During the twenty years since the advent of the internet, internet marketing research has grown exponentially. It has become a very important component of e-commerce. As the popularity of the internet increases, companies are increasingly spending money to build their online presence. The benefits of internet marketing include the ability to communicate with customers, sell products and services, and exchange ideas. Internet marketing research can be conducted by a company or by a third party research firm.
To conduct an evaluation of the state of internet marketing research, a literature review was performed on the content, methodology and strategies of internet marketing research. This review was conducted by analyzing 411 articles published over the past 18 years. It was done using the Google Scholar and WoS citation databases. It was also analyzed by year and journal. The result was a big picture view of internet marketing research. It was also able to identify several subject areas that needed further exploration.
The study found that a significant number of articles were not related to the topic of Internet marketing, with the exception of articles on the topic. This was the case for articles on mobile banking and social media. In addition, articles on the topic of Internet marketing research were published in a variety of journals. Specifically, articles on internet marketing research were published in the top thirty IS journals.
The literature review was performed in three stages: Phase 1 consisted of collecting articles on the subject. Phase 2 included a review of articles by journal and year of publication. Phase 3 consisted of analyzing articles by topic and examining the methodology used in the analysis. Phase 4 consisted of an assessment of Internet marketing research by research strategy. Table 4 presents the number of articles published on Internet marketing in each journal, as well as the number of articles by research strategy.
The study also identified a number of other topics that had been left out of the study. Specifically, there were three strategies that could maximize the number of research methods used to accomplish the task. These strategies were: maximizing the number of methods, maximizing the number of methods that possessed no trade-offs, and maximizing the number of methods that were not utilized. However, the study found that there was no single strategy that could maximize all of these types of validity.
In the end, the study showed that the Internet marketing research literature was biased by the type of methodology used to perform the analysis. In particular, the study found that articles on Internet marketing research were not distributed in a logical fashion. The most common methods used were a combination of exploratory and qualitative methods. The study also found that the number of articles on Internet marketing research was biased by the research strategy used.
Although the number of articles on internet marketing research is low, the number of articles on the topic of internet marketing is on the rise. This research suggests that the number of articles on internet marketing research will continue to rise in the future.
