Marketing academics and practitioners have discerned the evolution in the prominence of digital, social media and mobile marketing based on technological innovations. Digital marketing has evolved over time from a specific marketing of products and services using digital channels to activities, institutions and processes facilitated by digital technologies. From an inclusive perspective, digital marketing refers to an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver and sustain value for all stakeholders. Digital technologies allow the new adaptive process, institution and processes in marketing communication. The adaptive process creates value in new ways in new digital environments. Institutions build foundational capabilities to create such value jointly for their customers and for themselves. Processes create value through new customer experiences and through interactions among customers. The purpose of the assessment is to establish the current status of research evaluating digital marketing communication and to show how digital technology has shaped marketing communication evaluations. This study provides a broad disciplinary review of key cited works in digital marketing communication research and examines the effectiveness of various evaluation approaches, including new directions designed to capture meaningful insights and marketing communication value in digital marketing communication.

Virtual reality refers to an immersive computer-generated, interactive, 3D environment that offers media richness and interactivity. VR provides high media richness verified by the sensory depth and breadth of an interface. The purpose of this study is to investigate the relationships among mindsets, VR experience, perceived interactivity, attitude and purchase. This study clarifies the concept of VR experience and enlightened the relationship between VR experience, perceived interactivity, attitude and purchase intention. The study clarifies technology-driven experience, especially VR experience that can be differentiated from direct and indirect experience. The study can be a starting point to identifying how new technology boosts experiences by reflecting types of VR experience including spatial experience, presence experience, sensory experience and behavioral experience .

Recently, flipped learning has become prevalent as a new education model in higher education. Flipped learning (FL) refers to switching and restructuring classwork and homework content, i.e., instructional multimedia concepts at home and enrichment and reinforcement in class. Flipped or inverted classes focus on activities and participation during the class time of students, who should previously watch the video materials. However, FL is different from just watching videos before classes. Video clips are not supplementary class material or even all the lectures. FL is an innovative way to change passive learners to active learners as they lead the classes and utilize teachers for guidance. The purpose of the study is to investigate how technology-driven FL works for marketing courses at the college level. In class, students are supposed to do projects as a member of a group and they also lead the class with what they have learned from video clips they watched before coming to class. FL offers student centered learning, where students can control the learning pace and can get benefits from peer learning in marketing courses.