A review of digital family businesses: setting marketing strategies, business models and technology applications
International Journal of Entrepreneurial Behavior & Research
ISSN: 1355-2554
Article publication date: 10 June 2022
Issue publication date: 17 January 2023
Abstract
Purpose
Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In this context, this study aims to identify major online marketing strategies, business models and technology applications developed to date by family firms. Methodology: Upon a systematic literature review, we develop a multiple correspondence analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.
Design/methodology/approach
Upon a systematic literature review, we develop an MCA under the HOMALS framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.
Findings
Relevant indicators are identified for the successful development of digital family businesses classified in the following three categories: (1) digital business models, (2) digital marketing techniques and (3) technology applications. The first category consists of four digital business models: mobile marketing, e-commerce, cost per click, cost per mile and cost per acquisition. The second category includes six digital marketing techniques: search marketing (search engine optimization and search engine marketing (SEM) strategies), social media marketing, social ads, social selling, websites and online reputation optimization. Finally, the third category consists of the following aspects: digital innovation, digital tools, innovative marketing, knowledge discovery and online decision making. In addition, five research propositions are developed for further discussion and future research.
Originality/value
To the best of our knowledge, this study is the first to cover this research topic applying the emerging programming language R for the development of an MCA under the HOMALS framework.
Keywords
Acknowledgements
The authors acknowledge the funding support by the Ministry of Science, Innovation and Universities and the European Regional Development (RTI2018-096295-B-C22).
Citation
Saura, J.R., Palacios-Marqués, D. and Barbosa, B. (2023), "A review of digital family businesses: setting marketing strategies, business models and technology applications", International Journal of Entrepreneurial Behavior & Research, Vol. 29 No. 1, pp. 144-165. https://doi.org/10.1108/IJEBR-03-2022-0228
Publisher
:Emerald Publishing Limited
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