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

Yogesh Dwivedi Orcid Logo, Elvira Ismagilova, Laurie Hughes Orcid Logo, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S. Krishen, Vikram Kumar, Mohammad M. Rahman, Ramakrishnan Raman, Philipp A. Rauschnabel, Jennifer Rowley, Jari Salo, Gina A. Tran, Yichuan Wang

International Journal of Information Management, Volume: 59, Start page: 102168

Swansea University Authors: Yogesh Dwivedi Orcid Logo, Laurie Hughes Orcid Logo

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Abstract

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 chall...

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Published in: International Journal of Information Management
ISSN: 0268-4012
Published: Elsevier BV 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa54400
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Abstract: 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.
Keywords: Artificial intelligence; Augmented reality marketing; Digital marketing; Ethical issues; eWOM; Mobile marketing; Social media marketing
College: Faculty of Humanities and Social Sciences
Start Page: 102168