A Systematic Literature Review of Profit Models for Online Marketing Channels

During the last years, studies on analytical models in the field of online marketing channels have gained the attention of researchers along with the increase in the variety of alternatives that firms can access to market globally and improve their profits. A systematic review methodology was employed to screen the studies proposing profit models on online marketing channels and to identify research gaps in this area. The findings show that the comparative analysis of profitability of different online marketing channels was under-explored. Since most studies consider specific advertising forms in isolation, they offer little guidance for driving budget allocation decisions under budget constraints. Therefore, this study suggests the need of new analytical models to meet a gap in the literature and to adequately account for a variety of digital channels that firms usually rely upon to increase their profits.