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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
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Research Paper, Marketing, Zimbabwe, Volume 10 Issue 5, May 2021
Pages: 97 - 112Content Marketing's Role in Company Branding and Business in Zimbabwe - A Case of Truworths
Shuli Song | Clement Nyasha Simunyu
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Research Paper, Marketing, India, Volume 13 Issue 4, April 2024
Pages: 894 - 897Consumer Attitude towards Digital Marketing
Dr. V. Anandha Valli