Mapping Top Strategic E-commerce Technologies in the Digital Marketing Literature
Main Article Content
Keywords
E-commerce Technologies, Marketing Strategies, Literature Review, Thematic Content Analysis, Clustering
Abstract
The increasing use of e-commerce technologies has been studied in several fields and from different perspectives: technological, economic, organizational and social: hence, the need for a literature review that provides a map of top strategic e-commerce technologies from a managerial perspective and, more specifically, for digital marketing research. This paper aims to provide researchers with a comprehensive overview of the range of e-commerce technologies that have had a significant role in shaping digital marketing strategies. Based on a thematic analysis, e-commerce technologies were classified through eleven categories. The objective is to reveal how each set of technologies affected the different digital marketing strategies. Both descriptive and clustering analyses show that the most evoked technologies in the digital marketing literature are Information and Communication Technologies and platforms. Results outline the growing interest in artificial intelligence technologies. Moreover, this literature review reveals how digital marketing research has focused on technology-enabled segmentation and targeting strategies, along with the use of social platforms and the development of new products and services. The scarcity of marketing papers studying the impact of cloud technologies, IoT, blockchain and data analytics orient researchers towards exploring further the potential of these technologies for digital strategies.
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References
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Yoo, B., & Jang, M. (2019). A bibliographic survey of business models, service relationships, and technology in electronic commerce. Electronic Commerce Research and Applications, 33, 100818. https://doi.org/10.1016/j.elerap.2018.11.005
Ayachi, Z., & Jallouli, R. (2022). Digital Marketing Strategies Driven by Wellbeing in Virtual Communities: Literature Review. Journal of Telecommunications and the Digital Economy, 10(3), 107–127. https://doi.org/10.18080/jtde.v10n3.612
Barenji, A. V., Wang, W. M., Li, Z., & Guerra-Zubiaga, D. A. (2019). Intelligent E-commerce logistics platform using hybrid agent based approach. Transportation Research Part E: Logistics and Transportation Review, 126, 15–31. https://doi.org/10.1016/j.tre.2019.04.002
Benslama, T., & Jallouli, R. (2020). Clustering of Social Media Data and Marketing Decisions. In M. A. Bach Tobji, R. Jallouli, A. Samet, M. Touzani, V. A. Strat, & P. Pocatilu (Eds), Digital Economy. Emerging Technologies and Business Innovation, 53–65. Springer International Publishing. https://doi.org/10.1007/978-3-030-64642-4_5
Benslama, T., & Jallouli, R. (2022). Social Media Data Analytics for Marketing Strategies: The Path from Data to Value, Journal of Telecommunications and the Digital Economy, 10(2), 96–110. https://doi.org/10.18080/jtde.v10n2.52
Butt, A. S., & Ahmad, A.B. (2021). Strategies to mitigate knowledge hiding behavior: building theories from multiple case studies. Management Decision, 59(6), 1291–1311. https://doi.org/10.1108/MD-01-2020-0038
Campbell, C., Sands, S., Ferraro, C., Tsao, H.-Y., & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/j.bushor.2019.12.002
Dau, A., & Salim, N. (2019). Sentiment-Aware Deep Recommender System With Neural Attention Networks. IEEE Access, 7, 45472–45484. https://doi.org/10.1109/ACCESS.2019.2907729
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1–8. https://doi.org/10.1007/s11747-019-00711-4
Hofmann, P., Keller, R., & Urbach, N. (2019). Inter-technology relationship networks: Arranging technologies through text mining. Technological Forecasting and Social Change, 143(C), 202–213. https://doi.org/10.1016/j.techfore.2019.02.009
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Kaabi, S., & Jallouli, R. (2019). Overview of E-commerce Technologies, Data Analysis Capabilities and Marketing Knowledge. In R. Jallouli, M. A. Bach Tobji, D. Bélisle, S. Mellouli, F. Abdallah, & I. Osman (Eds), Digital Economy. Emerging Technologies and Business Innovation, 183–193. Springer International Publishing. https://doi.org/10.1007/978-3-030-30874-2_14
Kotler, P., Kotler, P. T., Armstrong, G., & Opresnik, M. O. (2017). Principles of marketing. Pearson.
Koubaa, H., & Jallouli, R. (2019). Social Networks and Societal Strategic Orientation in the Hotel Sector: Netnographic Study. In R. Jallouli, M. A. Bach Tobji, D. Bélisle, S. Mellouli, F. Abdallah, & I. Osman (Eds.). Digital Economy. Emerging Technologies and Business Innovation, 87–109. Springer International Publishing. https://doi.org/10.1007/978-3-030-30874-2_7
Li, M., Xu, G., Lin, P., & Huang, G. Q. (2019). Cloud-based mobile gateway operation system for industrial wearables. Robotics and Computer-Integrated Manufacturing, 58, 43–54. https://doi.org/10.1016/j.rcim.2019.02.004
Liu, C., Xiao, Y., Javangula, V., Hu, Q., Wang, S., & Cheng, X. (2019). NormaChain: A Blockchain-Based Normalized Autonomous Transaction Settlement System for IoT-Based E-Commerce. IEEE Internet of Things Journal, 6(3), 4680–4693. https://doi.org/10.1109/JIOT.2018.2877634
Mustak, M., Salminen, J., Plé, L., & Wirtz, J. (2021). Artificial Intelligence in Marketing: Bibliometric Analysis, Topic Modeling and Research Agenda. Journal of Business Research, 124, 389–404. https://doi.org/10.1016/j.jbusres.2020.10.044
Narayanaswami, C., Nooyi, R., Govindaswamy, S. R., & Viswanathan, R. (2019). Blockchain anchored supply chain automation. IBM Journal of Research and Development, 63(2–3), 7:1–7:11. https://doi.org/10.1147/JRD.2019.2900655
Nguyen, T. H. (2021). 5 Impactful Technologies from the Gartner Emerging Technologies and Trends Impact Radar for 2022. Gartner. Available at https://www.gartner.com/en/articles/5-impactful-technologies-from-the-gartner-emerging-technologies-and-trends-impact-radar-for-2022
Pagliaro M. (2020). Publishing Scientific Articles in the Digital Era. Open Science Journal, 5(3). https://doi.org/10.23954/osj.v5i3.2617
Ramasubbareddy, S., Srinivas, T. A. S., Govinda, K., & Manivannan, S. S. (2020). Comparative Study of Clustering Techniques in Market Segmentation. In Saini, H., Sayal, R., Buyya, R., Aliseri, G. (eds), Innovations in Computer Science and Engineering. Lecture Notes in Networks and Systems, 103. Springer, Singapore. https://doi.org/10.1007/978-981-15-2043-3_15
Rosário, A., & Raimundo, R. (2021). Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003–3024. https://doi.org/10.3390/jtaer16070164
Samara, D., Magnisalis, I., & Peristeras, V. (2020). Artificial intelligence and big data in tourism: A systematic literature review. Journal of Hospitality and Tourism Technology, 11(2), 343–367. https://doi.org/10.1108/JHTT-12-2018-0118
Shim, J. P., Avital, M., Dennis, A., Rossi, M., Sørensen, C., & French, A. (2019). The Transformative Effect of the Internet of Things on Business and Society. Communications of the Association for Information Systems, 44(1). https://doi.org/10.17705/1CAIS.04405
Shukla, S., Mohanty, B. K., & Kumar, A. (2018). Strategizing sustainability in e-commerce channels for additive manufacturing using value-focused thinking and fuzzy cognitive maps. Industrial Management & Data Systems, 118(2), 390–411. https://doi.org/10.1108/IMDS-03-2017-0122
Silva, E. S., & Bonetti, F. (2021). Digital humans in fashion: Will consumers interact? Journal of Retailing and Consumer Services, 60, 102430. https://doi.org/10.1016/j.jretconser.2020.102430
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2018). Intelligent (Smart) E-Commerce, 249–283, Springer Texts in Business and Economics. Springer. https://econpapers.repec.org/bookchap/sprsptchp/978-3-319-58715-8_5f7.htm
Yoo, B., & Jang, M. (2019). A bibliographic survey of business models, service relationships, and technology in electronic commerce. Electronic Commerce Research and Applications, 33, 100818. https://doi.org/10.1016/j.elerap.2018.11.005
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Sep 26, 2022
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Jallouli, R., & Kaabi, S. (2022). Mapping Top Strategic E-commerce Technologies in the Digital Marketing Literature. Journal of Telecommunications and the Digital Economy, 10(3), 149–164. https://doi.org/10.18080/jtde.v10n3.554
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Digital Economy & Society
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