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.
Highlights
Internet, social media, mobile apps, and other digital communications technologies have become part of everyday life for billions of people around the world
With more consumers turning to social media use daily for activities such as reading the news, researching products and enjoying entertainment (GlobalWebIndex Social Flagship Report, 2019), organizations must strategically use social media marketing to appeal to their target audiences
The dynamic, interactive exchanges enabled by Digital and Social Media Technologies (D&SMT) have led to consumers playing a far greater role in how they shape their own individual and communal-based experiences with brands (Carlson et al, 2018)
Summary
Social media, mobile apps, and other digital communications technologies have become part of everyday life for billions of people around the world. Organisations have responded to this change in consumer behavior by making digital and social media an essential and integral component of their business marketing plans (Stephen, 2016). This study brings together the collective insights from several leading experts to discuss the signiicant opportunities, challenges and future research agenda relating to key aspects of digital and social media marketing. The research ofers signiicant and timely contribution to the literature ofering key insight to researchers in the advancement of knowledge within this marketing domain This topic is positioned as a timely addition to the literature as the digital and social media marketing industry matures and takes its position as an integral and critical component of an organisations marketing strategy.
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