engleski

Exploring the empirical bias of digital marketing research

Repeated concerns on the decline of conceptual papers call for a more detailed analysis of the underlying reasoning of such patterns. The paper presents a framework for understanding the empirical bias in digital marketing research and revitalizing the role of conceptual articles with respect to empirical articles in the development of knowledge in the field of digital marketing. In particular, publications in 7 top journals have been reviewed for the period 1996 – 2012 and the patterns of published empirical and conceptual work have been analyzed, replicating the design by Yadav (2010). The results show that conceptual articles continue to decline, despite the fact that a young field of digital marketing would benefit from deeper conceptual understanding of the related phenomena in the area. Implications of such empirical bias for practitioners as well as academics, young scholars, HE institutions and publishing processes are discussed.

empirical bias; digital marketing; knowledge development

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