We develop and describe a framework for research in digital marketing that highlights the
touchpoints in the marketing process as well as in the marketing strategy process where …

The music industry has undergone tremendous changes in relation to its production,
distribution, and consumption habits due to the exponential development of new …

The mobile application (app) industry has grown tremendously over the past ten years,
primarily fueled by small app development businesses. Lacking advertising budgets, these …

We review research on revenue models used by online firms who offer digital goods. Such
goods are non-rival, have near zero marginal cost of production and distribution, low …

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Unlike advertising in traditional media, a mobile platform's in‐app advertising market
exhibits two unique features—split structure of the mobile platform with a platform owner and …

Marketers of digital content such as books, news, video, music, and mobile games often
provide free samples of the content for consumers to try out before buying the product or …

Marketers must constantly decide how to implement word-of-mouth (WOM) programs, and a
well-developed decision support system (DSS) can provide them valuable assistance in …

Freemium business models, where companies offer a free basic and a value-enhanced paid
version of a product, have become ubiquitous across software, games and a broad range of …

Despite its immense popularity, the freemium business model remains a complex strategy to
master and often a topic of heated debate. Adopting a generalized version of the screening …