Interactive Marketing is a strategic marketing paradigm that enables real-time, bidirectional communication between brands and consumers through digital platforms, distinguished by its reliance on user engagement, personalized content delivery, and data-driven feedback loops to dynamically adapt marketing initiatives.
193
Publications
16.8K
Citations
394
Authors
237
Institutions
Publications per year
2017–2026
79
Parents
Publications
193
The new marketing—Developing long-term interactive relationships
Evert Gummesson · Long Range Planning · 1987 · 1.1K citations
Ely Dahan · Journal of Product Innovation Management · 2002 · 461 citations
1–5 of 193
Authors
394
- RA
5
h-index
- EC
4
h-index
- SA
4
h-index
- KM
3
h-index
- JL
3
h-index
1–5 of 394
Institutions
237
Northwestern University
Evanston, United States
6 h-index
6 publications
411 citations
University of Nevada, Las Vegas
Las Vegas, United States
5 h-index
7 publications
610 citations
Texas A&M University
College Station, United States
5 h-index
5 publications
488 citations
Massachusetts Institute of Technology
Cambridge, United States
4 h-index
7 publications
3.4K citations
Boston College
Boston, United States
3 h-index
4 publications
82 citations
University of Wisconsin–Whitewater
Whitewater, United States
3 h-index
4 publications
404 citations
University of Southern California
Los Angeles, United States
3 h-index
4 publications
904 citations
University of East Anglia
Norwich, United Kingdom
2 h-index
2 publications
53 citations
1–8 of 237
Venues
- Journal of Research in Interactive Marketing
39 publications · 3.1K citations
26
h-index
- Journal of Interactive Marketing
JIM · 18 publications · 1.6K citations
16
h-index
- Journal of Interactive Advertising
6 publications · 744 citations
6
h-index
- International Journal of Advertising
IJA · 5 publications · 403 citations
5
h-index
- Journal of Marketing Education
JME · 4 publications · 274 citations
4
h-index
1–5