ABSTRACT
Over the years, scholars from different disciplines have contributed to the literature on long tail theory from their unique perspectives. As a result, there are some contradictory propositions in the literature. In this paper, we aimed to contribute to the research on long tail theory by attempting to untangle some of the literature’s main contradictions. We will first discuss the debate on the nature of long tail theory, followed by reviewing the research on its application, before proposing future directions of research for the subject.
Keywords
Long tail theory, power law distribution, 80/20 rule, internet