A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Cait Lamberton,A. Stephen
2016 · DOI: 10.1509/jm.15.0415
995 Citations
TLDR
The authors use keyword counts from the premier general marketing journals to gain a macro-level view of the shifting importance of various DSMM topics since 2000 and identify key themes emerging in five-year time frames during this period.