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From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing

Weng Marc Lim (School of Business, Law and Entrepreneurship, Swinburne University of Technology, Melbourne, Australia) (Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak, Malaysia)
Satish Kumar (Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India) (Faculty of Business, Design and Arts, Swinburne University of Technology, Sarawak, Malaysia)
Nitesh Pandey (Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India)
Tareq Rasul (Australian Institute of Business, Adelaide, Australia)
Vidhu Gaur (Management Development Institute, Gurgaon, India)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 5 April 2022

Issue publication date: 21 March 2023

2863

Abstract

Purpose

This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed.

Design/methodology/approach

This study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM.

Findings

This study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal's contributing authors tend to employ empirical and quantitative methodologies.

Originality/value

This is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM.

Keywords

Citation

Lim, W.M., Kumar, S., Pandey, N., Rasul, T. and Gaur, V. (2023), "From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing", Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 232-256. https://doi.org/10.1108/JRIM-11-2021-0276

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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