Digital Marketing Research Based on Interaction Perspective: Integrated Framework and Future Direction

Abstract

Disruptive information technologies, including artificial intelligence (AI), blockchain, big data, and cloud computing, have reshaped marketing in unprecedented ways, which has made digital marketing a prominent topic in both academia and practice. However, despite the upsurge in the number of publications, related topics remain fragmented. Drawing on the antecedents-decisions-outcomes (ADO) framework and adopting an interaction perspective, this paper systematically reviews 693 relevant articles and develops an integrated framework for digital marketing centered on the logic of “interaction antecedents‒interaction processes‒interaction outcomes.” Building on this analysis, the paper further identifies several critical issues in current literature, including the AI paradox, the personalization-privacy paradox, the impact of digital technologies on customer behavior, the measurement of digital marketing performance, and theoretical frameworks for digital marketing interaction. Finally, it outlines multiple avenues for future inquiry, offering valuable implications for both theoretical development and practical advancement.

Keywords

digital marketing / interaction perspective / literature review / antecedents–decisions–outcomes (ADO) framework

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Higher Education Press