Internet marketing: a content analysis of the research

Abstract

The amount of research related to Internet marketing has grown rapidly since the dawn of the Internet Age. A review of the literature base will help identify the topics that have been explored as well as identify topics for further research. This research project collects, synthesizes, and analyses both the research strategies (i.e., methodologies) and content (e.g., topics, focus, categories) of the current literature, and then discusses an agenda for future research efforts. We analyzed 411 articles published over the past eighteen years (1994-present) in thirty top Information Systems (IS) journals and 22 articles in the top 5 Marketing journals. The results indicate an increasing level of activity during the 18-year period, a biased distribution of Internet marketing articles focused on exploratory methodologies, and several research strategies that were either underrepresented or absent from the pool of Internet marketing research. We also identified several subject areas that need further exploration. The compilation of the methodologies used and Internet marketing topics being studied can serve to motivate researchers to strengthen current research and explore new areas of this research.

Tourism research on island destinations: a review

“…Two electronic databases were used as sources of information: WOS and SCOPUS. These databases were selected because they are the most commonly used resources in the literature when applying this methodology and because they facilitate such analytical work owing to their embedded software (Gerbic and Stacey, 2005; Corley et al , 2013).…”

“…All formats were taken into account, not only articles, and all the references obtained in the search were used, i.e. not just a single sample (Corley et al , 2013; Graneheim et al , 2017). Overall, 949 references related to island tourism were obtained.…”

Exploring the use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention

“…A recent survey reports that consumers spend around 33% of their time online (Corley II, Jourdan, & Ingram, 2013). As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers which has led to the emergence of online advertising.…”

“…Satisfaction can be transaction-specific or cumulative, and these have varying effects on consumer perceptions (Corley II, Jourdan, & Ingram, 2013). While equity, or "a fairness, lightness, or deservingness comparison to other entities, whether real or imaginary, individual or collective, person or non-person" (Dawes, Meyer-Waarden, & Driesener, 2015), is a driver of transaction-specific satisfaction, it is more of a post-satisfaction evaluation when modeling cumulative satisfaction.…”

“…The marketing opportunities fuelled by the internet can be viewed from three aspects (Corley II, Jourdan, & Ingram, 2013): enhanced selling process, enhanced customer buying experience, and enhanced customer usage experience. The selling process can be improved by customer input, customer targeting, customer aggregation, benefit selling, and achievement selling.…”