A systematic review of technological innovation in marketing: implications for individuals, organizations, and the broader environment

The rapid evolution of digital technologies has transformed marketing, yet academic understanding remains fragmented and often descriptive. This systematic review moves beyond descriptive consolidation to critically synthesized 93 peer-reviewed studies (2019–2025) on technological innovation in marketing. The researcher identifies a dominant firm-performance focus in the literature and significant gaps in understanding individual-level and environmental impacts. By interrogating tensions such as between top-down management support and bottom-up innovation, or between hyper-personalization and privacy, this review advances theory. The researcher integrates the Resource-Based View and Technology-Organization-Environment frameworks to propose a novel Dynamic Capabilities Model for Technology-Driven Marketing. This model illustrates the interdependent relationships between six key factors (Management Support, Computer Staff Support, Ease of System Use, Individual Performance, Firm Performance and Customer Orientation) within organizational, individual and environmental contexts. The review concludes with a specific agenda for future research, offering testable propositions and addressing critical blind spots, particularly in sustainability. This work provides scholars with a refined theoretical lens and practitioners with a strategic framework for leveraging technology while navigating ethical and operational complexities.