Setting the future of digital and social media marketing research: Perspectives and research propositions

• Published in: International journal of information management Vol. 59; p. 102168
• Main Authors: Dwivedi, Yogesh K., Ismagilova, Elvira, Hughes, D. Laurie, Carlson, Jamie, Filieri, Raffaele, Jacobson, Jenna, Jain, Varsha, Karjaluoto, Heikki, Kefi, Hajer, Krishen, Anjala S., Kumar, Vikram, Rahman, Mohammad M., Raman, Ramakrishnan, Rauschnabel, Philipp A., Rowley, Jennifer, Salo, Jari, Tran, Gina A., Wang, Yichuan
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.08.2021; Elsevier Science Ltd
• Subjects: Artificial intelligence; Augmented reality; Augmented reality marketing; Business administration; Consumer behavior; Content management systems; Digital marketing; Digital media; Ethical issues; eWOM; Humanities and Social Sciences; Marketing; Mobile marketing; Social media marketing; Social networks; Word of mouth advertising; Social media marketing; Mobile marketing; Augmented reality marketing; Digital marketing; Artificial intelligence; Ethical issues; eWOM; eWOM Mobile marketing
• ISSN: 0268-4012; 1873-4707
• DOI: 10.1016/j.ijinfomgt.2020.102168

•Huge potential for marketers that implement AI, VR technologies.•Customer engagement behaviors and customer journeys enhanced via SMM.•Importance of ethical practice and explainability in use of AI and ML.•Trust is positively impacted via the cultivation of customer engagement.•eWOM overload can be mitigated by applying new tools and mechanisms. The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.