GRAD695 - Assignment 4 Literature Reviews - CE
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Purdue University *
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695
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English
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Apr 3, 2024
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docx
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Literature Review Assignment
Student Name:
Can Ergelmis
GRAD 695 Project Management Research Topic:
The technical implementation, optimization, and utilization of Conversion Application Programming Interface (API) in digital marketing and advertising.
1.
Review the following guidance for Literature Reviews and complete the information below using the template provided.
Texas A&M Writing Center Video 1: Get Lit: The Literature Review
(45 Min)
Texas A&M Writing Center Video 2: The Literature Review
(46 Min)
UNC Writing Center:
Literature Reviews
2.
Using your proposed project management topic
as refined in your Topic Refinement Assignment and a
scholarly research tool, i.e., Google Scholar, HU Library locate four literature reviews for your proposed GRAD695 topic. Literature Reviews usually contain the terms “Literature Review” in the title.
Submitting general research articles or articles that contain a literature review is not acceptable for this assignment. Your selections must be a literature review. If you have limited success, try to modify the keywords that you are using for the search and/or contact the library for assistance.
3.
List the reference to your resource in APA format. Use your APA for resources and citations including the HU Library
and Purdue OWL
. Points will be deducted if resources and citations are not in APA format (double-spacing, hanging indents, page numbers, etc.)
4.
List the link to the literature review. If using the HU Library, look for the “Permalink” icon to provide the permanent URL address. 5.
Read all four literature reviews and, for each, provide a 1-2 paragraph discussion (250 words)
on the specific research problem the researcher(s) have addressed. In addition, identify and discuss how the literature review is organized
(chronological, major theme). Include at least one citation for each source.
6.
List any gaps in the literature and/or future opportunities in research
for a specific field discussed in the literature review. What suggestions did each set of researchers make for future research in this topic/field? This information is often found in the Conclusion Section
. 7.
Discuss how you plan to incorporate this research into your 695 research paper and address any of these identified gaps. GRAD 695 LITERATURE REVIEW ASSIGNMENT JUN 2019
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8.
Discuss if this review has altered or refined your problem statement in any way. Restate your problem statement using the template formula. Literature Review 1 Reference (in APA format):
Tabuena, A. C., Necio, S. M., Macaspac, K. K., Bernardo, M. P., Domingo, D., & De Leon, P. D. (2022). A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of Management Entrepreneurship and Social Sciene
, 141-153.
Link to Literature Review 1: https://www.researchgate.net/publication/360454336_A_Literature_Review_on_Digital_Marketing_Strategies_
and_Its_Impact_on_Online_Business_Sellers_During_the_COVID-19_Crisis
Summary of Literature Review 1 (250 words):
This literature review explores how online businesses used digital marketing strategies during the COVID-19 pandemic. It covers topics like digitalization, digital and traditional marketing methods, social media as a marketing strategy, and using information technologies for marketing. The review concludes that digital marketing is more effective than traditional methods, causing a skills gap. It stresses the importance of an integrated approach to meet client needs. The review also emphasizes the necessity of digitization and having an online presence. Traditional marketing is seen as less effective, and the impact of the COVID-19 pandemic on global retail and e-commerce is discussed. The review also highlights the growth of digital ad spending and the potential of social media marketing. It delves into different areas, like how digital marketing affects the wine business and the slow adoption of digital tools by wineries. Social media is discussed as a virtual medium that enhances social interactions. The focus is on how businesses use digital media to connect effectively with consumers, emphasizing relationship-based interactions. Overall, the research explores problems related to the pandemic's impact on e-commerce, the shift from traditional to digital marketing, the skills gap, the role of social media, and the adoption of information technologies by businesses, especially MSMEs. The recurring theme is the need for businesses to adapt to the digital landscape and use technology effectively for marketing.
(Tabuena, et al., 2022)
Gaps in Literature/ Future Research Ideas:
The authors recommend further research into understanding and incorporating factors that influence consumer behavior in digital marketing efforts. This involves conducting comprehensive strategies to address consumer needs and activate influential factors across various digital marketing channels.
Future research should focus on understanding the elements of consumers' lives, thought processes, and perception shifts due to increased technology use. To conclude, future research should delve into consumer-centric strategies, understanding consumer lifestyles, the impact of technology on business performance, evolving customer dynamics, and the role of digital marketing in client engagement and business expansion. These recommendations align with the dynamic nature GRAD 695 LITERATURE REVIEW ASSIGNMENT JUN 2019
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of the digital marketing landscape and the need for businesses to adapt and thrive in the face of technological advancements and changing consumer preferences.
Application to your GRAD 695 research: The literature review highlights the pivotal role of social media in the digital marketing paradigm. My research topic, exploring the technical aspects of conversion APIs, can directly relate to the emphasis on social media marketing. Conversion APIs play a crucial role in facilitating seamless integration between various platforms, including social media channels, for efficient advertising and marketing campaigns. Moreover, the literature review mentions the existence of a digital marketing skills gap. My research, focusing on the technical intricacies of conversion APIs, contributes to addressing this skills gap by providing insights into the technical competencies required for effective digital marketing in the contemporary landscape.
Literature Review 2 Reference (in APA format):
Figueiredo, F., Goncalves, M. J., & Teixeira, S. (2021). Information Technology Adoption on Digital Marketing: A Literature Review. Big Data Analytics, AI and Machine Learning in Marketing
, 1-22.
Link to Literature Review 2: https://www.mdpi.com/2227-9709/8/4/74
Summary of Literature Review 2 (250 words):
The literature review explores how Big Data analysis influences digital marketing from 2014 to 2020, using a systematic literature review and bibliometric analysis. The findings suggest that in the future, businesses, especially in marketing, will create more targeted strategies by understanding consumer behavior deeply. The study identifies artificial intelligence agents driven by machine learning, technology, and Big Data as crucial in defining these strategies. Innovations in Big Data and data analytics provide significant opportunities for businesses to enhance communication strategies with customers. The study aims to outline the concept of Big Data and understand its influence on digital marketing. The methodology involves a systematic literature review
and bibliometric analysis. Digital marketing, defined as an adaptive, technology-enabled process, includes components like social media marketing, mobile marketing, analytics, e-commerce, and customer data mining. Big Data, a key aspect of the Fourth Industrial Revolution, is defined as the aggregation of data and is seen as crucial for solving long-standing business challenges.
The systematic literature review reveals the evolution of themes in digital marketing and Big Data. It highlights the role of Big Data in predicting consumer behavior, helping companies identify high-value customers, promote loyalty, and customize consumer experiences. The review concludes by emphasizing the expanding role of Big Data in digital marketing in recent years. The systematic literature review and bibliometric analysis contribute to a clear understanding of the published work in this field. Key findings include the use of data in predicting consumer behavior and the strategic influence of Big Data on digital marketing strategies, underlining the importance of data-derived insights for decision-making.
(Figueiredo, Goncalves, & Teixeira, 2021)
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Gaps in Literature/ Future Research Ideas:
The authors propose the next step to be an exploratory study of both qualitative (interviews) and quantitative (questionnaires) nature involving companies and consumers in Portugal. The goal is to understand the impact of
Big Data and similar technologies in the specific context of Portugal. This exploration could reveal regional differences and specific challenges or opportunities related to the application of Big Data in digital marketing. Additionally, the authors suggest delving into the efforts required by companies to shift from a traditional business model to a digital one. This research direction may include examining case studies of businesses that have successfully undergone digital transformation, highlighting challenges faced, strategies employed, and outcomes achieved. Insights from such studies could prove valuable for businesses navigating the digital transition.
These future research recommendations align with the identified gaps and limitations in the existing literature, aiming to provide a more comprehensive understanding of the influence of Big Data on consumer behavior and digital marketing strategies.
Application to your GRAD 695 research: The literature review emphasizes the importance of understanding consumer behavior and using insights to tailor marketing strategies. This literature review can contribute to my research on the technical implementation and optimization of conversion API in digital marketing by providing a deeper understanding of how to leverage API data to influence consumer behavior positively. Moreover, the review discusses the expanding role of Big Data in digital marketing, highlighting its influence on predicting consumer needs and behaviors. My research on conversion API, being a part of data-driven analytics, aligns with this trend. It explores how utilizing API data can contribute to the broader understanding of consumer behavior, enabling more targeted and effective marketing strategies.
Literature Review 3 Reference (in APA format):
Keller, V., Kecskes, P., & Alkhatib, S. (2023). Green Marketing in the Digital Age: A Systematic Literature Review. 1-16.
Link to Literature Review 3: https://research.ebsco.com/c/n37x6l/search/details/cfozqv4luv?
limiters=None&q=literature+review+digital+marketing
Summary of Literature Review 3 (250 words):
The literature review highlights the historical concern for environmental issues, leading to the development of green products and subsequently, green advertising and marketing. Green marketing, aimed at minimizing environmental impact, gained prominence in the late 1980s. The paper draws a crucial distinction between green marketing and sustainability marketing, emphasizing the latter's comprehensive approach encompassing social objectives and environmental preservation. Digital marketing, characterized by the use of electronic GRAD 695 LITERATURE REVIEW ASSIGNMENT JUN 2019
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devices and digital communication, is portrayed as a powerful tool for reaching and understanding consumers efficiently. The review underscores the importance of this digital shift for green marketing, given the increased reliance on technology in the wake of global lockdowns. The primary research objectives are outlined, focusing on analyzing and synthesizing articles to track trends in green and digital marketing. The review identifies five central themes: strategies, challenges, promotion, consumers, and digital media. Discussion segments delve into
the positive effects of digital media on green marketing, emphasizing its correlation with sustainability. Overviews of the field, factors influencing digital media enhancement, and specific affecting factors like attitudes, images, and communication strategies are scrutinized. The identified factors range from individual awareness of eco-friendly products to the economic climate's impact on green product consumption.
In conclusion, the review stresses the increasing popularity of digital marketing, driven by rapid technological advancements, and its crucial role in promoting green products. The identified themes provide a roadmap for future research, indicating a need for deeper exploration of challenges in utilizing digital marketing for green products and a more comprehensive study of green marketing practices in specific industries. The synthesis of research findings offers a valuable resource for scholars, practitioners, and policymakers seeking a nuanced understanding of the evolving landscape of green and digital marketing. (Keller, Kecskes, & Alkhatib, 2023)
Gaps in Literature/ Future Research Ideas:
The literature review suggests an examination of the particular challenges that businesses encounter when employing digital marketing strategies to promote environmentally friendly products. Grasping the hurdles and complexities involved in implementing digital marketing for eco-friendly products is crucial. Additionally, the authors suggest exploring effective strategies for promoting green products via social media platforms. The inquiry involves understanding how companies can utilize social media to connect with environmentally conscious consumers and proficiently convey their dedication to sustainability.
Application to your GRAD 695 research: The literature emphasizes the increasing reliance on technologies in businesses, especially in the context of digital marketing. It acknowledges that the COVID-19 pandemic accelerated the shift towards digitalization. This aligns with my research focus on the technical implementation of APIs in digital marketing, highlighting the broader trend of technology integration in marketing practices. Also, the literature discusses the importance of digital media in modern marketing, stating that digital marketing has become a powerful tool for reaching customers, understanding their needs, and conducting market research. This provides a backdrop for my research, as the implementation of conversion APIs is inherently linked to digital media, enabling seamless communication and data exchange between different platforms. Lastly, the literature touches upon the efficiency and cost reduction aspects of digital marketing through the use of modern digital media. My research on the technical implementation and optimization of conversion APIs aligns with the broader goal of enhancing efficiency in marketing operations.
Literature Review 4
GRAD 695 LITERATURE REVIEW ASSIGNMENT JUN 2019
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Reference (in APA format):
Ada, S., Nabout, N., & Feit, E. M. (2022). Context Information Can Increase Revenue in Online Display Advertising Auctions: Evidence from a Policy Change. Journal of Marketing Research
, 1040-1058.
Link to Literature Review 4: https://research.ebsco.com/c/n37x6l/search/details/osri2ji5oz?limiters=RV
%3AY&q=cookies+digital+marketing+and+review
Summary of Literature Review 4 (250 words):
This research looks at how online ads are sold, specifically focusing on real-time bidding (RTB) markets and programmatic direct advertising. It says these methods are important for the economy, and a lot of money is expected to be spent on them. People are interested in studying these ads because they give a lot of details about
ad transactions and how users, advertisers, and publishers behave. In the past, ads focused on targeting users, and there was a market for data about users' characteristics and online habits. The study looks at a special case: a private European ad exchange. This exchange used to give limited information but then started providing more details about where ads would appear. Using a special way of studying, the research shows that giving more details about where ads will appear helps make more money for the sites. It suggests that advertisers like having more information about the context, even if they already know a lot about the users. The study confirms that being more transparent about where ads will appear affects how much money is made in auctions, especially when advertisers have different preferences for sites. The practical lessons from the study are that being clearer about where ads will appear is good for both advertisers and publishers. This is especially true for private exchanges, where having controlled information helps prevent fraud. The study shows that more ads are being sold through private exchanges, and it emphasizes
the importance of giving information about where ads will appear. The lessons also apply to open exchanges, where there are still difficulties in managing information and being clear about the context. As people become more concerned about privacy, collecting information about users is becoming harder. The study predicts that information about where ads will appear will become more important. It shows that this kind of information is useful alongside user information, and it might affect how ads are planned in the future. The study ends with suggestions for the industry, saying that efforts to be more transparent in open exchanges can help publishers, especially those with many ads to sell. It also suggests that advertisers like having information about where ads will appear, which is becoming more important as rules about collecting user information get stricter. The study
suggests more research should be done on giving very detailed context information and how it affects publishers
and the whole ad market. (Ada, Nabout, & Feit, 2022)
Gaps in Literature/ Future Research Ideas:
The research about online ads is helpful, but there are some areas where more study could help. The study looks
at how ads affect money and strategies, but it doesn't really look at how these changes might affect people using
the internet. To really understand, we need to know how users feel and what they like when ads show more information.
Also, the study talks a lot about a specific ad market in Europe. It gives good ideas, but we don't know if these ideas work the same in different parts of the world. It would be better if we could use these ideas in many GRAD 695 LITERATURE REVIEW ASSIGNMENT JUN 2019
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places. The study looks at the short-term effects of a rule change on how much money is made. It would be good to see if this change keeps helping over a long time or if things change. The study talks a bit about how privacy rules are different now, but it doesn't really say much about how it's right or wrong to show more information. In the future, it might be good to study if it's okay or not to give out more details.
Application to your GRAD 695 research: The thesis and literature review are both talking about problems in digital marketing. The thesis focuses on difficulties with Conversion API integration, while the literature review looks at issues related to user privacy and changes in advertising. They both care about keeping data accurate for marketers to make good decisions. The thesis is worried about problems with Google's Cookie depreciation, and the literature review talks about the importance of being clear about context in ads. They suggest solutions: the thesis wants standardized protocols for API integration, and the literature review thinks more transparency about context is helpful. Overall, they show that digital advertising faces challenges, and the thesis deals with a specific part of these bigger issues.
Restate your Problem Statement (making any adjustments as necessary): The persistent difficulty of seamlessly integrating Conversion API poses a major barrier to maximizing data integrity and campaign success in the continually expanding field of digital marketing. This is a critical issue since it directly affects the dependability of crucial data, limiting marketers' capacity to make educated decisions and, as a result, compromising the success of advertising activities. This difficulty is exacerbated by Google's forthcoming Cookie depreciation in 2024, which will further erode the traditional tracking techniques on which advertisers rely. A potential solution to this twofold predicament is the creation and widespread acceptance of standardized protocols for Conversion API integration, which would promote a more uniform and
dependable data interchange procedure across varied platforms. Implementing such a solution not only tackles the immediate integration difficulty, but it also prepares the digital marketing sector for the post-Cookie age, improving the precision of performance indicators and allowing marketers to confidently navigate the developing terrain. Failure to address this integration challenge proactively threatens the spread of incorrect insights, worsening the impact of Cookie depreciation and leading to misdirected tactics, inefficient resource allocation, and a lower return on investment in the digital marketing world.
References
Ada, S., Nabout, N., & Feit, E. M. (2022). Context Information Can Increase Revenue in Online Display Advertising Auctions: Evidence from a Policy Change. Journal of Marketing Research
, 1040-1058.
Figueiredo, F., Goncalves, M. J., & Teixeira, S. (2021). Information Technology Adoption on Digital Marketing: A Literature Review. Big Data Analytics, AI and Machine Learning in Marketing
, 1-22.
Keller, V., Kecskes, P., & Alkhatib, S. (2023). Green Marketing in the Digital Age: A Systematic Literature Review. 1-16.
Tabuena, A. C., Necio, S. M., Macaspac, K. K., Bernardo, M. P., Domingo, D., & De Leon, P. D. (2022). A Literature Review on Digital Marketing Strategies and Its Impact on Online Business Sellers During the COVID-19 Crisis. Asian Journal of Management Entrepreneurship and Social Sciene
, 141-153.
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