Setting the future of digital and social media marketing research: Perspectives and research propositions
•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...
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| Published in | International journal of information management Vol. 59; p. 102168 |
|---|---|
| Main Authors | , , , , , , , , , , , , , , , , , |
| Format | Journal Article |
| Language | English |
| Published |
Kidlington
Elsevier Ltd
01.08.2021
Elsevier Science Ltd |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0268-4012 1873-4707 |
| DOI | 10.1016/j.ijinfomgt.2020.102168 |
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| Abstract | •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. |
|---|---|
| AbstractList | 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. •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. 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. 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. |
| ArticleNumber | 102168 |
| Author | Karjaluoto, Heikki Rahman, Mohammad M. Hughes, D. Laurie Tran, Gina A. Carlson, Jamie Jain, Varsha Kefi, Hajer Rowley, Jennifer Ismagilova, Elvira Jacobson, Jenna Krishen, Anjala S. Filieri, Raffaele Raman, Ramakrishnan Rauschnabel, Philipp A. Kumar, Vikram Salo, Jari Wang, Yichuan Dwivedi, Yogesh K. |
| Author_xml | – sequence: 1 givenname: Yogesh K. surname: Dwivedi fullname: Dwivedi, Yogesh K. email: y.k.dwivedi@swansea.ac.uk organization: Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, UK – sequence: 2 givenname: Elvira surname: Ismagilova fullname: Ismagilova, Elvira email: e.ismagilova@bradford.ac.uk organization: International Business, Marketing and Branding Research Centre, School of Management, University of Bradford, Bradford, UK – sequence: 3 givenname: D. Laurie surname: Hughes fullname: Hughes, D. Laurie email: d.l.hughes@swansea.ac.uk organization: Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Bay Campus, UK – sequence: 4 givenname: Jamie surname: Carlson fullname: Carlson, Jamie email: Jamie.carlson@newcastle.edu.au organization: Faculty of Business and Law, University of Newcastle, Newcastle, Australia – sequence: 5 givenname: Raffaele surname: Filieri fullname: Filieri, Raffaele email: rfilieri@audencia.com organization: Audencia Business School, Marketing Department, Nantes, France – sequence: 6 givenname: Jenna surname: Jacobson fullname: Jacobson, Jenna email: jenna.jacobson@ryerson.ca organization: Ted Rogers School of Management, Ryerson University, Toronto, Canada – sequence: 7 givenname: Varsha surname: Jain fullname: Jain, Varsha email: varsha.jain@micamail.in organization: Marketing Area, MICA, Ahmedabad, India – sequence: 8 givenname: Heikki surname: Karjaluoto fullname: Karjaluoto, Heikki email: heikki.karjaluoto@jyu.fi organization: Marketing/School of Business and Economics, University of Jyväskylä, Finland – sequence: 9 givenname: Hajer surname: Kefi fullname: Kefi, Hajer email: h.kefi@psbedu.paris organization: PSB, Paris School of Business, Paris, France – sequence: 10 givenname: Anjala S. surname: Krishen fullname: Krishen, Anjala S. email: anjala.krishen@unlv.edu organization: Marketing & International Business, University of Nevada, Las Vegas, USA – sequence: 11 givenname: Vikram surname: Kumar fullname: Kumar, Vikram email: vikram@srvmedia.com organization: Symbiosis Institute of Business Management, Pune, India – sequence: 12 givenname: Mohammad M. surname: Rahman fullname: Rahman, Mohammad M. email: MMRahman@ship.edu organization: John L. Grove College of Business, Shippensburg University, Shippensburg, USA – sequence: 13 givenname: Ramakrishnan surname: Raman fullname: Raman, Ramakrishnan email: director@sibmpune.edu.in organization: Symbiosis Institute of Business Management, Pune, India – sequence: 14 givenname: Philipp A. surname: Rauschnabel fullname: Rauschnabel, Philipp A. email: philipp.rauschnabel@gmail.com organization: College of Business, Digital Marketing and Media Innovation, Universität der Bundeswehr München, Neubiberg, Germany – sequence: 15 givenname: Jennifer surname: Rowley fullname: Rowley, Jennifer email: j.rowley@mmu.ac.uk organization: Marketing, Retail, and Tourism, Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK – sequence: 16 givenname: Jari surname: Salo fullname: Salo, Jari email: jari.salo@helsinki.fi organization: Department of Economics and Management, University of Helsinki, Helsinki, Finland – sequence: 17 givenname: Gina A. surname: Tran fullname: Tran, Gina A. email: Gtran@fgcu.edu organization: Marketing Department, Lutgert College of Business, Florida Gulf Coast University, Fort Myers, USA – sequence: 18 givenname: Yichuan surname: Wang fullname: Wang, Yichuan email: yichuan.wang@sheffield.ac.uk organization: Sheffield University Management School, University of Sheffield, Sheffield, UK |
| BackLink | https://hal.science/hal-04713688$$DView record in HAL |
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| Snippet | •Huge potential for marketers that implement AI, VR technologies.•Customer engagement behaviors and customer journeys enhanced via SMM.•Importance of ethical... 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... |
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| SubjectTerms | 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 |
| Title | Setting the future of digital and social media marketing research: Perspectives and research propositions |
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