What is it about?

This study synthesises current understanding and developments in omnichannel marketing, provides a comprehensive and structured review of this domain, and suggests future research directions

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Why is it important?

This study is useful for practitioners as it outlines the pillars of recent developments in omnichannel marketing based on scholarly literature.


We find mature themes such as consumer behaviour, customer decision, and customer experience, as well as emerging topics such as customer engagement and switching experience, thus allowing us to define key trends in omnichannel marketing

Dr. Thinh Gia Hoang
RMIT University

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This page is a summary of: Omnichannel marketing: structured review, synthesis, and future directions, The International Review of Retail Distribution and Consumer Research, February 2022, Taylor & Francis,
DOI: 10.1080/09593969.2022.2034125.
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