play a moderating role in the relationship. The two types of stimuli therefore do not produce the same effects. The implications and managerial perspectives, limits and avenues for future research are further discussed.

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