Computer-Mediated Markets

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. Written when the commercial web was three years old, it is the only cell among the ten that defined its subject before the subject existed at scale.

The shortest column in the Core Table (four cells, none before the 1990s) and one of its most restless: three block changes in three steps, from environment to implementation process to inputs and back to environment. Digital has been a setting, a process, a resource, and a setting again.

Two curated links out, to Customer Engagement (engagement behaviors are studied in interactive settings) and Omnichannel (online and mobile channels began here), plus 11 deep-dive mentions in seven families: interactive home shopping, electronic intermediaries, electronic word of mouth, brands in social media, electronic logistics, and international marketing in a digital era.

No documented link in. The anchor cites a single other anchor work, Glazer (1991) on marketing in an information-intensive environment. The family's earlier cells, Little's decision support systems (1979) and database marketing (1989), live in the deep dive, not on the Core Table; the Core column begins with the Web.

Six anchor works in three families cite it, every one of them a founding paper of a digital sub-stream: Interactive Home Shopping (Alba et al., 1997), Networked Narratives (Kozinets et al., 2010), Brands in Social Media (Gensler et al., 2013), Retargeting (Lambrecht and Tucker, 2013), Brand Engagement in Social Media (Hollebeek, Glynn, and Brodie, 2014), and the computer-mediated environments synthesis (Yadav and Pavlou, 2014).