关键词: 数字营销, 互动视角, 文献综述, ADO框架

Abstract: Disruptive information technologies such as artificial intelligence, blockchain, big data, cloud computing have exerted unprecedented impacts on marketing, with digital marketing gradually becoming a cutting-edge focus of both academic and practical circles. Interaction plays a crucial role in digital marketing. From a practical perspective, the interactive relationships and methods among marketing participants are undergoing fundamental changes; from a theoretical standpoint, interaction appears more and more frequently in high-level marketing research. However, existing studies rarely provide a systematic review of the field of digital marketing from an interactional perspective, and while the number of literatures has grown rapidly, the related research topics remain quite fragmented. To address this, this study, based on the Web of Science database and CNKI database, systematically reviews and analyzes 563 high-quality English literatures and 130 high-quality Chinese literatures from an interactional perspective, developing an integrated digital marketing framework (ADO framework) centered on “interaction antecedents - interaction process - interaction outcomes, ” and elucidates the research content of each part of the framework. Firstly, this paper identifies three categories of antecedents affecting digital marketing interaction: technological antecedents, corporate antecedents, and customer antecedents. The results indicate that with the reconstruction of the underlying base of digital marketing technology, changes in digital marketing strategies and customer psychological cognition will have a significant impact on digital marketing interactions. Furthermore, this paper identifies three major interaction mechanisms in the field of digital marketing: enterprise-customer interaction, customer-customer interaction, and enterprise-enterprise interaction, and compares and analyzes in detail the differences among these three interaction mechanisms. It is found that enterprises mainly interact with customers through online websites, online conversations, social media, or digital advertising, while inter-enterprise interactions are mostly completed through supplier networks or digital platform ecosystems built on bilateral or multilateral digital platforms. Subsequently, this paper summarizes the important boundary factors affecting digital marketing interaction, covering three major categories: enterprise characteristics, customer characteristics, and environmental characteristics. It is found that factors such as enterprise type, business model, customer characteristics, cultural differences, and market environment play a key role in influencing the mode and intensity of digital marketing interactions. Ultimately, this study elucidates the value outcomes generated after digital marketing interactions, primarily encompassing aspects such as corporate benefits, customer effects, and societal benefits. On this basis, this paper further identifies the main issues in existing related research in terms of the artificial intelligence paradox, personalization-privacy paradox, digital technology's impact on customer behavior, digital marketing performance measurement methods, digital marketing interaction theoretical models, and based on these five themes, it clarifies future key research directions. Overall, this paper helps deepen the understanding of digital marketing interaction and has significant reference value for theoretical research and practical development within this field.

Key words: Digital Marketing, Interactive Perspective, Literature Review, ADO Framework