Review of Analysis:
Digital tools –> Strong alignment
Goals –> Moderate alignment
Values –> Moderate alignment
Judgement:
Marketing and Digital Humanities are moderately (somewhat) compatible
They share:
- digital tools
- platform analysis
- interest in online behavior
But differ in:
- profit vs knowledge
- overall purpose
Conclusion:
Collaboration is possible and productive, especially in research involving:
- digital platforms
- algorithms
- online culture
Shared tools create a strong overlap, while differences in motivation limit full alignment