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Technology-enabled interactions in digital environments:a conceptual foundation for current and future research

Technology-enabled interactions in digital environments:a conceptual foundation for current and... Journal of the Academy of Marketing Science (2020) 48:132–136 https://doi.org/10.1007/s11747-019-00712-3 COMMENTARY Technology-enabled interactions in digital environments: a conceptual foundation for current and future research 1 2 Manjit S. Yadav & Paul A. Pavlou Published online: 17 December 2019 Academy of Marketing Science 2019 The expansive scope of articles featured in this Special At the heart of the proposed framework in Yadav and Issue on “The Future of Technology in Marketing” is Pavlou (2014)is technology—construed broadly as com- impressive. The range of topics examined illustrates, in prised of internet technologies, devices, and infrastructure re- a very compelling manner, how technology is reshaping lated to computer-mediated environments. Although we made wide swaths of markets in digital environments—and technology a central feature of our framework, we noted that it the rapidly evolving role of marketing in these markets. was not technology per se that served as the conceptual un- These changes raise a number of new challenging ques- derpinnings of changes occurring in the digital marketplace. tions, but also represent a significant opportunity for What was really driving changes in the marketplace was not scholars in marketing and information sciences. In this just technology, but how technology-enabled interactions be- commentary we share http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Technology-enabled interactions in digital environments:a conceptual foundation for current and future research

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References (4)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2019
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-019-00712-3
Publisher site
See Article on Publisher Site

Abstract

Journal of the Academy of Marketing Science (2020) 48:132–136 https://doi.org/10.1007/s11747-019-00712-3 COMMENTARY Technology-enabled interactions in digital environments: a conceptual foundation for current and future research 1 2 Manjit S. Yadav & Paul A. Pavlou Published online: 17 December 2019 Academy of Marketing Science 2019 The expansive scope of articles featured in this Special At the heart of the proposed framework in Yadav and Issue on “The Future of Technology in Marketing” is Pavlou (2014)is technology—construed broadly as com- impressive. The range of topics examined illustrates, in prised of internet technologies, devices, and infrastructure re- a very compelling manner, how technology is reshaping lated to computer-mediated environments. Although we made wide swaths of markets in digital environments—and technology a central feature of our framework, we noted that it the rapidly evolving role of marketing in these markets. was not technology per se that served as the conceptual un- These changes raise a number of new challenging ques- derpinnings of changes occurring in the digital marketplace. tions, but also represent a significant opportunity for What was really driving changes in the marketplace was not scholars in marketing and information sciences. In this just technology, but how technology-enabled interactions be- commentary we share

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Jan 17, 2020

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