Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.

数字营销传播，即企业和消费者之间通过数字或电子媒体进行的传播，正在迅速增长，尤其是在 COVID-19 时代。我们提出了一个分析数字营销传播的框架，包括企业对消费者 (B2C)、企业对企业 (B2B)、消费者对消费者 (C2C) 和消费者对企业 (C2B) 四大类. 我们为研究人员和从业者回顾和总结了 2000-2021 年这些对立的文献，主要有四个方面：目标；渠道、媒体和平台；内容; 和回应。我们发现，尽管数字营销的国界存在漏洞，但现有的数字营销传播研究主要涉及特定的国家层面而不是全球层面。我们得出重要的见解，沿着这些维度确定每个二元组中的关键研究差距和问题。我们建议在三个主要组成部分下解决这些研究问题的方法：实质性问题、数据和方法。这些方法可以为管理者提供在本地和全球范围内更好地制定数字营销策略所需的见解。