Setting the future of digital and social media marketing research: Perspectives and research propositions |
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| Institution: | 1. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, UK;2. International Business, Marketing and Branding Research Centre, School of Management, University of Bradford, Bradford, UK;3. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Bay Campus, UK;4. Faculty of Business and Law, University of Newcastle, Newcastle, Australia;5. Audencia Business School, Marketing Department, Nantes, France;6. Ted Rogers School of Management, Ryerson University, Toronto, Canada;7. Marketing Area, MICA, Ahmedabad, India;8. Marketing/School of Business and Economics, University of Jyväskylä, Finland;9. PSB, Paris School of Business, Paris, France;10. Marketing & International Business, University of Nevada, Las Vegas, USA;11. Symbiosis Institute of Business Management, Pune, India;12. Symbiosis International (Deemed University), Pune, India;13. John L. Grove College of Business, Shippensburg University, Shippensburg, USA;14. College of Business, Digital Marketing and Media Innovation, Universität der Bundeswehr München, Neubiberg, Germany;15. Marketing, Retail, and Tourism, Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK;p. Department of Economics and Management, University of Helsinki, Helsinki, Finland;q. Marketing Department, Lutgert College of Business, Florida Gulf Coast University, Fort Myers, USA;r. Sheffield University Management School, University of Sheffield, Sheffield, UK |
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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. |
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| Keywords: | Artificial intelligence Augmented reality marketing Digital marketing Ethical issues eWOM Mobile marketing Social media marketing |
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