Presence of digital sources in international marketing: a review of literature using Leximancer Online publication date: Mon, 04-Jul-2022
by Surender Khan; Sudhir Rana; Anuj Goel
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 3, 2022
Abstract: This article discusses the role of digital sources and its impact on the international marketing domain. The study utilises Leximancer software to map the published research within the international marketing landscape from its inception to 2020. Drawing on 1900 articles, Leximancer results have demonstrated the relevance of the topic to a wide array of research disciplines. 'international marketing', 'digital marketing', 'social media promotions' and 'business models' all themes largely associated with digitalisation and international marketing shape the main themes falling under the domain of internet and international marketing literature. The present study proposes a conceptual framework that highlights the moderating role of digital sources on international marketing competencies and the speed of internationalisation. The study is organised with theoretical development, conceptual framework and future research directions.
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