Content Analysis of Current Marketing Issues

Year 2022, Volume: 11 Issue: 2, 40 - 55, 31.12.2022

Günay Kurtuldu Begum Dolaskan

Abstract

In order to determine the changes and developments in the literature, it is important to apply content analysis for spesific study issues. The aim of this study is to gain an understanding about the recent development and issues in the field of marketing by examining the marketing journals with an impact factor of 5 and above, published in the SSCI, ESCI and Scopus indexes between the years 2020-2022. In this study, the content analysis of 114 published articles in 14 journal about determined criteria are analysed by using the qualitative content analysis. Examined articles are gathered around six groups representing the research results: “digital marketing and types of marketing associated with digital marketing”, “other current types of marketing”, “types of marketing associated with traditional marketing”, “sustainable marketing and types of marketing associated with sustainable marketing”, “types of marketing associated with marketing strategies”, “neuromarketing and types of marketing related to neuromarketing”. In the theoretical and practical framework, this study provides an academic guide to the marketing researchers and practitioners about current marketing issues. Additionally, it points to problematics that need to be addressed in future research in the field of marketing.

Keywords

current marketing, digital marketing, content analysis, journal review

Güncel Pazarlama Konularının İçerik Analizi

Abstract

Literatürdeki değişimin ve gelişmelerin tespit edilebilmesi adına spesifik çalışma konularına yönelik içerik analizlerinin gerçekleştirilmesi önemlidir. Bu çalışma, 2020-2022 yılları arasında SSCI, ESCI ve Scopus indekslerinde yayınlanan, etki faktörü 5 ve üzerinde olan pazarlama dergilerini inceleyerek pazarlama alanında ortaya çıkan güncel gelişmeleri ve konuları tespit etmeyi amaçlamaktadır. Belirlenen kriterler doğrultusunda ön plana çıkan 14 dergide ulaşılan 114 makalenin içerik analizi, nitel içerik analiz yönteminden yararlanılarak yapılmıştır. Araştırma sonucunda incelenen makalelerdeki pazarlama konuları “dijital pazarlama ve dijital pazarlama ile bağlantılı pazarlama türleri”, “diğer güncel pazarlama türleri”, “geleneksel pazarlama ile bağlantılı pazarlama türleri”, “sürdürülebilir pazarlama ve sürdürülebilir pazarlama ile bağlantılı pazarlama türleri”, “pazarlama stratejileri ile bağlantılı pazarlama türleri”, “nöropazarlama ve nöropazarlama ile bağlantılı pazarlama türleri” olmak üzere altı grup etrafında toplanmıştır. Teorik ve pratik çerçevede bu çalışma, pazarlama araştırmacılarına ve uygulayıcılarına güncel pazarlama konuları hakkında genel bir çerçeve sunmaktadır. Aynı zamanda, pazarlama alanında gerçekleştirilecek gelecekteki araştırmalarda irdelenmesi gereken sorunsallarla ilgili işaretler vermektedir.

Keywords

güncel pazarlama, dijital pazarlama, içerik analizi, dergi incelemesi

References

• Ameen, N., Sharma, G. D., Tarba, S., Rao, A., & Chopra, R. (2022). Toward Advancing Theory on Creativity in Marketing and Artificial Intelligence. Psychology & Marketing, 39(9), 1802-1825.
• Anderson, S. J., Chintagunta, P., Germann, F., & Vilcassim, N. (2021). Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda. Journal of Marketing, 85(3), 78-96.
• Arndt, A. D., Ford, J. B., Babin, B. J., & Luong, V. (2022). Collecting Samples from Online Services: How to Use Screeners to Improve Data Quality. International Journal of Research in Marketing, 39(1), 117-133.
• Bachmann, J.-T., Ohlies, I., & Flatten, T. (2021). Effects of Entrepreneurial Marketing on New Ventures' Exploitative and Exploratory Innovation: The Moderating Role of Competitive Intensity and Firm Size. Industrial Marketing Management, 92, 87-100.
• Badenes-Rocha, A., Bigne, E., & Ruiz, C. (2022). Impact of Cause-Related Marketing on Consumer Advocacy and Cause Participation: A Causal Model Based on Self-Reports and Eye-Tracking Measures. Pscyhology & Marketing, 39(1), 214-226.
• Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (2021). An Integrated Artificial Intelligence Framework for Knowledge Creation and B2B Marketing Rational Decision Making for Improving Firm Performance. Industrial Marketing Management, 92, 178-189.
• Bai, H., McColl, J., & Moore, C. (2022). Luxury Fashion Retailers' Localised Marketing Strategies in Practice - Evidence from China. International Marketing Review, 39(2), 352-370.
• Bajde, D., Chelekis, J., & Dalena, A. (2022). The Megamarketing of Microfinance: Developing and Maintaining an Industry Aura of Virtue. International Journal of Research in Marketing, 39(1), 134-155.
• Baldo, D., Viswanathan, V. S., Timpone, R. J., & Venkatraman, V. (2022). The Heart, Brain, and Body of Marketing: Complementary Roles of Neurophysiological Measures in Tracking Emotions, Memory, and Ad Effectiveness. Psychology & Marketing, 39(10), 1979-1991.
• Bashirzadeh, Y., Mai, R., & Faure, C. (2022). How Rich is too Rich? Visual Design Elements in Digital Marketing Communications. International Journal of Research in Marketing, 39(1), 58-76.
• Belli, A., O’Rourke, A.-M., Carrillat, F. A., Pupovac, L., Melnyk, V., & Napolova, E. (2022). 40 Years of Loyalty Programs: How Effective are They? Generalizations from A Meta-Analysis. Journal of the Academy of Marketing Science, 50, 147-173.
• Bhatia, V. (2020). Drivers and Barriers of Permission-Based Marketing. Journal of Research in Interactive Marketing, 14(1), 51-70.
• Biemans, W., Malshe, A., & Johnson, J. S. (2022). The Sales-Marketing Interface: A Systematic Literature Review and Directions for Future Research. Industrial Marketing Management, 102, 324-337.
• Bleier, A., Goldfarb, A., & CatherineTucker. (2020). Consumer Privacy and the Future of Data-Based Innovation and Marketing. International Journal of Research in Marketing, 37(3), 466-480.
• Borah, D., Banerjee, S., Lin, Y. -T., Jain, A., & Eisingerich, A. B. (2020). Improvised Marketing Interventions in Social Media. Journal of Marketing, 84(2), 69-91.
• Brown, T., Abduljabbar, M., Englund, S., & Treen, E. (2018). Twenty-Five Years and Counting: An Analysis of the Journal of Strategic Marketing. Journal of Strategic Marketing, 26(2), 125-139.
• Busca, L., & Bertrandias, L. (2020). A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing. 49(1), 1-19.
• Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer Marketing within Business-to-Business Organisations. Industrial Marketing Management, 106, 338-350.
• Casidy, R., & Yan, L. (2022). The Effects of Supplier B2B Sustainability Positioning on Buyer Performance: The Role of Trust. Industrial Marketing Management, 102, 311-323.
• Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in Personalized Marketing: Trends and Ways Forward. Psychology & Marketing, 39(8), 1529-1562.
• Chang, C.-T., & Chu, X.-Y. (2020). The Give and Take of Cause-Related Marketing: Purchasing Cause-Related Products Licenses Consumer Indulgence. Journal of the Academy of Marketing Science, 48, 203-221.
• Chatterjee, S., Rana, N. P., Tamilmani, K., & Sharma, A. (2021). The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context. Industrial Marketing Management, 97, 205-219.
• Chen, C., & Yao, M. Z. (2022). Strategic Use of Immersive Media and Narrative Message in Virtual Marketing: Understanding the Roles of Telepresence and Transportation. Psychology & Marketing, 39(3), 524-542.
• Cho, J. Y., & Lee, E.-H. (2014). Reducing Confusion about Grounded Theory and Qualitative Content Analysis: Similarities and Differences. The Qualitative Report, 19(32), 1-20.
• Christofi, M., Vrontis, D., Leonidou, E., & Thrassou, A. (2020). Customer Engagement Through Choice in Cause-Related Marketing: A Potential for Global Competitiveness. International Marketing Review, 37(4), 621-650.
• Chung, K. C. (2020). Green Marketing Orientation: Achieving Sustainable Development in Green Hotel Management. Journal of Hospitality Marketing & Management, 29(6), 722-738.
• Chung, T. S., & Low, A. (2022). CEO Regulatory Focus and Myopic Marketing Management. International Journal of Research in Marketing, 39(1), 247-267.
• Ćoric, D. S., Lučić, A., Brečić, R., Šević, A., & Šević, Ž. (2020). An Exploration of Start-ups’ Sustainable Marketing Orientation (SMO). Industrial Marketing Management, 91, 176-186.
• Cornwell, T. B., & Kwon, Y. (2020). Sponsorship-Linked Marketing: Research Surpluses and Shortages. Journal of the Academy of Marketing Science, 48, 607-629.
• Diaz, E., Esteban, Á., Vallejo, R. C., & Navarro, D. M.-C. (2022). Digital Tools and Smart Technologies in Marketing: A Thematic Evolution. International Marketing Review, 39(5), 1122-1150.
• Donthu N. Kumar, S., Ranaweera, C., Pattnaik, D., & Gustafsson, A. (2022). Mapping of Journal of Services Marketing Themes: A Retrospective Overview Using Bibliometric Analysis. Journal of Services Marketing, 36(3), 340-363.
• Drisko, J. W., & Maschi, T. (2015). Content Analysis. New York: Oxford University Press.
• Ferraris, A., Giudice, M. D., Grandhi, B., & Cillo, V. (2020). Refining the Relation Between Cause-Related Marketing and Consumers Purchase Intentions: A Cross-Country Analysis. International Marketing Review, 37(4), 651-669.
• Gao, W., Ji, L., Liu, Y., & Sun, Q. (2020). Branding Cultural Products in International Markets: A Study of Hollywood Movies in China. Journal of Marketing, 84(3), 86-105.
• Gazzoli, G., Chaker, N. N., Zablah, A. R., & Brown, T. J. (2022). Customer-Focused Voice and Rule-Breaking in the Rontlines. Journal of the Academy of Marketing Science, 50, 388-409.
• Gerrath, M. H., & Usrey, B. (2021). The Impact of Influencer Motives and Commonness Perceptions on Follower Reactions Toward Incentivized Reviews. International Journal of Research in Marketing, 38(3), 531-548.
• Goic, M., Rojas, A., & Saavedra, I. (2021). The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments. Journal of Interactive Marketing, 55(1), 118-145.
• Gomes, E., Sousa, C. M., & Vendrell-Herrero, F. (2020). International Marketing Agility: Conceptualization and Research Agenda. International Marketing Review, 37(2), 261-272.
• Guenther, P., & Guenther, M. (2022). Can B2B Firms Benefit from Competitors' Advertising? A Dynamic Business Environment Perspective on An Emerging Communication Form. Industrial Marketing Management, 102, 252-265.
• He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, Storytelling, or Consumer Interaction and Participation? The Impact of Brand-Owned Social Media Content Marketing on Consumers’ Brand Perceptions and Attitudes. Journal of Research in Interactive Marketing, 15(3), 419-440.
• Herhausen, D., Miočević, D., Morgan, R. E., & Kleijne, M. H. (2020). The Digital Marketing Capabilities Gap. Industrial Marketing Management, 90, 276-290.
• Ho, J., Pang, C., & Choy, C. (2020). Content Marketing Capability Building: A Conceptual Framework. Journal of Research in Interactive Marketing, 14(1), 133-151.
• Homburg, C., & Wielgos, D. (2022). The Value Relevance of Digital Marketing Capabilities to Firm Performance. Journal of the Academy of Marketing Science, 50, 666-688.
• Homburg, C., Theel, M., & Hohenberg, S. (2020). Marketing Excellence: Nature, Measurement, and Investor Valuations. Journal of Marketing, 84(4), 1-22.
• Hsu, L., & Chen, Y.-J. (2020). Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study. Australasian Marketing Journal, 28(4), 200-208.
• İpek, İ. (2021). The Relevance of International Marketing Strategy to Emerging-Market Exporting Firms: From A Systematic Review Towards A Conceptual Framework. International Marketing Review, 38(2), 205-248.
• Janani, S., Christopher, R. M., Nikolov, A. N., & Wiles, M. A. (2022). Marketing Experience of CEOs and Corporate Social Performance. Journal of the Academy of Marketing Science, 50, 460-481.
• Kopalle, P. K., Gangwar, M., Kaplan, A., Ramachandran, D., Reinartz, W., & Rindfleischf, A. (2022). Examining Artificial Intelligence (AI) Technologies in Marketing via a Global Lens: Current Trends and Future Research Opportunities. International Journal of Research in Marketing, 39(2), 522-540.
• Kalaignanam, J., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing Agility: The Concept, Antecedents, and a Research Agenda. Journal of Marketing, 85(1), 35-58.
• Karagür, Z., Becker, J.-M., Klein, K., & Edeling, A. (2022). How, Why, and When Disclosure Type Matters for Influencer Marketing. International Journal of Research in Marketing, 39(2), 313-335.
• Kaya, İ. (2015). Pazarlama Bi'Tanedir: Bir Pazarlamalar Ansiklopedisi. İstanbul: Babıali Kültür Yayıncılığı.
• Kopalle, P. K., Krishna, A., Rajan, U., & Wang, Y. (2022). How Does Regulatory Monitoring of Cause Marketing Affect Firm Behavior and Donations to Charity? International Journal of Research in Marketing, 39(3), 947-966.
• Kopalle, P. K., Kumar, V., & Subramaniam, M. (2020). How Legacy Firms Can Embrace the Digital Ecosystem via Digital Customer Orientation. Journal of the Academy of Marketing Science volume, 48, 114-131.
• Kumar, B., & Sharma, A. (2022). Examining the Research on Social Media in Business-to-Business Marketing with A Focus on Sales and the Selling Process. Industrial Marketing Management, 102, 122-140.
• Kwon, E. S., Shan, Y., Lee, J. S., & Reid, L. N. (2017). Inter-study and Intra-study Replications in Leading Marketing Journals: A Longitudinal Analysis. European Journal of Marketing, 51(1), 257-278.
• Kwon, J., Chan, K. W., Gu, W., & Septianto, F. (2022). The Role of Cool versus Warm Colors in B2B versus B2C Firm-Generated Content for Boosting Positive eWOM. Industrial Marketing Management, 104, 212-225.
• Lagomarsino, M., & Lemarié, L. (2022). Should Companies Hope Instead? The Role of Verbal Cues in Consumers' Evaluation of Cause-Related Marketing (CRM). Psychology & Marketing, 39(1), 227-238.
• Lee, H. A., & Law, R. (2012). Diversity in Statistical Research Techniques: An Analysis of Refereed Research Articles in the Journal of Travel & Tourism Marketing Between 1992 and 2010. Journal of Travel & Tourism Marketing, 29(1), 1-17.
• Leite, F. P., & Baptista, P. d. (2022). Influencers' Intimate Self-Disclosure and Its Impact on Consumers' Self-Brand Connections: Scale Development, Validation, and Application. Journal of Research in Interactive Marketing, 16(3), 420-437.
• Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Science, 50, 226-251.
• Lewnes, A. (2021). Commentary: The Future of Marketing Is Agile. Journal of Marketing, 85(1), 64-67. Lieberman, S. (2021). Commentary: Managing Human Experience as a Core Marketing Capability. Journal of Marketing, 85(1), 219-222.
• Lin, M. Y.-C., Do, B. -R., Nguyen, T. T., & Cheng, J. -S. (2022). Effects of Personal Innovativeness and Perceived Value of Disclosure on Privacy Concerns in Proximity Marketing: Self-Control as A Moderator. Journal of Research in Interactive Marketing, 16(2), 310-327.
• Lin, X., Shao, B., & Wang, X. (2022). Employees' Perceptions of Chatbots in B2B Marketing: Affordances vs. Disaffordances. Industrial Marketing Management, 101, 45-56.
• Lisjak, M., Bonezzi, A., & Rucker, D. D. (2021). How Marketing Perks Influence Word of Mouth. Journal of Marketing, 85(5), 128-144.
• Liu, C. L., Zhang-Zhang, Y., & Ghauri, P. N. (2020). The Influence of Internet Marketing Capabilities on International Market Performance. International Marketing Review, 37(3), 447-469.
• Lu, Y., Mitra, D., Musto, D., & Ray, S. (2020). Can Brands Circumvent Marketing Regulations? Exploiting Umbrella Branding in Financial Markets. Marketing Science, 39(1), 71-91.
• Luangrath, A. W., Peck, J., Hedgcock, W., & Xu, Y. (2022). Observing Product Touch: The Vicarious Haptic Effect in Digital Marketing and Virtual Reality. Journal of Marketing Research, 59(2), 306-326.
• Luca, L. M., Herhausen, D., Troilo, G., & Rossi, A. (2021). How and When Do Big Data Investments Pay Off? The Role of Marketing Affordances and Service Innovation. Journal of the Academy of Marketing Science , 49, 790-810.
• Ma, L., & Sun, B. (2020). Machine Learning and AI in Marketing - Connecting Computing Power to Human Insights. International Journal of Research in Marketing, 37(3), 481-504.
• Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E., & Ferraris, A. (2022). Consumer Cosmopolitanism in International Marketing Research: A Systematic Review and Future Research Agenda. International Marketing Review, 39(5), 1151-1181.
• Malodia, S., Dhir, A., Bilgihan, A., Sinha, P., & Tikoo, T. (2022). Meme Marketing: How Can Marketers Drive Better Engagement Using Viral Memes? Psychology & Marketing, 39(9), 1775-1801.
• Malshe, A., Hughes, D. E., Good, V., & Friend, S. B. (2022). Marketing Strategy Implementation Impediments and Remedies: A Multi-Level Theoretical Framework within the Sales-Marketing Interface. International Journal of Research in Marketing, 39(3), 824-846.
• Mariani, M. M., Perez-Vega, R., & Wirtz, J. (2022). AI in Marketing, Consumer Research and Psychology: A Systematic Literature Review and Research Agenda. Psychology & Marketing, 39(4), 755-776.
• Mazerant, K., Willemsen, L. M., Neijens, P. C., & Noort, G. v. (2021). Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing. Journal of Interactive Marketing, 53(1), 15-31.
• McDonald, M. (2022). Viewpoint - A Big Opportunity for Interactive Marketing Post-COVID-19. Journal of Research in Interactive Marketing, 16(1), 15-21.
• Mikalef, P., Conboy, K., & JohnKrogstie. (2021). Artificial Intelligence as An Enabler of B2B Marketing: A Dynamic Capabilities Micro-Foundations Approach. Industrial Marketing Management, 98, 80-92.
• Morgan, N. A., Jayachandran, S., Hulland, J., Kumar, B., Katsikeas, C., & Somosi, A. (2022). Marketing Performance Assessment and Accountability: Process and Outcomes. International Journal of Research in Marketing, 39(2), 462-481.
• Mu, J., & Zhang, J. Z. (2021). Seller Marketing Capability, Brand Reputation, and Consumer Journeys on e-Commerce Platform. Journal of the Academy of Marketing Science, 49, 994-1020.
• Mulier, L., Slabbinck, H., & Vermeir, I. (2021). This Way Up: The Effectiveness of Mobile Vertical Video Marketing. Journal of Interactive Marketing, 55(1), 1-15.
• Mullins, R., & Agnihotri, R. (2022). Digital Selling: Organizational and Managerial Influences for Frontline Readiness and Effectiveness. Journal of the Academy of Marketing Science volume , 50, 800-821.
• Nettelhorst, S., Brannon, L., Rose, A., & Whitaker, W. (2020). Online Viewers’ Choices Over Advertisement Number and Duration. Journal of Research in Interactive Marketing, 14(2), 215-238.
• Pauwels, K., & Ewijk, B. V. (2020). Enduring Attitudes and Contextual Interest: When and Why Attitude Surveys Still Matter in the Online Consumer Decision Journey. Journal of Interactive Marketing, 52(1), 20-34.
• Petrescu, M., Krishen, A. S., Kachen, S., & Gironda, J. T. (2022). AI-Based Innovation in B2B Marketing: An Interdisciplinary Framework Incorporating Academic and Practitioner Perspectives. Industrial Marketing Management, 103, 61-72.
• Pizzutti, C., Gonçalves, R., & Ferreira, M. (2022). Information Search Behavior at the Post-Purchase Stage of the Customer Journey. Journal of the Academy of Marketing Science, 50, 981-1010.
• Rangaswamy, A., Moch, N., Felten, C., Bruggen, G. V., Wieringa, J. E., & Wirtz, J. (2020). The Role of Marketing in Digital Business Platforms. Journal of Interactive Marketing, 51(1), 72-90.
• Rather, R. A. (2020). Customer Experience and Engagement in Tourism Destinations: The Experiential Marketing Perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.
• Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & Berlo, Z. M. (2020). Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study among Children in Early Adolescence. Journal of Interactive Marketing, 49(1), 94-106.
• Reisenbichler, M., Reutterer, T., Schweidel, D. A., & Dan, D. (2022). Frontiers: Supporting Content Marketing with Natural Language Generation. Marketing Science, 41(3), 433-662.
• Rusthollkarhu, S., Toukola, S., Aarikka-Stenroos, L., & Mahlamäki, T. (2022). Managing B2B Customer Journeys in Digital Era: Four Management Activities with Artificial Intelligence-Empowered Tools. Industrial Marketing Management, 104, 241-257.
• Ruyter, K. d., Keeling, D. I., Plangger, K., Montecchi, M., Scott, M. L., & Dahl, D. W. (2022). Reimagining Marketing Strategy: Driving the Debate on Grand Challenges. Journal of the Academy of Marketing Science, 50, 13-21.
• Ruyter, K., & Scholl, N. (1998). Positioning Qualitative Market Research: Reflections from Theory and Practice. Qualitative Market Research: An International Journal, 1(1), 7-14.
• Akter, S., S., Hossain, M., Lu, Q., & Shams, S. M. (2021). Big Data-Driven Strategic Orientation in International Marketing. International Marketing Review, 38(5), 927-947.
• Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B Digital Marketing in Artificial Intelligence-Based CRMs: A Review and Directions for Future Research. Industrial Marketing Management, 98, 161-178.
• Sekhon, T. S., & Soule, C. A. (2020). Conspicuous Anticonsumption: When Green Demarketing Brands Restore Symbolic Benefits to Anticonsumers. Psychology & Marketing, 37(2), 278-290.
• Setkute, J., & Dibb, S. (2022). “Old Boys' Club”: Barriers to Digital Marketing in Small B2B Firms. Industrial Marketing Management, 102, 266-279.
• Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The Role of Sensory Marketing and Brand Experience in Building Emotional Attachment and Brand Loyalty in Luxury Retail Stores. Psychology & Marketing, 39(7), 1398-1412.
• Shankar, V., & Kushwaha, T. (2021). Omnichannel Marketing: Are Cross-Channel Effects Symmetric? International Journal of Research in Marketing, 38(2), 290-310.
• Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital Marketing Communication in Global Marketplaces: A Review of Extant Research Future Directions, and Potential Approaches. International Journal of Research in Marketing, 39(2), 541-561.
• Sheth, J. N. (2020). Post-Pandemic Marketing: When the Peripheral Becomes the Core. Journal of Research in Interactive Marketing, 16(1), 37-44.
• Srivastava, M., & Sivaramakrishnan, S. (2022). A Bibliometric Analysis of the Structure and Trends of Customer Engagement in the Context of International Marketing. International Marketing Review, 39(4), 836-851.
• Swani, K., Milne, G. R., & Slepchuk, A. N. (2021). Revisiting Trust and Privacy Concern in Consumers’ Perceptions of Marketing Information Management Practices: Replication and Extension. Journal of Interactive Marketing, 56(1), 137-158.
• Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital Content Marketing in Business Markets: Activities, Consequences, and Contingencies Along the Customer Journey. Industrial Marketing Management, 105, 294-310.
• Tong, P. Y., Yencha, C., & Ishida, C. (2022). The Role of Social Norms on Direct-to-Physician Pharmaceutical Marketing Payment Acceptance. Journal of Public Policy & Marketing, 41(4), 336-352.
• Tóth, Z., Mrad, M., Itani, O. S., Luo, J., & Liu, M. J. (2022). B2B eWOM on Alibaba: Signaling Through Online Reviews in Platform-Based Social Exchange. Industrial Marketing Management, 104, 226-240.
• Vallet-Bellmunt, T., Martínez-Fernández, M. T., & Capó-Vicedo. (2011). Supply chain management: A multidisciplinary content analysis of vertical relations between companies, 1997–2006. Industrial Marketing Management, 40(8), 1347-1367.
• Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2022). Digital Product Innovations for the Greater Good and Digital Marketing Innovations in Communications and Channels: Evolution, Emerging Issues, and Future Research Directions. International Journal of Research in Marketing, 39(2), 482-501.
• Vazquez, E. E. (2020). Effects of Enduring Involvement and Perceived Content Vividness on Digital Engagement. Journal of Research in Interactive Marketing, 14(1), 1-16.
• Vecchio, P. D., Mele, G., Siachou, E., & Schito, G. (2022). A Structured Literature Review on Big Data for Customer Relationship Management (CRM): Toward a Future Agenda in International Marketing. International Marketing Review, 39(5), 1069-1092.
• Veloutsou, C., Christodoulides, G., & Guzmán, F. (2022). Charting Research on International Luxury Marketing: Where are We Now and Where Should We Go Next? International Marketing Review, 39(2), 371-394.
• Vomberg, A., Homburg, C., & Gwinner, O. (2020). Tolerating and Managing Failure: An Organizational Perspective on Customer Reacquisition Management. Journal of Marketing, 84(5), 117-136.
• Voola, R., Bandyopadhyay, C., Voola, A., Ray, S., & Carlson, J. (2022). B2B Marketing Scholarship and the UN Sustainable Development Goals (SDGs): A Systematic Literature Review. Industrial Marketing Management, 101, 12-32.
• Vrontis, D., Thrassou, A., Christofi, M., Shams, R., & Czinkota, M. R. (2020). Cause-Related Marketing in International Business: What Works and What Does Not? International Marketing Review, 37(4), 593-601.
• Wang, F. (2020). Digital Marketing Capabilities in International Firms: A Relational Perspective. International Marketing Review, 37(3), 559-577.
• Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and Augmented Reality: Advancing Research in Consumer Marketing. International Journal of Research in Marketing, 37(3), 443-465.
• Wichmann, J. R., Wiegand, N., & Reinartz, W. J. (2022). The Platformization of Brands. Journal of Marketing, 86(1), 109-131.
• Wielgos, D. M., & C. Homburg, C. K. (2021). Digital Business Capability: Its Impact on Firm and Customer Performance. Journal of the Academy of Marketing Science, 49, 762-789.
• Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. (2022). Not the Relationship Type? Loyalty Propensity as A Reason to Maintain Marketing Relationships. Journal of the Academy of Marketing Science, 50, 1052-1070.
• Wu, C.-W., Martínez, J. M., & Martín, J. M. (2020). An Analysis of Social Media Marketing Strategy and Performance in the Context of Fashion Brands: The Case of Taiwan. Psychology & Marketing, 37(9), 1185-1193.
• Yale, L., & Gilly, M. C. (1988). Trends in Advertising Research: A Look at the Content of Marketing-Oriented Journals from 1976 to 1985. Journal of Advertising, 17(1), 12-21.
• Yim, M. Y.-C., & Yoo, C. Y. (2020). Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment. Journal of Interactive Marketing, 50(1), 65-80.
• Young, J. A., & Merritt, N. J. (2013). Marketing Channels: A Content Analysis of Recent Research, 2010-2012. Journal of Marketing Channels, 20(3-4), 224-238.
• Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the Gimmick: How Affective Responses Drive Brand Attitudes and Intentions in Augmented Reality Marketing. Psychology & Marketing, 39(7), 1285-1301.
• Zhang, W., Chintagunta, P. K., & U., M. (2021). Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China. Journal of Marketing, 85(3), 10-27.