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| Integrated Framework and Future Research Agenda of Digital Marketing Research: Literature Review Based on TCCM Framework and ADO Framework |
| WANG Yonggui1,2, ZHANG Erwei3, ZHANG Siqi3 |
1.Modern Business Research Center, Zhejiang Gongshang University
2.School of Business Administration, Zhejiang Gongshang University
3.College of Business Administration, Capital University of Economics and Business |
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Abstract: In the era of digital economy, the strategic value and development prospects of digital marketing are becoming increasingly obvious as the front and focus of theory and practice. By integrating the TCCM framework and ADO framework, the article systematically reviews the research related to digital marketing, constructs an integrated framework for digital marketing research, summarizes and analyzes the antecedents and effects, impact mechanisms and theoretical foundations, research methods and research scenarios related to digital marketing in the existing research, and deeply analyzes the internal mechanisms of digital marketing. On this basis, the article further reveals the main problems in the existing digital marketing research in areas such as customer privacy paradox, intelligent algorithm black box, block-chain marketing, digital marketing capabilities, digital customization, agile marketing, theoretical construction and use, context and method matching, etc. Finally, by combining relevant theoretical and practical challenges, key research issues for the future of digital marketing are extracted and identified, in order to provide useful reference for the exploration and practice of digital marketing theory.
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Received: 04 May 2023
Published: 15 July 2023
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2023, Vol. 43 
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