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

View/ Open
dwivedi_et_al_2020.pdf (2.007Mb)
Download
Publication date
2020Author
Dwivedi, Y.K.Ismagilova, Elvira
Hughes, D.L.
Carlson, J.
Filieri, R.
Jacobson, J.
Jain, V.
Karjaluoto, H.
Kefi, H.
Krishen, A.S.
Kumar, V.
Rahman, M.M.
Raman, R.
Rauschnabel, P.A.
Rowley, J.
Salo, J.
Tran, G.A.
Wang, Y.
Keyword
Artificial IntelligenceAugmented reality marketing
Digital marketing
Ethical issues
eWOM
Mobile marketing
Social media marketing
Rights
(c) 2020 The Authors. This is an Open Access article distributed under the Creative Commons CC-BY license (https://creativecommons.org/licenses/by/4.0/)Peer-Reviewed
Yes
Metadata
Show full item recordAbstract
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.Version
Published versionCitation
Dwivedi YK, Ismagilova E, Hughes DL et al (2020) Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management. Accepted for publication.Link to publisher’s version
https://doi.org/10.1016/j.ijinfomgt.2020.102168Type
ArticleCollections
Related items
Showing items related by title, author, creator and subject.
-
The evaluation of external factors on the decision to enter a new, non-domestic market: An exploratory study.Whitelock, Jeryl M.; Jobber, David (2004)A study of key decision makers in a sample of large international companies explored the non-domestic market entry decision. A literature review revealed five broad external domains which held the potential to affect that decision. A series of statements was factor analysed to reveal ten more specific variables. An analysis of which variables discriminated between the decision to enter and not enter a new non-domestic market demonstrated that geocultural/political similarity, developed economy, attractive market, good market information and governmental attitude significantly affected the decision. The findings supported a marketing-strategy based theory of market entry.
-
Russia's struggle with the language of marketing in the communist and post-communist erasHolden, N.; Kuznetsov, A.; Whitelock, Jeryl M. (2008)The status and understanding of marketing in the USSR and post-Soviet Russia are tracked over a 40-year period, making extensive use of Russian-language sources. In the late Soviet period marketing is seen as a Western business system that was not applicable to an economy based on extreme centralisation and state-inspired conditions of shortage. With the collapse of communism, marketing is variously seen as still not quite suitable for Russian conditions, as a sales support activity or as a branch of public relations. At the same time great confusion arises over the nature of marketing owing to the problems of converting Western marketing terms into Russian, for which there are often no equivalents. Translations of Western marketing textbooks reveal translators' unabated struggles with marketing terminology and the unsatisfactory results. Literal translations, where possible, or direct transliteration into Russian merely add to the confusion. It is argued that this state of affairs is symptomatic of a wider unease about the market economy and scepticism about its relevance for Russia.
-
Making business-to-business international internet marketing effective: A study of critical factors using a case study approachZairi, Mohamed; Elbeltagi, I.; Eid, R. (2006)The recent phenomenal growth in business activities dependent on the Internet has demonstrated that various potential advantages could be derived from using information and communication technology platforms. The Internet has enabled firms to reach out to global markets and has provided them with the opportunity to customize their strategies and offerings in an unprecedented way. These recent developments provide an exciting opportunity for research to study the dynamics involved in international Internet marketing (IIM) and, in particular, to examine closely the factors that could influence success in using this new technology for IIM activities. Using a business-to-business context and a multiple-case-study approach, this article focuses on two main areas of study: (1) the critical examination of the literature and identification of the most important factors that have a significant influence on business-to-business IIM and (2) the first-hand verification of how the identified factors are implemented in various organizational contexts.