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From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing

From direct marketing to interactive marketing: a retrospective review of the Journal of Research... This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed.Design/methodology/approachThis study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM.FindingsThis study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal's contributing authors tend to employ empirical and quantitative methodologies.Originality/valueThis is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Interactive Marketing Emerald Publishing

From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing

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References (102)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2040-7122
DOI
10.1108/jrim-11-2021-0276
Publisher site
See Article on Publisher Site

Abstract

This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed.Design/methodology/approachThis study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM.FindingsThis study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal's contributing authors tend to employ empirical and quantitative methodologies.Originality/valueThis is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM.

Journal

Journal of Research in Interactive Marketing – Emerald Publishing

Published: Mar 21, 2023

Keywords: Journal of Research in Interactive Marketing; Bibliometric analysis; Bibliographic coupling; Co-authorship network analysis; Performance analysis; Interactive marketing

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