New media and digital marketing: synergy models and recommendations for convergence of the two disciplines

Abstract

THE AIMS OF THE PAPER

First and foremost, the goal is to develop usable synergy models in practice and theory by analysing scientific and research trends of new media and digital marketing. The reason behind this goal is the relatively small number of available international publications and research projects in the intersection comparing the versatile possibilities of discourse-approach and forecasting.

METHODOLOGY

The study is built on three pillars. The first one provides a literature review about the framework of digital technology based on the fundamental interdisciplinary sources. The second one filters and summarises the relevant academic trends applying standard scientific and research databases. The last one presents a future vision by the first two synergy models and the emerging trends.

MOST IMPORTANT RESULTS

New media as an extensive and comprehensive socio-cultural interpretative framework, and the research fields of the more specific digital marketing have strong synergies. As an interdisciplinary field, some of their research projects are inseparable and would be interpreted as a resource for each other. The first model emphasises the role of the modest approach of technological determinism. The second one highlights the already unavoidable digital marketing fields and new media context – via their intersection, and also, via their different approaches. The third model provides a future vision by the emerging technological trends and their consequences regarding the synergy of the two disciplines.

RECOMMENDATIONS

The paper outlines the importance of synergies for research studies and for professional projects based on the models briefly described above.