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

By Yogesh Kumar Dwivedi, Elvira R. Ismagilova, D. L. Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S. Krishen and 8 more. International Journal of Information Management, 2020

2,503 citations recorded by the source corpus.

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.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b7cdf59aaf1e92c00ec2719caf6a6d9a41a2cf33

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Citations in the corpus

Impact of COVID-19 pandemic on information management research and practice: Transforming education, work and life (2020, methodology): “This section is organised by employing the approach set out in Dwivedi et al. (2015), Dwivedi et al. (2019), Dwivedi et al. (2020) and Kizgin et al. (2020) for presenting consolidating experts’ contributions relating to the impact of the COVID-19 pandemic on IS-related research and practice.”
An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance (2021, background): “Marketers can benefit significantly by adopting AI and VR technologies (Dwivedi et al., 2020).”
What is XR? Towards a Framework for Augmented and Virtual Reality (2022, background): “This specification is basically the translation of technical mixed reality characteristics (e.g., spatial anchors, stereoscopic 3D, etc.) on a higher level of abstraction in the user ’ s voice ( “ very realistic ” ), as discussed in Dwivedi et al. (2020).”
Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction (2020, background): “Regarding social influence factors, Yang et al. (2016) and Dwivedi et al. (2020) state that social influence impacts on the use of the system whereby using this system makes the user feel he has a better image, called Social Influence.”