International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Since Year 2012 | Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064




Downloads: 135

Research Paper | Marketing | Nigeria | Volume 9 Issue 4, April 2020


Scientific Inquiry: The Philosophical, Methodological and Theoretical Debates to the Study of Digital Marketing

Ikaba Yirakpoa Victoria PhD | Wali Kemkamma


Abstract: The ubiquitous adoption of technological devices and the attendant inquiry of how these devices influence consumer behavior have given prominence to the emerging discipline of digital marketing. Unfortunately, the integration of this discipline in the curriculum has remained a daunting task among curriculum planners in the developing countries. Part of the reason is that the philosophical pillars and methodological approaches are not well understood. Accordingly, the purpose of this study is to provide a conceptual explication of the philosophical, methodological and the theoretical characterizations of the digital marketing research stream. The study also highlights the theory building process and gave examples of dominant theories in the discipline.


Keywords: digital marketing, ontology, epistemology, quantitative, qualitative, realism, relativism


Edition: Volume 9 Issue 4, April 2020,


Pages: 1186 - 1190


How to Cite this Article?

Ikaba Yirakpoa Victoria PhD, Wali Kemkamma, "Scientific Inquiry: The Philosophical, Methodological and Theoretical Debates to the Study of Digital Marketing", International Journal of Science and Research (IJSR), Volume 9 Issue 4, April 2020, pp. 1186-1190, https://www.ijsr.net/get_abstract.php?paper_id=SR20413183017

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