Interactive Marketing: A Systematic Review and Research Agenda

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Ayeni" }, { "@type": "Person", "name": "Christo A. Bisschoff" }, { "@type": "Person", "name": "Joseph Sekhampu" }, { "@type": "Person", "name": "Joseph Lekunze" }, { "@type": "Person", "name": "Edidiong Ayeni" } ], "publisher": { "@type": "Organization", "name": "F1000Research", "logo": { "@type": "ImageObject", "url": "https://f1000research.com/img/AMP/F1000Research_image.png", "height": 480, "width": 60 } }, "image": { "@type": "ImageObject", "url": "https://f1000research.com/img/AMP/F1000Research_image.png", "height": 1200, "width": 150 }, "description": "As post-hoc analyses show, interactive marketing in the new media age has served as a fragmented technique for transitioning from traditional modes of operation to dynamic and customized environments that blur the lines between brands and consumers. Several research papers have been published on interactive marketing, the impact of social media engagement, and brand loyalty. However, they remain fragmented because most produce different results based on different samples at various stages of business development. Nonetheless, there are no systematic reviews that combine all these findings into a comprehensive framework. However, many interactive marketing studies focus on short-term outcomes and do not take into account long-term effects such as brand equity and customer lifetime value. Selected articles were understudied with the requirement of a rigorous review process, which includes a thorough examination of the relevant literature. The implementation of this process is expected to result in the absence of a room for subjective judgment, as all selected studies were carefully evaluated using predetermined criteria. It was determined that the use of these technologies allows brands to interact with their customers in novel and creative ways, resulting in more engaging and dynamic experiences. That is, evaluating the effectiveness of marketing initiatives is critical to understanding their impact." } { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": "1", "item": { "@id": "https://f1000research.com/", "name": "Home" } }, { "@type": "ListItem", "position": "2", "item": { "@id": "https://f1000research.com/browse/articles", "name": "Browse" } }, { "@type": "ListItem", "position": "3", "item": { "@id": "https://f1000research.com/articles/13-1383/v1", "name": "Interactive Marketing: A Systematic Review and Research Agenda" } } ] } Home Browse Interactive Marketing: A Systematic Review and Research Agenda ALL Metrics - Views Downloads Get PDF Get XML Cite How to cite this article Ayeni AAW, Bisschoff CA, Sekhampu J et al. Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.12688/f1000research.156743.1 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Systematic Review Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] Adebanji A.W. Ayeni https://orcid.org/0000-0002-2409-0835 1 , Christo A. Bisschoff 1 , Joseph Sekhampu 1 , Joseph Lekunze 1 , Edidiong Ayeni 2 Adebanji A.W. Ayeni https://orcid.org/0000-0002-2409-0835 1 , Christo A. Bisschoff 1 , [...] Joseph Sekhampu 1 , Joseph Lekunze 1 , Edidiong Ayeni 2 PUBLISHED 18 Nov 2024 Author details Author details 1 Business School, North West University Faculty of Economic and Management Sciences, Potchefstroom, North West, South Africa 2 Political Science and International Relations, Landmark University College of Business and Social Sciences, Omu-Aran, Kwara, Nigeria Adebanji A.W. Ayeni Roles: Conceptualization, Data Curation, Methodology, Project Administration, Resources Christo A. Bisschoff Roles: Data Curation, Investigation, Supervision, Validation, Writing – Review & Editing Joseph Sekhampu Roles: Conceptualization, Project Administration, Resources, Supervision, Writing – Original Draft Preparation Joseph Lekunze Roles: Data Curation, Funding Acquisition, Methodology, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Edidiong Ayeni Roles: Conceptualization, Project Administration, Validation, Visualization, Writing – Original Draft Preparation OPEN PEER REVIEW DETAILS REVIEWER STATUS Abstract As post-hoc analyses show, interactive marketing in the new media age has served as a fragmented technique for transitioning from traditional modes of operation to dynamic and customized environments that blur the lines between brands and consumers. Several research papers have been published on interactive marketing, the impact of social media engagement, and brand loyalty. However, they remain fragmented because most produce different results based on different samples at various stages of business development. Nonetheless, there are no systematic reviews that combine all these findings into a comprehensive framework. However, many interactive marketing studies focus on short-term outcomes and do not take into account long-term effects such as brand equity and customer lifetime value. Selected articles were understudied with the requirement of a rigorous review process, which includes a thorough examination of the relevant literature. The implementation of this process is expected to result in the absence of a room for subjective judgment, as all selected studies were carefully evaluated using predetermined criteria. It was determined that the use of these technologies allows brands to interact with their customers in novel and creative ways, resulting in more engaging and dynamic experiences. That is, evaluating the effectiveness of marketing initiatives is critical to understanding their impact. READ ALL READ LESS Keywords Interactive Marketing, Social Media Engagement. Systematic Review Corresponding Author(s) Adebanji A.W. Ayeni ( [email protected] ) Close Corresponding author: Adebanji A.W. Ayeni Competing interests: No competing interests were disclosed. Grant information: The author(s) declared that no grants were involved in supporting this work. Copyright: © 2024 Ayeni AAW et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Ayeni AAW, Bisschoff CA, Sekhampu J et al. Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.12688/f1000research.156743.1 ) First published: 18 Nov 2024, 13 :1383 ( https://doi.org/10.12688/f1000research.156743.1 ) Latest published: 18 Nov 2024, 13 :1383 ( https://doi.org/10.12688/f1000research.156743.1 ) Introduction As post hoc analyses reveal, interactive marketing in the new media age has served as a fragmented technique to transition from traditional ways of operation into dynamic and customized atmospheres that blur barriers between brands and consumers ( Rajput & Gandhi, 2024 ). As a result, it has made a brand communication dynamic, allowing the transmission in real-time and enabling real-time transmission in real-time. Kędzierska-Szczepaniak and Minga (2022) made it known that the platforms have digitalized, and evolved from outbound media to inbound digital marketing such as social media and multimedia content that businesses can create or develop to deliver richeruser experience of the services or products they sell ( Li & Larimo, 2021 ). Interactive content and email marketing approaches have been named some of the must-haves in modern marketing ( Ashley & Tuten, 2015 ). Although interactive marketing has been subject to growing attention in the literature, this review also exposes a number of gaps and inconsistencies. Several studies have been published on interactive marketing, the impact of social media engagement, and brand loyalty (e.g. Hollebeek & Macky, 2019 ; Hennig-Thurau et al., 2010 ), yet they remain fragmented as most generate different findings based upon different samples in diverse stages of business development. Nonetheless, there are no systematic reviews that aggregate all these findings into a comprehensive scheme. However, most of the studies conducted on interactive marketing have short-term outcome focus and do not consider long-term effects like impact on brand equity and customer lifetime value ( Stephen, 2016 ). This evaluation assesses the efficacy of various business-to-customer methods while looking at the most recent developments in marketing technologies aimed at prospective clients. It draws attention to how interactive marketing like social media involvement affects consumer behavior, buying choices, brand loyalty, and satisfaction. The analysis delves into the premise of the real-world uses, and obstacles of cutting-edge technologies like augmented reality and artificial intelligence as they relate to interactive marketing. Scholars and professionals will find the review interesting as it offers insightful information about typical mistakes to avoid and what strategies for interactive marketing actually work best. The evaluation critically assesses previous research bypointing out its advantages and frequent problems to direct future investigations toward greater dependability and thoroughness. Synthesizing the fast-growing body of knowledge in interactive marketing This synthesis explores key patterns in interactive marketing, emphasizing consumer engagement, personalization’s importance, real-time interactions’ impact, the integration of emerging technologies, and measuring marketing effectiveness, based on extensive empirical research and reviews in the evolving field. Emphasis on consumer engagement It is now in style for emphasis to be on consumer engagement. Monologue between brands and end-users no longer cuts it, dialogue has been noted as the way to go, where businesses can listen, respond and adapt to customer feedback in real-time making them feel more valued and seen ( De Vries et al., 2017 ; Hollebeek & Macky, 2019 ). This is expected to bring about a stronger connection, increased trust and community building. Batra and Keller (2016) espoused that brands messages can be amplified through this means of community building. Engagement is not the only impact of interactive marketing, it also positively impacts on buying behaviour, repeat purchase behaviour, promotion, long-term customer retention as well as brand growth ( Chaffey & Ellis-Chadwick, 2019 ; Kumar et al., 2019 ). The critical role of personalization The need for personalization is also a dominating pattern in any sort of marketing that floods the role of interactive marketing. It involves the tailoring of ideas and content to fit into the unique preferences of each consumer behaviour ( Smink et al., 2020 ). The need for individuals to feel connected and special is what personalization exploits, end users wind up feeling relevant and understood by the brand. Businesses on the other hand use this to create exclusive deals, sales, and promotions that attract targeted audiences. Artificial intelligence and machine learning has made these efforts more precise and scalable. A vast amount of sales data comprising of Order ID, Order name, the quantity bought, the time the order was placed, customer location/address etc., can be analyzed in no time, making it possible to deliver highly targeted contents/ads at the right time ( Harri et al., 2022 ). Impact of real-time interactions The instantaneous response to after sales complaints or in sales challenges or even accolades reflects real-time marketing. Technology is ever evolving and to remain on top there has to be a strategy to keep staying at the forefront of the competition. Making sales is one way brands stay in business, this is done by creating a sense of urgency and excitement to motivate consumers to take immediate action ( Daugherty et al., 2019 . The buzz this generates around the product helps in increasing visibility across different platforms. Additionally, this form of interaction provides valuable insights ( Lamberton & Stephen, 2016 ; Hollebeek & Macky, 2019 ). Real-time interactions, such as live chats, social media updates, and event-driven campaigns, are gaining popularity among users, leading to more traffic rates and positive brand perceptions ( Stephen, 2016 ; Daugherty et al., 2019 ). Integration of emerging technologies The wide range of the application of Artificial Intelligence (AI) and Augmented Reality (AR) in different fields cannot be overemphasized. These tools help businesses remain sustainable and have a competitive advantage. It has become integrated into the day-to-day activities of businesses all over the world ( Li & Larimo, 2021 ; Zhang & Mao, 2016 ). AI deals with the simulation of human intelligence by machines like computer systems, while AR is a technology that brings elements of the digital world and overlays it into the real world. When these two tools are integrated it produces mind-baffling possibilities and far-reaching possibilities. AI technologies aid the human agents within an organization to focus on more complex tasks bringing about improved efficiency, accurate predictions, accurate customer journey mapping, content creation optimization, etc. This ensures that marketing resources are used effectively and that marketing outcomes are feasible ( Dwivedi et al., 2021 ; Daugherty et al., 2019 ). Measurement of marketing effectiveness Finally, engagement metrics is one identifiable indicator in measuring the extent to which marketing strategies are efficient. It is the level of interactions a consumer has with a brand’s content by adopting various metrics like click-through rates, shares, pool participation, chatbot use, etc in other to gauge how active engagement is for the brand. Tracking conversion rates is key to assessing the impact of these engagements, and how fast purchase is made after meaningful engagement as the customer journey analytics, on the other hand, with the intent to provide a holistic picture of how customers interact with a brand across several touchpoints, indicating bottlenecks and chances for improvement ( Kruizinga - de Vries et al., 2017 ; Rathore et al., 2016 ). However, extant literature also highlights the challenges posed when measuring the long-term impacts of interactive marketing, such as brand loyalty and customer lifetime value ( Smith & Zook, 2019 ; Straker et al., 2015 ). Conceptual framework This article provides a systematic review of literature on interactive marketing to present the guiding theoretical perspectives, dynamics and concepts. Finally, the framework is based on the premise that consumer engagement is at the heart of successful interactive marketing because it represents a degree of active involvement and emotional commitment among consumers toward their interaction with brands ( Hollebeek & Macky, 2019 ). Getting consumers involved through social media, content that is interactive and community building exercises results in loyalty and advocacy ( Batra & Keller, 2016 ; Kumar et al., 2019 ). Personalization, the process of tailoring marketing messages and experiences to individual consumer preferences and behavior ( Bacile et al., 2014 ; Smith & Zook, 2019 ) enriches this engagement dynamism. It collects and analyses consumer data through various live sources to provide personalized content, making it more usable for improved engagement and conversion rates. Customers can experience an instant reaction from the availability of real-time communication which also serves as an instant reaction in the global society with the notion of presenting an impressive improvement that welcomes the imminent request of the clients ( Lamberton & Stephen, 2016 ; Stephen, 2016 ). The view of Li and Larimo (2021) which was collaborated by Zhang and Mao (2016) reflected the need to have enhanced sophisticated marketing strategies which will bring about emerging technologies such as artificial intelligence and augmented reality in its incorporated state. Of note, these technologies are noted to be efficiently personalized to attain the incorporation of augmented reality as they tend to offer customers the opportunity to participate in interactive experiences with the notion of boosting their level of engagement within and outside the company ( Dwivedi et al., 2021 ; Daugherty et al. 2019 ). Therefore, the assessment of marketing efficiency is created to serve as an essential component of the framework that must attain the significant acceptability presence of both quantitative and qualitative metrics ( Rathore et al., 2016 ). This is the case for both quantitative and qualitative metrics. To gain a comprehensive understanding of the long-term effects that interactive marketing has on brand equity and customer lifetime value, the framework emphasizes the significance of conducting studies that are both comprehensive and longitudinal ( Smith & Zook, 2019 ; Straker et al. 2016 ). With the intent to provide a framework that is designed for academics and practitioners, there is a need for the assertion of an insightful conclusion and a recommendation that can be practised such that it becomes easier to identify and evaluate relevant research. The use of this framework is believed to bring about the development of more effective marketing campaigns with the notion of improving the supposed impact that can be gotten from the impact enacted from interactive marketing on customers and businesses. Methods Data selection Under the stated requirement of Moher et al. (2009) , selected articles (10.6084/m9.figshare.27190866) were understudied with the requirement of a rigorous review process with the inclusion of a thorough examination of the relevant literature, using the Prisma model, that is expected to provide a rigorous review process to avoid the occurrence of uncontrolled bias in the study. Insertion of this process is expected to bring about the absence of a room that will yearn the need for a subjective judgment as all selected articles were carefully evaluated using predetermined criteria ( Falagas, et al., 2008 ) ( Tables 1 to 7 ). Table 1. Description of databases. Google Scholar The widely acceptable search engine was able to provide a comprehensive search of scholarly literature. This was done by browsing websites for articles, theses, books, and abstracts. Inclusive of this was the research of academic publishers and previously joined professional organizations. Going further was the ability to peruse online repositories; and attend relevant institutions. Scopus This is a citation database where experts across different fields have their research on different subject matters. Scopus is a trusted database with extensive coverage of academic journals and conference proceedings. Table 2. Selection criteria. Inclusion criteria Exclusion criteria Studies focusing on interactive marketing strategies and their impact Articles not related to interactive marketing Peer-reviewed articles published between 2012 and 2022 Conceptual papers without empirical data Articles written in English Studies published before 2012 Empirical studies providing quantitative data, qualitative data, mixed methods or empirically proven concepts Non-English publications Table 3. Key words and search terms. Interactive marketing Interactive Marketing Interactive marketing strategies User interaction Online marketing Interactive marketing trends Interactive tools ROI in marketing Real time marketing Immersive experience Marketing analytics Interactive marketing tools User interaction metrics Behaviour marketing Consumer engagement Digital experience Consumer marketing Social media marketing Virtual reality Marketing automation Personalized marketing Virtual engagement Table 4. Distribution by continent. S/N Emerging theme Number of articles 1 Europe 74 2 North America 14 3 Asia 9 4 Oceania 3 Table 5. Distribution by methods. S/N Emerging theme Number of articles 1 Quantitative 50 2 Qualitative 30 3 Mixed methods 2 4 Conceptual 8 Table 6. Publication year and number of articles. S/N Year of publication Number of articles 3 2012 1 4 2013 3 5 2014 3 6 2015 4 7 2016 5 8 2017 8 9 2018 1 10 2019 6 11 2020 7 12 2021 15 13 2022 47 Table 7. Emerging themes. S/N Emerging theme Number of articles 1 Consumer Engagement 36 2 Personalization 12 3 Real-Time Interactions 32 4 Emerging Technologies 16 5 Effectiveness Measurement 2 PRISMA flowchart Below is a diagram representing the PRISMA flowchart for this systematic review: Supplementary Figure: 1 Searching process (Refer Extended data). PRISMA methodology The table above shows the distribution of articles used for this study. Though unevenly distributed, they were selected with the intent to reflect the topic coverage across the diverse continent ( Greenhalgh & Peacock, 2005 ). This implies that the degree to which scientific work and interest in the area are balanced globally in line with the stated topic as it suggests that interactive marketing tactics apply to a wide range of markets with a global stance in mind. The articles that made up the inclusion criteria were 100 in total with the quantitative study accounting for 50 of the total number where statistical tools and numerical data were adopted, qualitative study made up 30 of the total were perceptions and motivations based on interviews, focused groups and content analysis were outlined and mixed method approach comprising of both quantitative and qualitative approach were 33 in total. The table presents the distribution of 100 articles by their year of publication, revealing the trends and growth of research in the field of interactive marketing. The initial years (2012-2022) saw a modest number of publications, indicating an emerging field with growing interest among researchers. The growth phase (2021-2022) saw a noticeable increase in articles published, reflecting increased academic and industry interest in exploring new digital marketing strategies and technologies. It must be noted that the number of publications increased exponentially from 2021-2022due to digital platforms and technological advances, peaking in 2022. In the course of this study, the notable trends in recent times (2015 – 2022) reflected extensive interactive marketing research and this affirms the crucial and continuously evolving emergence of new methodologies. Using the pattern from Higgins and Green (2011) , this study entails the theme of consumer engagement looked into the ways in which brands can actively engage with their target market. It emphasizes developing strong bonds that draw clients, boost fidelity, and promote a feeling of community. This is usually achieved by businesses interacting directly with customers through a variety of digital channels in order to promote involvement and interaction. Emphasizing the value of customizing experiences and marketing materials to each individual customer’s distinct preferences and behaviors, personalization is a crucial focus. This field examines methods to enhance and customize customer interactions through data analytics, targeted advertising, and personalized email marketing. These initiatives enhance the effectiveness and pertinence of marketing, thereby augmenting the likelihood of customer engagement. Conversely, real-time interactions underscore the necessity of promptly and suitably responding to customer actions in accordance with the context. This literature examines the advantages of real-time marketing strategies such as live chats, prompt social media interactions, and event-driven campaigns. Employing these strategies enables brands to swiftly address customer preferences and deliver a more engaging and dynamic experience. The same can be said for the revolutionary impact that cutting-edge technologies such as augmented reality (AR) and artificial intelligence (AI) are having on interactive marketing. Studies have shown that artificial intelligence (AI) and augmented reality (AR) have the potential to significantly improve customer engagement and personalization, which can lead to marketing campaigns that are more advanced and effective. Through the use of these technologies, brands are able to interact with their customers in novel and creative ways, which ultimately results in experiences that are more engaging and dynamic. In conclusion, making an evaluation of the efficiency of marketing initiatives is essential in order to comprehend the impact that they have. Regarding the effectiveness of interactive marketing, this topic includes discussions on a variety of metrics, methodologies, and tools that can be used to evaluate its effectiveness. It places an emphasis on the significance of monitoring metrics pertaining to consumer engagement and return on investment (ROI) in order to determine which strategies for future marketing campaigns are successful and which are not. Limitations As expected of every research, limitations were found in the study and must be considered for further studies. A major concern of the study which serves as a limitation is the aspect of heterogeneity, which culminates into result interpretation. It must be stated that the studies included in the analysis are of the opinion of being of diverse to methodology, geographical scope, and areas of focus. With the afore mentioned, a generalization cannot be made for the findings from the diverse engagement types of interactive marketing in the new media age Review process limitations The compilation of data from solely Google Scholar and Scopus creates the danger of leaving out alternative sources from databases pertinent to the study. In addition, the study was limited to studies that were published in the English language and after the year 2010, which may have led to the omission of other significant papers that may have provided a more comprehensive historical background. The procedure of data extraction, albeit being carried out meticulously, was contingent on the quality of the information that was provided in the studies that were included. This is something that should go without saying. Some factors, including variations in length and follow-up frequency, may have had a role in the reporting of data that contained errors or omissions. Data availability No data associated with the article. Reporting guidelines Figshare: Interactive Marketing: A Systematic Review and Research Agenda, DOI: https://doi.org/10.6084/m9.figshare.27190866.v6 ( Ayeni et al., 2024 ). The project contains the following underlying data: • PRISMA Flowchart Interactive Marketing- f1000 • F1000-ISSM_PRISMA_Checklist (Recovered 1) Data are available under the terms of the Creative Commons Attribution 4.0 International license (CC-BY 4.0). Extended data Figshare: Interactive Marketing: A Systematic Review and Research Agenda, DOI: https://doi.org/10.6084/m9.figshare.27190866.v6 ( Ayeni et al., 2024 ). The project contains the following underlying data: • ScienceDirect_articles_08Oct2024_15-05-06.008 • list of Data availability for the study Data are available under the terms of the Creative Commons Attribution 4.0 International license (CC-BY 4.0). References Ashley C, Tuten T: Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychol. Mark. 2015; 32 (1): 15–27. Publisher Full Text Ayeni A, Bisschoff C, Sekhampu TJ, et al. : Interactive Marketing: A Systematic Review and Research Agenda. figshare. 2024. Publisher Full Text Bacile TJ, Ye C, Swilley E: From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. J. Interact. Mark. 2014; 28 (2): 117–133. 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Publisher Full Text Li Y, Larimo J: Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. J. Acad. Mark. Sci. 2021; 49 : 51–70. Publisher Full Text Moher D, Liberati A, Tetzlaff J, et al. : Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement. PLoS Med. 2009; 6 (7): e1000097. BMJ , 339 , b2535. PubMed Abstract | Publisher Full Text | Free Full Text Petticrew M, Roberts H: Systematic reviews in the social sciences: A practical guide. John Wiley & Sons; 2006. Publisher Full Text Rajput A, Gandhi A: The branding power of social media influencers: An interactive marketing approach. Cogent Bus. Manag. 2024; 11 (1). Publisher Full Text Rathore AK, Ilavarasan PV, Dwivedi YK: Social media content and product co-creation: An emerging paradigm. J. Enterp. Inf. Manag. 2016; 29 (1): 7–18. Publisher Full Text Smink AR, van Reijmersdal EA , van Noort G , et al. : Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. J. Bus. Res. 2020; 118 : 474–485. Publisher Full Text Smith PR, Zook Z: Marketing communications: Offline and online integration, engagement and analytics. Kogan Page Publishers; 2019. Stephen AT: The role of digital and social media marketing in consumer behavior. Curr. Opin. Psychol. 2016; 10 : 17–21. Publisher Full Text Straker K, Wrigley C, Rosemann M: Typologies and touchpoints: Designing multi-channel digital strategies. J. Res. Interact. Mark. 2015; 9 (2): 110–128. Publisher Full Text Straker K, Wrigley C, Rosemann R: The role of design in the future of digital channels: conceptual insights and future research directions. J. Retail. Consum. Serv. 2016; 26 (2015): 133–140. Zhang J, Mao E: From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychol. Mark. 2016; 33 (3): 155–164. Publisher Full Text Comments on this article Comments (0) Version 1 VERSION 1 PUBLISHED 18 Nov 2024 ADD YOUR COMMENT Comment Author details Author details 1 Business School, North West University Faculty of Economic and Management Sciences, Potchefstroom, North West, South Africa 2 Political Science and International Relations, Landmark University College of Business and Social Sciences, Omu-Aran, Kwara, Nigeria Adebanji A.W. Ayeni Roles: Conceptualization, Data Curation, Methodology, Project Administration, Resources Christo A. Bisschoff Roles: Data Curation, Investigation, Supervision, Validation, Writing – Review & Editing Joseph Sekhampu Roles: Conceptualization, Project Administration, Resources, Supervision, Writing – Original Draft Preparation Joseph Lekunze Roles: Data Curation, Funding Acquisition, Methodology, Validation, Visualization, Writing – Original Draft Preparation, Writing – Review & Editing Edidiong Ayeni Roles: Conceptualization, Project Administration, Validation, Visualization, Writing – Original Draft Preparation Competing interests No competing interests were disclosed. Grant information The author(s) declared that no grants were involved in supporting this work. Article Versions (1) version 1 Published: 18 Nov 2024, 13:1383 https://doi.org/10.12688/f1000research.156743.1 Copyright © 2024 Ayeni AAW et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. Manager (RIS) Sente metrics Views Downloads F1000Research - - PubMed Central info_outline Data from PMC are received and updated monthly. - - Citations open_in_new 0 open_in_new 0 open_in_new SEE MORE DETAILS CITE how to cite this article Ayeni AAW, Bisschoff CA, Sekhampu J et al. Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.12688/f1000research.156743.1 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS track receive updates on this article Track an article to receive email alerts on any updates to this article. TRACK THIS ARTICLE Share Open Peer Review Current Reviewer Status: ? Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 1 VERSION 1 PUBLISHED 18 Nov 2024 Views 0 Cite How to cite this report: Theodoropoulou A. Reviewer Report For: Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.5256/f1000research.172102.r410276 ) The direct URL for this report is: https://f1000research.com/articles/13-1383/v1#referee-response-410276 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 11 Sep 2025 Alexandra Theodoropoulou , University of Patras, Patras, Greece Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.172102.r410276 1. Are the rationale for, and objectives of, the Systematic Review clearly stated? The introduction says interactive marketing literature is fragmented and no systematic review exists, but it never sets explicit research questions or objectives. That makes the rationale ... Continue reading READ ALL 1. Are the rationale for, and objectives of, the Systematic Review clearly stated? The introduction says interactive marketing literature is fragmented and no systematic review exists, but it never sets explicit research questions or objectives. That makes the rationale vague and the objectives absent. SUGGESTION: Please state clearly why this review was needed and add 2–3 research questions or specific objectives at the end of the introduction. 2. Are sufficient details of the methods and analysis provided to allow replication by others? They mention PRISMA, list inclusion/exclusion criteria, and give some search terms. But: - No full search strings are given for Scopus. - Screening/deduplication procedure is unclear. - Data extraction and quality appraisal processes are barely described. So, replication is not really possible. SUGGESTION: Provide full search strings for each database and the general keywords that were used for initial identification, explain how duplicates were removed, and describe how screening and data extraction were carried out (number of reviewers, process for disagreements). 3. Is the statistical analysis and its interpretation appropriate? There is no meta-analysis or quantitative synthesis. They only tabulate frequencies of study characteristics (continent, year, method). No effect size aggregation or heterogeneity assessment is done. 4. Are the conclusions drawn adequately supported by the results presented in the review? There isn’t even a proper conclusion section. The discussion is descriptive, and the paper promises a “research agenda” but never delivers. The results (lists of themes and frequencies) don’t lead to actionable conclusions. SUGGESTION: Add a short conclusion section that: - Summarizes the main evidence from the review. - States the key limitations (databases used, language restriction, heterogeneity of studies). - Highlights the implications for practice or policy. - Suggests clear directions for future research (the “research agenda” promised in the title). 5. If this is a Living Systematic Review, is the ‘living’ method appropriate.....? This is not presented as a living review, and no search schedule is defined. Further Suggestions to authors: a) Abstract Rewrite the abstract to include: the aim of the review, databases searched, time period, number of included studies, and the main themes or findings. Keep it structured and factual. b) Results vs Methods Move the tables that show study characteristics (year, continent, method) from the Methods section into the Results section, where they belong. c) Critical analysis Move beyond description. Compare findings across studies, point out contradictions, strengths, and weaknesses. This will make the review more valuable. d) Language and clarity Simplify and shorten sentences. Avoid repeating the same points in multiple sections. This will make the paper clearer for an international audience. Minor issue – Duplicate reference In the reference list, entries #29 and #30 are the same article (Grönberg & Hulthén, 2022, Industrial Marketing Management ). This means the actual number of unique included studies is 99, not 100. Please correct the duplication and ensure the PRISMA flow diagram, tables, and text reflect the accurate count. Are the rationale for, and objectives of, the Systematic Review clearly stated? No Are sufficient details of the methods and analysis provided to allow replication by others? Partly Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? No If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests: No competing interests were disclosed. Reviewer Expertise: ICT in Management, Decision-Making, Business Analytics, Marketing, Consumer Behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Theodoropoulou A. Reviewer Report For: Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.5256/f1000research.172102.r410276 ) The direct URL for this report is: https://f1000research.com/articles/13-1383/v1#referee-response-410276 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Comments on this article Comments (0) Version 1 VERSION 1 PUBLISHED 18 Nov 2024 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 Version 1 18 Nov 24 read Alexandra Theodoropoulou , University of Patras, Patras, Greece Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Theodoropoulou A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 11 Sep 2025 | for Version 1 Alexandra Theodoropoulou , University of Patras, Patras, Greece 0 Views copyright © 2025 Theodoropoulou A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions 1. Are the rationale for, and objectives of, the Systematic Review clearly stated? The introduction says interactive marketing literature is fragmented and no systematic review exists, but it never sets explicit research questions or objectives. That makes the rationale vague and the objectives absent. SUGGESTION: Please state clearly why this review was needed and add 2–3 research questions or specific objectives at the end of the introduction. 2. Are sufficient details of the methods and analysis provided to allow replication by others? They mention PRISMA, list inclusion/exclusion criteria, and give some search terms. But: - No full search strings are given for Scopus. - Screening/deduplication procedure is unclear. - Data extraction and quality appraisal processes are barely described. So, replication is not really possible. SUGGESTION: Provide full search strings for each database and the general keywords that were used for initial identification, explain how duplicates were removed, and describe how screening and data extraction were carried out (number of reviewers, process for disagreements). 3. Is the statistical analysis and its interpretation appropriate? There is no meta-analysis or quantitative synthesis. They only tabulate frequencies of study characteristics (continent, year, method). No effect size aggregation or heterogeneity assessment is done. 4. Are the conclusions drawn adequately supported by the results presented in the review? There isn’t even a proper conclusion section. The discussion is descriptive, and the paper promises a “research agenda” but never delivers. The results (lists of themes and frequencies) don’t lead to actionable conclusions. SUGGESTION: Add a short conclusion section that: - Summarizes the main evidence from the review. - States the key limitations (databases used, language restriction, heterogeneity of studies). - Highlights the implications for practice or policy. - Suggests clear directions for future research (the “research agenda” promised in the title). 5. If this is a Living Systematic Review, is the ‘living’ method appropriate.....? This is not presented as a living review, and no search schedule is defined. Further Suggestions to authors: a) Abstract Rewrite the abstract to include: the aim of the review, databases searched, time period, number of included studies, and the main themes or findings. Keep it structured and factual. b) Results vs Methods Move the tables that show study characteristics (year, continent, method) from the Methods section into the Results section, where they belong. c) Critical analysis Move beyond description. Compare findings across studies, point out contradictions, strengths, and weaknesses. This will make the review more valuable. d) Language and clarity Simplify and shorten sentences. Avoid repeating the same points in multiple sections. This will make the paper clearer for an international audience. Minor issue – Duplicate reference In the reference list, entries #29 and #30 are the same article (Grönberg & Hulthén, 2022, Industrial Marketing Management ). This means the actual number of unique included studies is 99, not 100. Please correct the duplication and ensure the PRISMA flow diagram, tables, and text reflect the accurate count. Are the rationale for, and objectives of, the Systematic Review clearly stated? No Are sufficient details of the methods and analysis provided to allow replication by others? Partly Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? No If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests No competing interests were disclosed. Reviewer Expertise ICT in Management, Decision-Making, Business Analytics, Marketing, Consumer Behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (0) Theodoropoulou A. Peer Review Report For: Interactive Marketing: A Systematic Review and Research Agenda [version 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :1383 ( https://doi.org/10.5256/f1000research.172102.r410276) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-1383/v1#referee-response-410276 Alongside their report, reviewers assign a status to the article: Approved - the paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations - A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved - fundamental flaws in the paper seriously undermine the findings and conclusions Adjust parameters to alter display View on desktop for interactive features Includes Interactive Elements View on desktop for interactive features Competing Interests Policy Provide sufficient details of any financial or non-financial competing interests to enable users to assess whether your comments might lead a reasonable person to question your impartiality. Consider the following examples, but note that this is not an exhaustive list: Examples of 'Non-Financial Competing Interests' Within the past 4 years, you have held joint grants, published or collaborated with any of the authors of the selected paper. You have a close personal relationship (e.g. parent, spouse, sibling, or domestic partner) with any of the authors. You are a close professional associate of any of the authors (e.g. scientific mentor, recent student). You work at the same institute as any of the authors. 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