Technology-enabled interactions in digital environments:a conceptual foundation for current and future research

Abstract

The expansive scope of articles featured in this Special Issue on “The Future of Technology in Marketing” is impressive. The range of topics examined illustrates, in a very compelling manner, how technology is reshaping wide swaths of markets in digital environments—and the rapidly evolving role of marketing in these markets. These changes raise a number of new challenging questions, but also represent a significant opportunity for scholars in marketing and information sciences. In this commentary we share our perspective on topics discussed in this Special Issue and also share ideas for advancing current and future research in this area.