A systematic literature review on digital marketing strategies: A TCCM framework approach

Abstract

Purpose: This study aim framework all the studies in Digital marketing strategy via adapting TCCM model.

Methodology: The TCCM framework is a systematic technique commonly utilised in literature reviews, particularly in management, social sciences, and education, to present previous research in a logical, analytical, and structured manner. In the TCCM model, only papers that have been published in Q1 journals have been included in four steps (Theory, Context, Characteristics, Method).

Results: TCCM model offers a comparative analysis of many theories utilised in the industrial setting, emphasising marketing systems and their dynamics. The meta-ecosystems idea highlights the incorporation of marketing systems within larger ecological and commercial contexts. It asserts that marketing systems operate not alone, but as components of interconnected ecosystems that perpetually adapt. This method is especially effective in examining the alignment of marketing plans with environmental and societal ecosystems, taking into account both sustainability and systemic relationships. Quantitative approaches are employed to evaluate intricate interactions among variables such as marketing systems, ecosystems, and business networks, frequently utilising system modelling or statistical analysis.

Originality: TCCM framework offers a strategic perspective for academics and practitioners to enhance and create digital marketing strategies with more accuracy and clarity.