The future of social media in marketing
Top Cited Papers
Open Access
- 12 October 2019
- journal article
- research article
- Published by Springer Science and Business Media LLC in Journal of the Academy of Marketing Science
- Vol. 48 (1), 79-95
- https://doi.org/10.1007/s11747-019-00695-1
Abstract
Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.Keywords
Funding Information
- University of Oxford
This publication has 78 references indexed in Scilit:
- Extended Self in a Digital World: Table 1.Journal of Consumer Research, 2013
- Facebook Use Predicts Declines in Subjective Well-Being in Young AdultsPLOS ONE, 2013
- Consumers' use of brands to reflect their actual and ideal selves on FacebookInternational Journal of Research in Marketing, 2012
- Trending Now: Using Social Media to Predict and Track Disease OutbreaksEnvironmental Health Perspectives, 2012
- Facebook Profiles Reflect Actual Personality, Not Self-IdealizationPsychological Science, 2010
- Loneliness as the Cause and the Effect of Problematic Internet Use: The Relationship between Internet Use and Psychological Well-BeingCyberPsychology & Behavior, 2009
- Are All Out-Groups Created Equal? Consumer Identity and Dissociative InfluenceJournal of Consumer Research, 2007
- Mediated social touch: a review of current research and future directionsVirtual Reality, 2005
- Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?Journal of Interactive Marketing, 2004
- I Belong, therefore, I Exist: Ingroup Identification, Ingroup Entitativity, and Ingroup BiasPersonality and Social Psychology Bulletin, 2002