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

Authors: Yogesh K. Dwivedi Elvira Ismagilova D. Laurie 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

Journal: International Journal of Information Management

Publication date: 2020 July

Publisher: Elsevier

URL: click here


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.