Setting the future of digital and social media marketing research: Perspectives and research propositions
Setting the future of digital and social media marketing research: Perspectives and research propositions
复制标题
DOI：
10.1016/j.ijinfomgt.2020.102168
复制
发表时间：
2021-05-28
影响因子：
21
通讯作者：
Wang, Yichuan
中科院分区：
文献类型：
--
作者：
Dwivedi, Yogesh K.;Ismagilova, Elvira;Wang, Yichuan
互联网和社交媒体的使用改变了消费者的行为和公司开展业务的方式。社交和数字营销通过降低成本、提高品牌知名度和增加销售额为组织提供了重要机会。然而，负面的电子口碑以及侵入性和令人恼火的在线品牌存在带来了重大挑战。本文汇集了几位领先专家对数字和社交媒体营销相关问题的集体见解。专家们的观点提供了关于这一重要主题的关键方面的详细叙述，以及对更具体问题的观点，包括人工智能，增强现实营销，数字内容管理，移动的营销和广告，B2B营销，电子口碑和其中的道德问题。这项研究以挑战和机遇的形式为研究人员和从业者提供了重大而及时的贡献，我们强调了当前研究的局限性，概述了研究差距，并提出了有助于推进数字和社会营销领域知识的问题和主张。
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.