The future of social media in marketing

By Gil Appel, Lauren Grewal, Rhonda Hadi, Andrew T. Stephen. Journal of the Academy of Marketing Science, 2019

1,573 citations recorded by the source corpus.

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/20ef4f49077b6d85e7dded75ee503cddbe80aaec

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Citations in the corpus

Digital technologies: tensions in privacy and data (2022, background): “Facebook, as noted, sells in-depth insights and analytics based on its users ’ personal data (Appel et al., 2020), and Twitter sells third-party subscriptions to its API that allow other firms to explore users ’ behaviors.”
Sentiment analysis and its applications in fighting COVID-19 and infectious diseases: A systematic review (2020, background): “Social media platforms are gaining remarkable influence than ever before and are considered one of the fastest growing information systems for social applications (Appel, Grewal, Hadi, & Stephen, 2020; Xu, Zayed, Lin, Wang, & Li, 2020).”
Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, background): “, promotion, advertising, and campaigns) will be fully dominated and controlled by social media platforms (Appel et al., 2020; Dwivedi et al., 2020; Ibrahim et al., 2020).”
The future of technology and marketing: a multidisciplinary perspective (2019, background): “Appel et al. (2020) suggest social media as a potential tool to engender greater consumer trust regarding the use of their private information.”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Lamberton and Stephen’s (2016) comprehensive examination of the literature suggests that a DCM offers several benefits to customers including exploratory and positive behaviors that directly benefit the brand (cf. Appel et al. 2019; Dabbous & Barakat, 2020; Leeflang et al. 2014).”