Mirek Houdek (518485).



1.       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


Shevchenko et al. (2022) examine the newest trends in digital marketing in the context of the
development of an information era. The article postulates that digital marketing is indispensable
for businesses to remain competitive in today's world, where the internet has become a vital part
of our daily lives. The study presents a comprehensive review of the literature on digital
marketing, calling attention to the key trends and practices that are currently prevalent in the
field.

The paper begins with an overview of the history of digital marketing and then moves on to discuss
the current state of the industry, including the role of social media, search engine optimization,
and content marketing. The authors also stress the challenges and opportunities that digital
marketing presents, such as privacy concerns of the users, data protection, and the increasing
importance of portable devices.

Overall, this study outlines a valuable resource for researchers and practitioners interested in
understanding the latest advances in digital marketing. It provides insights into the most
effective strategies, tactics, and techniques for engaging with consumers in the digital realm,
while also highlighting the challenges and ethical considerations that must be taken into
consideration nowadays.


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2.       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



Krishen et al. (2021) present a comprehensive overview of interactive digital marketing, using
bibliometric network analysis to point out key matters and trends in the subject. The paper
explores scholarly articles, recognizing the most influential authors, journals, and research
papers. They also inspect the relationships between different ideas and themes in the field,
utilizing network analysis to envision the structure of the literature.

The authors emphasize the importance of interactive digital marketing in promoting sustainable
development, insisting that it has the potential to encourage more responsible consumer behaviour
and helping reach environmental and social goals. They also identify several areas for future
exploration, including the development of new metrics for measuring the effectiveness of
interactive digital marketing campaigns.

For the most part, this article provides a valuable resource to readers and practitioners
interested in interactive digital marketing. The use of bibliometric network analysis provides a
useful approach for analysing the topic, and the authors' perception of the potential of
interactive digital marketing for promoting sustainability makes a valuable contribution to the
literature of this field.





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


In this paper, Dolega et al. (2021) dive into the relationship between social media marketing and
retail website performance, specifically focusing on internet traffic, sales, and orders. The
authors used data from a UK-based online retailer over a year and conducted multiple analyses to
study the impact of social media marketing on website results. The outcome reveals that social
media marketing positively affects website traffic and sales, but not the number of orders.
Furthermore, social media platforms, such as Facebook and Instagram were found to have substantial
impacts on the number of visits. Facebook was found to have the strongest positive outcome on
website traffic, while Instagram had the strongest positive impact on website sales. This study
provides a valuable tool, which is a perspective for retailers who are on the look for new
alternatives to enhance their online performance through social media marketing.