Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
53ENV
Hy
Computer-Mediated Markets
Family
16. Digital, Data, and Technology (VI · Context)
Era
Period 4: Orientation and Relationships, 1990s
Block
ENV · Environment and context
Tier
Landmark
Cell card
Description
Hoffman and Novak described the Web as a hypermedia computer-mediated environment in which many-to-many communication and the experience of flow replace the one-to-many model of mass media, laying the conceptual foundation for online marketing.
Managerial Implications
Digital environments are many-to-many: customers interact with each other and with content, not just with the firm. Marketing in such environments must earn attention through flow and engagement rather than interrupt it. Design digital experiences for interactivity and control by the customer, measure engagement rather than exposure, and expect customers to shape the brand conversation as much as you do.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
