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

•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...