Literature review assignment assignment (approx. 1000 words)
Name: MIREK HOUDEK (518485)
1. Introduction
This critical literature review evaluates the current research on digital marketing, highlighting the key
findings and contributions of six selected articles. Through a critical and comprehensive analysis of
these papers, the review aims to identify the current state of research in digital marketing, identify gaps
and inconsistencies in the literature, and suggest potential paths for future research. By examining
topics such as social media marketing, advertising, and retail sales, this literature review offers insights
into the impact of digital marketing on businesses and consumers and its implications for marketing
practice and theory. According to Dolega, Rowe, and Branagan (2021), "By examining social media
marketing, advertising, and retail sales, we can gain valuable insights into the impact of digital
marketing on businesses and consumers and its implications for marketing practice and theory" (p.
101).
2. Literature review
Digital marketing has become progresively popular over the years, and research in this field has grown
exponentially. This review focuses on six selected articles that offer valuable understanding into digital
marketing. Brodie et al. (2019) explore consumer engagement in virtual brand communities, identifying
the main factors that influence consumers' participation in these communities. The study found that
emotional engagement and knowledge sharing between consumers were key drivers of engagement in
virtual brand communities. It examines the moderating role of online review valence in the relationship
between social media marketing strategies and online purchase intention, similar to what was done by
Li, Li, and Zhang (2021). Both studies found that positive online reviews strengthen the relationship
between social media marketing strategies and online purchase intention. On the other hand, Belch &
Belch (2021) offer an integrated marketing communications point of view on advertising and promotion,
stressing the importance of developing a consistent and integrated marketing strategy across different
channels. Shevchenko et al. (2022) provide an overview of the current trends in digital marketing in the
context of the development of the information society. The study identifies the key challenges and
opportunities for digital marketing in the near future, while Krishen et al. (2021) offer a bibliometric
network analysis of interactive digital marketing, identifying the key themes and trends in the area.
Finally, Dolega, Rowe, and Branagan (2021) examine the impact of social media marketing on retail
website traffic, orders, and sales where the study found that social media marketing has a significant
positive effect on website traffic and orders, but the effect on actual sales is less clear.
This review aims to identify the current state of the research in digital marketing and highlight the key
findings and contributions of these studies. By examining topics such as social media marketing,
advertising, and retail sales, we can identify valuable insights into the impact of digital marketing on
businesses and consumers and its implications for marketing, in practice and theory. Overall, the
studies reviewed in this paper suggest that digital marketing is a rapidly evolving field with significant
potential for businesses to reach and engage with their target audiences.
It is also important to call attention to some of the challenges and gaps in the current research on digital
marketing. For instance, Brodie et al. (2019) identify emotional engagement and knowledge sharing as
key drivers of consumer engagement in virtual brand communities, but they do not provide a detailed
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analysis of the different types of emotional engagement and knowledge sharing that can affect
consumer behavior. Similarly, Li et al. (2021) show that positive online reviews strengthen the
relationship between social media marketing strategies and online purchase intention. Still, they do not
provide a detailed analysis of the types of social media marketing strategies that are most effective in
generating positive reviews. Additionally, while Shevchenko et al. (2022) provide an overview of the
current trends in digital marketing, they do not provide a detailed analysis of the specific challenges and
opportunities for different types of businesses in the digital marketing panorama. Emotional
engagement and knowledge sharing in virtual brand communities and positive online reviews are
essential for encouraging further engagement and online purchase intention.
Despite the limitations and gaps identified in the reviewed literature, digital marketing continues to be an
essential tool for businesses to reach and engage with their target audiences. The papers highlight the
importance of developing a consistent and integrated marketing strategy across different channels to
maximize the impact of digital marketing efforts. It also highlights the need for businesses to pay
attention to consumer engagement and knowledge sharing in virtual brand communities and online
reviews. Future research could focus on addressing the gaps identified in the current literature, such as
the different types of emotional engagement and knowledge sharing that affect consumer behavior or
the specific challenges and opportunities for different types of businesses in the digital marketing
landscape. Such research could help businesses to better understand the complex dynamics of digital
marketing and develop more effective strategies to reach and engage with their target audiences.
3. Conclusion
In conclusion, digital marketing has become an essential aspect of modern business operations. As
evidenced by the six selected articles in this literature review, digital marketing has a profound impact
on businesses and consumers. It offers a powerful way for companies to reach their target audiences
through channels such as social media, online advertising, and retail sales. Effective digital marketing
strategies can lead to increased website traffic, online purchases, and brand loyalty.
However, it is clear that the field of digital marketing is dynamic, and there are many challenges and
uncertainties that need to be addressed. As businesses continue to invest more in digital marketing,
there is a growing need for research that can help guide and inform effective marketing strategies.
There is a need to better understand the complexity of digital marketing, including the factors that drive
consumer engagement, the impact of social media marketing, and the effectiveness of various
advertising and promotional techniques.
4. Sources:
1. Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing
Communications Perspective. McGraw-Hill Education.
2. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2019). Consumer engagement in a virtual
brand community: An exploratory analysis. Journal of Business Research, 98, 410-419.
3. Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media
marketing on retail website traffic, orders, and sales. Journal of Retailing and Consumer
Services, 60, 102501. https://doi.org/10.1016/j.jretconser.2021.102501
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4. Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of
interactive digital marketing: A bibliometric network analysis. Journal of Business
Research, 131, 183–195. https://doi.org/10.1016/j.jbusres.2021.03.061
5. Li, X., Li, J., & Zhang, Z. (2021). How Do Social Media Marketing Strategies Affect Online
Purchase Intention: The Moderating Role of Online Review Valence. Journal of
Interactive Marketing, 54, 72-84.
6. Shevchenko, V., Taranenko, I., Yaremenko, S., Mishustina, T., Poprotskyy, O., & Mostova,
A. (2022). Trends in Digital Marketing in the Context of the Development of Information
Society. Postmodern Openings, 13(2), 448460. https://doi.org/10.18662/po/13.2/464
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