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

Ellie Ismagilova Orcid Logo, Yogesh Dwivedi, Elvira Ismagilova, David Hughes, 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: Ellie Ismagilova Orcid Logo, Yogesh Dwivedi, David Hughes

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DOI (Published version): 10.1016/j.ijinfomgt.2020.102168

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
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URI: https://cronfa.swan.ac.uk/Record/cronfa54400
first_indexed 2020-06-06T03:09:47Z
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spelling 2022-10-26T11:05:41.4014188 v2 54400 2020-06-05 Setting the future of digital and social media marketing research: Perspectives and research propositions 978a0722ccb70c8c3816004d8a9f1567 0000-0001-9634-194X Ellie Ismagilova Ellie Ismagilova true false d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 7abaa0ecff88cdfd7a208d27a8b62173 David Hughes David Hughes true false 2020-06-05 CBAE 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. Journal Article International Journal of Information Management 59 102168 Elsevier BV 0268-4012 Artificial intelligence; Augmented reality marketing; Digital marketing; Ethical issues; eWOM; Mobile marketing; Social media marketing 1 8 2021 2021-08-01 10.1016/j.ijinfomgt.2020.102168 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2022-10-26T11:05:41.4014188 2020-06-05T23:32:21.8543034 Faculty of Humanities and Social Sciences School of Management - Business Management Ellie Ismagilova 0000-0001-9634-194X 1 Yogesh Dwivedi 2 Elvira Ismagilova 3 David Hughes 4 Jamie Carlson 5 Raffaele Filieri 6 Jenna Jacobson 7 Varsha Jain 8 Heikki Karjaluoto 9 Hajer Kefi 10 Anjala S. Krishen 11 Vikram Kumar 12 Mohammad M. Rahman 13 Ramakrishnan Raman 14 Philipp A. Rauschnabel 15 Jennifer Rowley 16 Jari Salo 17 Gina A. Tran 18 Yichuan Wang 19 54400__25589__d6952bef77ff44519f87efbdfbaff402.pdf 54400_VoR.pdf 2022-10-26T10:57:48.8702859 Output 2773133 application/pdf Version of Record true © 2020 The Authors. This is an open access article under the CC BY license true eng http://creativecommons.org/licenses/by/4.0/
title Setting the future of digital and social media marketing research: Perspectives and research propositions
spellingShingle Setting the future of digital and social media marketing research: Perspectives and research propositions
Ellie Ismagilova
Yogesh Dwivedi
David Hughes
title_short Setting the future of digital and social media marketing research: Perspectives and research propositions
title_full Setting the future of digital and social media marketing research: Perspectives and research propositions
title_fullStr Setting the future of digital and social media marketing research: Perspectives and research propositions
title_full_unstemmed Setting the future of digital and social media marketing research: Perspectives and research propositions
title_sort Setting the future of digital and social media marketing research: Perspectives and research propositions
author_id_str_mv 978a0722ccb70c8c3816004d8a9f1567
d154596e71b99ad1285563c8fdd373d7
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author_id_fullname_str_mv 978a0722ccb70c8c3816004d8a9f1567_***_Ellie Ismagilova
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
7abaa0ecff88cdfd7a208d27a8b62173_***_David Hughes
author Ellie Ismagilova
Yogesh Dwivedi
David Hughes
author2 Ellie Ismagilova
Yogesh Dwivedi
Elvira Ismagilova
David Hughes
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
format Journal article
container_title International Journal of Information Management
container_volume 59
container_start_page 102168
publishDate 2021
institution Swansea University
issn 0268-4012
doi_str_mv 10.1016/j.ijinfomgt.2020.102168
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description 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.
published_date 2021-08-01T07:58:34Z
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score 11.048085

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