Country-of-origin effect and digital marketing: Evaluating current and future of marketing

The country-of-origin effect, which has been researched extensively in marketing literature, has lately been impacted in several ways by digital marketing and associated actions. This study aims to address the issue's current state in a variety of ways and to draw future conclusions about its many aspects. The study examines the country-of-origin effect and digital marketing concepts together by including the intervention topics of two concepts and the future of the topics for the next years. For the intervention side of two topics, four topics are concluded in the study: the effect of COO on digital marketing strategy and decisions, the effect of digital marketing on COO-related consumer constructs, the indirect effects of COO on consumers and digital marketing relationships, and the effect of COO on macro environment concepts. For the future of the topics, three topics are included in the study: increasing usage of existing digital marketing activities for COO, the employment of AI-supported content generation systems, and the potential of using AI-supported research and analysis.