Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions



Varadarajan, Rajan, Welden, Roman B, Arunachalam, S, Haenlein, Michael ORCID: 0000-0001-6175-4947 and Gupta, Shaphali
(2021) 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). pp. 482-501.

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Abstract

During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.

Item Type: Article
Uncontrolled Keywords: Innovation, Digital innovation, Digital innovations for the greater good, Digital marketing innovation, Digital technology, Omnichannel marketing, Social media platforms, Influencer marketing
Divisions: Faculty of Humanities and Social Sciences > School of Management
Depositing User: Symplectic Admin
Date Deposited: 15 Dec 2021 09:48
Last Modified: 19 Apr 2023 01:30
DOI: 10.1016/j.ijresmar.2021.09.002
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3145385