IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v59y2021ics0268401220308082.html
   My bibliography  Save this article

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

Author

Listed:
  • Dwivedi, Yogesh K.
  • Ismagilova, Elvira
  • Hughes, D. Laurie
  • Carlson, Jamie
  • Filieri, Raffaele
  • Jacobson, Jenna
  • Jain, Varsha
  • Karjaluoto, Heikki
  • Kefi, Hajer
  • Krishen, Anjala S.
  • Kumar, Vikram
  • Rahman, Mohammad M.
  • Raman, Ramakrishnan
  • Rauschnabel, Philipp A.
  • Rowley, Jennifer
  • Salo, Jari
  • Tran, Gina A.
  • Wang, Yichuan

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.

Suggested Citation

  • Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401220308082
    DOI: 10.1016/j.ijinfomgt.2020.102168
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401220308082
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2020.102168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:59:y:2021:i:c:s0268401220308082. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.