The Digital Channel Governance Framework for Managing Direct-to-Consumer, Marketplace, Social Commerce, and Partner Channels

imbaspub.com-qrss-1791855803-q622863686 1791855803 Institute for Management, Business, and Accounting Studies info@imbaspub.com Institute for Management, Business, and Accounting Studies Journal of Digital Business and Management Studies J. Digit. Bus. Manag. Stud. 3149-9597 2026 6 1 The Digital Channel Governance Framework for Managing Direct-to-Consumer, Marketplace, Social Commerce, and Partner Channels Sofia Alvarez Miguel Herrera Lucia Vega Pablo Torres Carla Rios 2026 10.68159/q622863686 https://imbaspub.com/pub/journal/3/article/q622863686 Saghiri S, Wilding R, Mena C, Bourlakis M. Toward a three-dimensional framework for omni-channel. J Bus Res. 2017;77:53-67. Cao L, Li L. Determinants of retailers’ cross-channel integration: An innovation diffusion perspective on omni-channel retailing. J Interact Mark. 2018;44(1):1-6. Berman B, Thelen S. Planning and implementing an effective omnichannel marketing program. Int J Retail Distrib Manag. 2018;46(7):598-614. Barwitz N, Maas P. Understanding the omnichannel customer journey: Determinants of interaction choice. J Interact Mark. 2018;43(1):116-33. Hilken T, Heller J, Chylinski M, Keeling DI, Mahr D, de Ruyter K. Making omnichannel an augmented reality: The current and future state of the art. J Res Interact Mark. 2018;12(4):509-23. Aithal RK, Maurya H. Exploring channel conflict in an emerging economy: The small retailer’s perspective. Int J Retail Distrib Manag. 2017;45(10):1061-78. Du Y, Cui M, Su J. Implementation processes of online and offline channel conflict management strategies in manufacturing enterprises: A resource orchestration perspective. Int J Inf Manag. 2018;39:136-45. Lehrer C, Trenz M. Omnichannel business. Electron Mark. 2022;32(2):687-99. 10.1007/s12525-021-00511-1 Claro DP, Vojnovskis D, Ramos C. When channel conflict positively affect performance: Evidence from ICT supplier-reseller relationship. J Bus Ind Mark. 2018;33(2):228-39. Carson SJ, Ghosh M. An integrated power and efficiency model of contractual channel governance: Theory and empirical evidence. J Mark. 2019;83(4):101-20. Cui TH, Ghose A, Halaburda H, Iyengar R, Pauwels K, Sriram S, et al. Informational challenges in omnichannel marketing: Remedies and future research. J Mark. 2021;85(1):103-20. Gielens K, Steenkamp JB. Branding in the era of digital (dis) intermediation. Int J Res Mark. 2019;36(3):367-84. Pasirayi S, Fennell PB. The effect of subscription-based direct-to-consumer channel additions on firm value. J Bus Res. 2021;123:355-66. Kalayci E, Becker JU, Barrot C. Understanding customers’ choice for digital D2C versus multi-brand operations. J Retailing. 2024;100(2):256-73. Van Crombrugge M, Breugelmans E, Cleeren K, Neslin SA. Retailer marketing mix response when launching a direct channel: Not all retailers are alike. J Acad Mark Sci. 2025;53(5):1379-400. Maier E, Wieringa J. Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer's own channels. Int J Res Mark. 2021;38(2):311-28. Cozzolino A, Corbo L, Aversa P. Digital platform-based ecosystems: The evolution of collaboration and competition between incumbent producers and entrant platforms. J Bus Res. 2021;126:385-400. Hagiu A, Teh TH, Wright J. Should platforms be allowed to sell on their own marketplaces?. RAND J Econ. 2022;53(2):297-327. Tajvidi M, Richard MO, Wang Y, Hajli N. Brand co-creation through social commerce information sharing: The role of social media. J Bus Res. 2020;121:476-86. Lu B, Chen Z. Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Inf Manag. 2021;58(7):103509. Wang J, Shahzad F, Ahmad Z, Abdullah M, Hassan NM. Trust and consumers’ purchase intention in a social commerce platform: A meta-analytic approach. SAGE Open. 2022;12(2):21582440221091262. de Carvalho GJ, Machado MC, Correa VS. Omnichannel and consumer and retailer perceived risks and benefits: A review. Int J Retail Distrib Manag. 2024;52(3):295-311. Homburg C, Vomberg A, Muehlhaeuser S. Design and governance of multichannel sales systems: Financial performance consequences in business-to-business markets. J Mark Res. 2020;57(6):1113-34. Li J, Chen Z, Kwon O, Wang J. Modes of control in international digital commerce: evidence from Amazon. com. J Int Bus Stud. 2025;56(3):440-50. Neslin SA. The omnichannel continuum: Integrating online and offline channels along the customer journey. J Retailing. 2022;98(1):111-32. Nguyen A, McClelland R, Hoang Thuan N, Hoang TG. Omnichannel marketing: structured review, synthesis, and future directions. Int Rev Retail Distrib Consum Res. 2022;32(3):221-65. Thaichon P, Quach S, Barari M, Nguyen M. Exploring the role of omnichannel retailing technologies: Future research directions. Australas Mark J. 2024;32(2):162-77. Kim NL, Shin DC, Kim G. Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands. Fashion Textiles. 2021;8(1):8.