The role of digital and social media marketing in consumer behavior

By Andrew T. Stephen. 2016

469 citations recorded by the source corpus.

This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments, and (v) online word of mouth (WOM). Collectively these articles shed light from many different angles on how consumers experience, influence, and are influenced by the digital environments in which they are situated as part of their daily lives. Much is still to be understood, and existing knowledge tends to be disproportionately focused on WOM, which is only part of the digital consumer experience. Several directions for future research are advanced to encourage researchers to consider a broader range of phenomena.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2433254a9df37729159daa5eeec56123e122518e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Lauren Grewal
2. Nicole Coleman
3. Andrew T. Stephen
4. Cait Lamberton
5. P. K. Kannan
6. Hongshuang Li

In Sociology and Political Science

1. Lauren Grewal
2. Cait Lamberton
3. Nicole Coleman
4. Andrew T. Stephen
5. P. K. Kannan
6. Hongshuang Li

Citations in the corpus

• When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest (2019, background): “This is in line with recent calls for social media marketing research to be broader than just WOM (Lamberton and Stephen 2016) and to consider social media use from a psychological perspective (Stephen 2016).”
• A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “Stephen (2016) reviews recent DSMM work in consumer behavior and consumer psychology.”