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

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    dwivedi_et_al_2020.pdf (2.007Mb)
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    Publication date
    2020
    Author
    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.
    Show allShow less
    Keyword
    Artificial Intelligence
    Augmented 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 record
    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.
    URI
    http://hdl.handle.net/10454/18041
    Version
    Published version
    Citation
    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.2020.102168
    Type
    Article
    Collections
    Management and Law Publications

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